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How it works

How does paying per
qualified lead actually work?

No retainer, no package. Here's the mechanism step by step, why we use this model instead of a classic retainer, and a calculator so you can work out what a lead is really worth for your business.

£0 retainer or fixed fee
1 price the qualified lead, nothing else
1 only partner per market
Why this model

Most agencies bill you.
Whether it works or not.

A classic monthly retainer is paid upfront, whether it produces results or not. Paying per qualified lead flips that: you only pay for what you actually receive, and only when it matches what we agreed together before starting.

What you're used to
Classic monthly retainer
✕Billed every month, whether it produces results or not
✕You find out the return on investment after the fact
✕No direct link between what you pay and what you receive
✕Hard to walk away without losing what's already been spent
Our approach
Pay per qualified lead
→You only pay for leads received, one at a time
→The return on investment can be worked out from month one
→The price is agreed upfront, indexed on your average deal size
→You can stop whenever you want, no minimum term
The mechanism

Three steps.
One price.

The process is simple, but each step has a specific purpose — so the price you pay is always justified.

01 — Scoping
We define the qualified lead and its price
Type of work, scope, budget, timeframe: we write down together what makes an enquiry relevant to you. The price per lead is calculated from your average deal size and your conversion rate — see the calculation below.
02 — Generation
Enquiries are captured and tracked
We generate enquiries on Google and other search engines. Every lead is sent to you in real time, with tracking (dedicated number, read-only CRM connection or copy-to form) that lets you verify what's been delivered.
03 — Billing
You only pay for what you received
Once a month, you're billed for the qualified leads actually received — never on an estimate, never upfront. A lead outside the definition is not billed.
Calculator

What is a lead
really worth to you?

Enter your average deal size, your conversion rate, the lead volume you want and a price per lead to see the concrete impact on your business.

Your parameters
Average deal size
Average value of a signed contract
£3,000
£500£30,000
Conversion rate
% of leads that sign a contract
25%
5%80%
Leads received per month
Volume of qualified enquiries
20 leads
5100
Price per qualified lead
Example — yours is set at scoping
£90
£20£500
How to read these results

The value of a lead = average deal size × conversion rate. That's what a lead is statistically worth to you, before you've paid anything. The price you pay should stay well below that value — which is exactly what we calibrate together at scoping.

Value of a lead
£750
Good
Each lead is statistically worth £750 of revenue to you — you pay £90 for it, or 12% of its value.
Revenue generated / mo
£15,000
Contracts/month
5
Lead cost / month
£1,800
Cost / signed contract
£360
What you keep 88% · £13,200
Net margin / month
£13,200
Annual revenue generated £180,000
Lead cost / year £21,600
Annual net margin £158,400
For every £1 spent on leads → £8.3 of revenue Estimate based on your parameters
What stays true, whatever your sector

Three principles,
no fine print

🎯
Leads exclusive to your market
One partner per territory or segment. Your leads are never shared with a competitor.
🔍
Verifiable tracking
Dedicated number, read-only CRM connection or copy-to form: you see exactly what you're being billed for.
📐
A calculated price, not an invented one
The price per lead is calibrated on your average deal size and conversion rate, to stay well below its actual value.
FAQ

Questions about the mechanism.

No, it's an example, so you can test different scenarios with your own numbers. The real price is set with you at scoping, based on your average deal size, your actual conversion rate and the lifetime value of your clients.
Because a retainer is paid whether it produces or not. Paying per qualified lead aligns what you pay with what you actually receive — it's easier to justify internally, and the initial risk sits with us, not you.
Yes, if there's a good reason: your conversion rate changes, your average deal size shifts, or the market tightens. We discuss it together before any change — there's no unilateral price increase.
That's normal early on — we adjust. The read-only CRM connection lets us track the real conversion rate over time and recalibrate the price if the gap is significant, in either direction.
Ready to see your own numbers?

Your first leads,
no retainer.

Fill in the application form with your own figures. Response within 24h, directly with Julien, no intermediary.

Apply for the partnership →