Lead Generation

Most agencies charge a retainer whether the work comes in or not. This flips it. We build your website, run your ads and set up the CRM and follow-up entirely at our own cost, and you pay an agreed fixed price only when we deliver a qualified lead. We define exactly what “qualified” means up front and put it in writing, so you never pay for a time-waster. It carries no upfront cost and no monthly fee, and because we only earn when we perform, the risk sits with us, not with you. It works best where a new customer is worth a few hundred pounds or more: trades, automotive, construction and professional services.

How pay-per-lead works

The model is deliberately simple: we build everything, we fund everything, and you pay only for results. We design the landing pages, run the paid campaigns across Google, Microsoft and Meta, set up the lead capture and qualification, and wire in the CRM and automated follow-up, all at our cost. Every enquiry is checked against the criteria we agreed before it’s counted. A qualified lead lands with you; you pay the fixed price for it. Everything that doesn’t meet the bar costs you nothing. There’s no build invoice, no ad-spend invoice and no retainer, just a price per lead you knew before we started.

Pay-per-lead vs a retainer agency vs doing it yourself

Each route has a place, so here’s the honest version of who carries the risk and what you’re actually paying for:

	Pay-per-lead (HDC)	Monthly retainer agency	DIY in-house
Upfront cost	None, we fund the build & ads	Setup fee plus monthly retainer	Your time, tools and ad budget
Who carries the risk	We do, no leads, no invoice	You do, you pay regardless	You do, entirely
What you pay for	Qualified leads delivered	Hours and activity	Everything, results or not
Ad spend	Funded by us	Paid by you, on top of fees	Paid by you
Speed to start	We build it, you wait a little	Fast to sign, slow to results	As fast as you can learn
Best for	Proving ROI with zero risk	Brands wanting full control	Cheap budgets and spare time

A retainer can make sense once you know a channel works and want to own it outright. DIY can work if you genuinely have the time to learn it. But if you just want qualified enquiries without fronting the cost or carrying the risk, pay-per-lead is the cleanest deal going.

What we build and fund on your behalf

For each engagement we typically build a dedicated landing page designed to convert, paid campaigns on Google, Microsoft and Meta aimed at your ideal customer, a qualification system that filters out the wrong enquiries before they reach you, automated follow-up that warms leads before your team calls, and a CRM pipeline so every enquiry is tracked from first touch to signed job. You don’t pay to have any of it built, it’s part of how we run the model.

Who this is for

This is for established trades and local businesses where a new customer is worth a few hundred pounds or more, builders, automotive specialists, construction firms, renewables installers, garden-room and conservatory companies and professional services. If a single job is worth a meaningful amount, paying a fixed price per qualified lead is simple maths. If your average job is very low value, the model may not stack up, and we’ll tell you that at the audit rather than sign you up to something that won’t work.

How qualification works

Not every enquiry is a lead, and we don’t pretend otherwise. Before we agree terms we define exactly what a qualified lead looks like for your business, the area you cover, the services you want, the urgency, and the contact details required. Every enquiry is then checked against those criteria before it’s counted or invoiced. The follow-up keeps each one warm so it’s ready when you call, and you only ever pay for the ones that genuinely meet the bar we set together. That definition lives in the agreement, in plain English, so there’s never a debate about what you’re paying for.

Proof it works

We fund it, we manage it, and we judge it by the enquiries that land with you. For All Season Garden Rooms we generated over 100 leads in a single month at roughly £5 per lead, on a small daily budget and a small local area, strong enough that the owner is expanding into wider areas and left us a five-star review. For DVC Group and Warm Homes Funding we drove over 2,000 organic leads in two years. And for MW Ground Screws, a niche market, the campaigns ranked and converted from launch against far bigger rivals. That’s the difference between renting attention and running a system: we carry the cost, and we move fast when the numbers ask us to.

Want to see whether your business qualifies for the model? Get your free audit, no cost and no obligation, and we’ll tell you honestly if pay-per-lead fits. Or see how this works alongside paid advertising, AI systems and web development.