For businesses spending $100K+ per month on lead generation
Most lead generation agencies just send you more leads. From our Ottawa base, LGG Media builds the infrastructure that connects your ad campaigns to your CRM, so the algorithm learns which leads become customers and spends your budget finding more of them.
A lead is not revenue. It is the start of a process that produces revenue only if the lead was qualified to begin with. Most campaigns are measured on cost per lead, which tells you what you paid for a form submission, and nothing about whether that person became a customer.
Google reports 80 conversions. Your CRM shows 100. The campaign looks like it is underperforming, so spend gets cut and revenue drops. The problem was never the campaign. It was that no single system reconciled what the platforms report against what the business actually closed.
If you can profitably acquire a customer at $1,000 but campaigns are set to an $800 target, the algorithm restricts itself to the demand it can reach within that limit. The customers exist at $1,000; your campaigns never reach them, because nobody calculated the number from your real margins and close rate.
Both problems trace to the same root cause: the revenue data never informed the campaign decisions. The platforms optimized toward whatever signal they were given, and that signal stopped at the form submission.
Every engagement starts with three numbers calculated from your CRM data before a single campaign launches. These are your numbers, taken from your margins and your sales team's actual close rate.
The most you can spend acquiring a qualified phone inquiry and still profit, from your close rate, average deal value, and cost of sales over the last 12 months. A hard ceiling, not a directional target.
What your sales team can spend working a lead through the pipeline at a positive return, derived from your SQL-to-close rate and average deal value. Once CRM data flows back, the algorithm finds people who look like your best leads, not your most abundant ones.
The all-in cost at which your business grows profitably: ad spend, cost of sales, and onboarding against average first-year revenue. With enough CRM volume, this becomes the primary target.
Cost per lead measures the top of the funnel and has no relationship to what happens below it. If five form fills produce one SQL and a form fill costs $100, your cost per SQL is $500, and that is the number that matters. When the algorithm receives SQL data from your CRM, it can pay up to $500 for a form fill that is likely to qualify, and outbid every competitor for the traffic that actually converts.
| Metric | Cost-per-lead bidding | SQL-based bidding |
|---|---|---|
| Cost per lead | Low | Higher |
| Cost per SQL | High | Lower |
| Cost per new customer | High | Lower |
| Revenue per marketing dollar | Low | Higher |
The infrastructure that makes this possible, connecting your CRM, payment processor, and phone system so revenue matches within a 5% variance before launch, is covered on the attribution tracking page and built on Hyros.
When a client needs more volume, raising the bid target is the last move, not the first. Three levers are checked in order.
If campaigns are not spending the full budget, the constraint is the bid target, not the market. The target is re-evaluated against the real conversion rate, accounting for the gap between platform-reported and CRM-recorded conversions.
A higher click-to-lead ratio produces more leads at the same cost per click, lowering cost per lead without touching the bid. Copy, form length, page speed, and mobile layout are tested first.
Only when CRO is exhausted and more volume is still needed is the bid raised, with the cost-per-customer tradeoff calculated from your KPIs and presented as a business decision before any change goes live.
Each result followed the same sequence: attribution verified against CRM revenue before launch, KPI targets set from the client's own history, and SQL-based bidding once the data met the threshold. Full stories are in the case studies. Dealer groups and franchise networks with many locations can see how we run them on our franchise PPC agency page.
Replaced 10 third-party lead vendors with a direct-acquisition system on Hyros offline data. Google-published result. Insurance lead generation → Health insurance lead generation → Medicare leads →
Read Case StudySalesforce integration pushed signed-retainer value back to Google as offline conversions. The same model runs our immigration lawyer leads program. Google Ads for law firms → · immigration →
Read Case StudyReplaced every third-party lead source with direct acquisition on confirmed booking value. Moving leads →
Read Case StudyLoan-performance data passed back across 21 dealer accounts at $5M annual spend. Subprime auto leads → Auto insurance leads → Life insurance leads →
Read Case StudyA three-month validation period gave the model enough signal to absorb the scale; $7M–$9M run rate by month four. Auto transport leads →
Read Case StudyCRM integration tracked which leads became booked appointments and made that the primary signal. Dental lead generation →
Read Case StudyLead buying means purchasing contact records from a vendor who resells the same leads to multiple businesses. Lead generation means running your own paid campaigns to generate leads exclusively for your business. Every lead in an LGG-managed account is generated directly through paid advertising, none are purchased or shared with competitors.
It measures only the top of the funnel. A campaign with 100 leads at $50 looks better than one with 40 leads at $120, but if the first closes 5 customers and the second closes 18, the second produces more revenue at a lower cost per customer. Cost per acquired customer, from your CRM, is what determines whether a campaign works.
When a prospect submits a form, the Google Click ID from that session is stored in the CRM lead record. When that lead becomes a customer, the data layer reads the stored Click ID and sends the revenue event back to Google as an offline conversion. Google then finds more users who match that paying customer. The same runs in parallel for Meta via the Conversions API.
Campaigns go live on day three. Day one deploys attribution across landing pages and connects the CRM, payment processor, and phone system. Day two covers campaign structure, ad copy, and landing pages against the KPI targets. A CRM needing custom API work beyond the standard Hyros connectors extends the window by the build-and-test time.
We manage lead generation accounts spending $100,000 or more per month, for businesses with a market big enough to grow 5x and the ambition to capture it.
Google, Meta, and Microsoft ad accounts stay owned by the client throughout. The Hyros account is set up under the client's billing and owned by the client. All CRM records, attribution data, and offline conversion configurations belong to the client and keep working after the engagement ends.
Start With an Attribution Audit
The audit examines your current tracking, defines your KPIs from your CRM data, and tells you directly whether the infrastructure produces a clear return. If you generate leads but cannot tell which campaigns produce profitable customers, that is the problem we solve.
Request a Discovery Call →