PWYW Lead Generation: Andrew Holland Interviews James Dooley

Andrew Holland: Hi there. My name is Andrew Holland. I am here with James Dooley, and we are going to have a chat about what James actually does. I have known of James for a very long time. He is a big character, and like many people, I want to pin him down and get answers directly from him. So James, what exactly do you do for people? James Dooley: That is a good question, Andrew. We focus on lead generation in the UK, mainly for UK businesses that want to grow. Our business model is PWYW, which stands for pay what you want. Some people call it no win no fee or performance based lead generation, but we prefer pay what you want marketing. James Dooley: People often ask why we chose this route. I spent time analysing how much businesses are willing to pay for leads, SEO, PPC, and management fees. The reality is that some business owners are very frugal and have a fixed limit. Others are willing to pay much more because they make higher profits. This model allows us to decide who we want to work with long term. James Dooley: The pay what you want model is similar to some high end steakhouses that removed prices from their menus. Customers paid what they felt the meal was worth, and revenue actually increased. We followed a similar idea. It has worked very well. We are selective with clients, and the goal is to help UK businesses grow using this model. Andrew Holland: That is a really interesting model. I have heard that the future of paid search may move in a similar direction, where businesses set the price they are willing to pay for a lead or sale. That puts the customer in the driving seat, which adds a lot of value. Andrew Holland: I want to push you a bit further. Lead generation makes people happy because phones ring and emails come in. How do you make sure the leads are high quality? James Dooley: That is the most important question we ask at the start of any relationship. We need to understand exactly where the business makes the most money. That means keyword research and topic research must be spot on. If we get that wrong, the leads will not convert, and under a pay what you want model, we do not get paid properly. James Dooley: What differentiates us is that we are fully performance based. We generate a high volume of enquiries initially and then gather feedback on what converts. If a company does not want certain types of leads, such as boiler repairs, we segment those leads to businesses that specialise in that service. James Dooley: Using our CRM, we can route servicing leads, repair leads, cleaning leads, and replacement leads to the right businesses. That ensures each company gets leads that match how they operate and how they make money. James Dooley: This segmentation and qualification process ensures strong return on investment. Businesses only pay from the profit they make. The risk is removed. They are not questioning every lead or worrying about paying for unconverted enquiries. It becomes a no brainer for UK businesses. Andrew Holland: To finish, I really like this model. I have been a small business owner, and I know how hard it is. Business owners are experts at their trade, not digital marketing or lead generation. This model fits their economics and helps them understand profit clearly. Andrew Holland: What I also like is that it puts money back into the UK economy. Instead of enriching a single lead generation company, profits go into salaries, local spending, and communities. It spreads opportunity across small and medium businesses rather than concentrating it with large corporations. Andrew Holland: Congratulations on the model. It is a brilliant idea, and it feeds back into the UK economy in a very positive way. James Dooley: I appreciate that. Thank you very much, Andrew. Andrew Holland: No worries. Cheers.