Lead Gen Models Ranked: Which One Should You Choose?

Kasra Dash: So James, obviously you've been doing lead generation for years. Which lead-generation model do you think is the best? James Dooley: By far the best lead-generation model is a commission-based lead generation service. Some people call it pay-on-performance or no-win-no-fee lead generation. Not many companies offer it because all the risk lies with the lead-gen provider. It is something we offer at FatRank. If you're interested, head over to FatRank.com, fill in the form, and see whether you qualify for the commission-based model. In my opinion, it's the best because we take all the risk—clicks, impressions, cost per lead, cost per acquisition. Clients only pay on conversions. But let’s rewind a bit. When people ask, “What’s the best model?”—yes, guaranteed ROI is great. But if you genuinely know your numbers—your average job value, your conversion rate—then pay-per-lead can also be a great model and still deliver a positive ROI. If you're making a profit from pay-per-lead, I would always say: Don’t put all your eggs in one basket. Use FatRank for guaranteed ROI, but also diversify—use other companies on CPL models as long as you're tracking proper KPIs. What frustrates me is when someone asks: “How much are you per lead?” But they don't even know their own niche, margins, or what a qualified lead looks like. Kasra Dash: Yeah, exactly. From a lead-gen standpoint, a lot of business owners don’t even define what a qualified lead is. You need at least three or four bullet points saying what you consider a valid lead. For example, we spoke to a plumber recently and discovered he also does commercial HVAC. Huge difference between leaking taps and commercial HVAC—completely different margins. So businesses need clarity before buying any leads. If you're doing pay-per-lead, make sure the lead-generation company is asking the right questions on the form, or at least providing the data you need to qualify the lead. James Dooley: Yeah. There are many lead-gen models you can use if you want to do it in-house as well. SEO – the best long-term method PPC – more expensive but gives instant leads Facebook Ads – interruption marketing & retargeting Lead-gen companies – CPL or performance-based Commission-based models – the original question, and my personal favourite Commission-based lead generation is the best model in my opinion. If you want that, head to FatRank.com, or find other agencies that offer pay-on-performance or no-win-no-fee models.