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$28M+ Revenue GeneratedFor our clients2,140+ Keywords — Page 1Google rankings$12M+ Ad Spend ManagedAcross channels2.5M+ Signups DrivenUser acquisitions87,200+ Leads GeneratedQualified pipeline
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Lead Generation Ads Services: Quality Leads

Run lead ads that aim for qualified inquiries.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Why lead campaigns bring in lots of leads you can't use

Cheap form fills can hide people who aren't really interested, broken tracking, leads that arrive late, slow replies and demand that costs more than it earns.

  • Cheap forms, expensive sales pipeline

    The ad platform reports a low cost per lead, while duplicates, spam, people who aren't really interested and people who don't qualify use up your sales team's time.

  • The campaign goal stops at the form

    The platform's automatic bidding is told when someone sends a form, but not which leads were accepted, contacted, qualified or valuable.

  • Automatic settings have no written limits

    Automatic audience widening, ad placements (the places your ad appears) and changes to your ads run without protected markets, claims, exclusions or landing destinations.

  • Lessons from your ads get lost

    Ad files are named by size or date, so the opening hooks, angles, proof and offers can't be compared once the campaign changes.

  • Platform forms and website forms are compared unfairly

    The questions, audiences, promises, tracking and reply conditions differ, so the result can't be read properly.

  • Spending grows before the numbers add up

    The budget goes up based on the platform's average cost per lead, without checking lead quality, sales capacity, profit margin or whether the extra spend brings extra value.

Exactly what's included

What's included in your first lead generation ads campaign

Softscotch plans, builds and runs an agreed lead ad campaign (ads that collect people's contact details), from the approved offer through the form and the handover to your CRM (customer database), up to the first report on lead quality. We treat each stage as different: a form sent on the ad platform, a usable record, a qualified lead (a good fit for you), a meeting, a sales opportunity and a sale. Ad spend, extra content production, landing pages, CRM work, tools that add extra details to leads and specialist reviews are only included when your proposal names them.

Eight areas of work take the campaign from a signed definition of a good lead to a checked launch, lead quality sent back to the ad platform and a first report on lead quality.

Lead and budget brief

We define the audience, the offer, what counts as a usable and a qualified lead, the sales path, how many leads your team can handle, budget, costs and when to pause.

Ad account and tracking review

We check your ad platform assets, access, billing, past campaigns, website and server tracking events, CRM stages, consent decisions and the options available in your account.

Offer and lead path

We line up the promise, supporting proof, form or landing page, questions, privacy information, next step and the reply people can expect.

Campaign setup and controls

We set the campaign goal, where conversions happen, budgets, campaign groups, audiences, exclusions, ad placements and the approved limits on automatic settings.

Making the ads and naming them clearly

We produce approved messages and formats for the chosen ad placements, then label each version by idea, proof, offer and where it sends people.

Launch checks and management

We test claims, rights to use content, forms, landing destinations, event matching, delivery to your CRM, budgets and settings before you authorize the launch.

Lead quality report

We compare forms sent on the platform with usable records, replies, qualified leads, meetings, sales opportunities and sales, where reliable data is available.

Sending lead quality back to the ad platform

Where the ad platform and your CRM allow it, we send back which leads were qualified, booked or became sales. This helps the platform's automatic bidding learn from good leads, instead of treating every sent form as a success.

Why Softscotch

Why we judge campaign changes by real business value

The campaign, the ads, the form, feedback from your CRM, how your sales team replies and the cost are all reviewed together.

We define a useful lead first

A form sent, a usable record, a qualified inquiry, a meeting, a sales opportunity and a sale each have their own definition and owner.

We check your live ad account

Assets, permissions, the campaign goal, landing destination, automatic settings and reporting options are checked before we produce anything.

Ad versions stay easy to compare

The idea, opening message, proof, offer, format, placement, source file and version stay visible even after changes.

Tracking is tested before we rely on it

Website, server and CRM events are checked for matching names, duplicate handling, consent, errors and what each result really means.

Every important change is dated

Changes to budget, bids, audience, ads, forms and landing destinations record the reason, the person responsible and a follow-up check.

Cost includes the whole sales path

Lead quality, reply time, sales capacity, the stage each deal has reached, profit margin and data limits all shape budget decisions.

Campaign details

36 decisions behind a lead campaign that brings usable leads

The work covers the offer, your ad account, the form, the ads, tracking, checks before launch, feedback on leads and who looks after it all afterward.

Audience, offer and starting point
The case for paid adsState who the campaign should reach, why the offer could create new demand and which result would make us change the plan.
Lead stages and sales capacityDefine accepted, contacted and qualified stages, plus how many leads your sales team can handle and how they reply.
Approving the offer and proofApprove the promise, evidence, terms, common doubts, next step and any claims that must never be used.
Accounts and access listRecord ad accounts, Facebook Pages, profiles, data connections, apps, web domains, permissions, billing and owners.
Platform and lead pathChoose the campaign goal on the platform and the form, website, message or phone call route that suits the buyer and your sales team.
Starting point from past campaignsReview past spend, delivery, earlier changes, ad versions, lead quality and any business results available.
Data, tracking and inputs
Tracking event planDefine event names, IDs, values, timing, consent decisions, sources, what each one means for the business and how bidding will use it.
Removing doubles between Pixel and Conversions APIThe Meta Pixel (tracking code on your website) and Conversions API (a direct link from your server to Meta) can report the same action twice. We use shared event names and fixed IDs, and test duplicates, missing events and consent choices.
Sending CRM and offline results backSend approved accepted and later-stage results back to the platform, with stable definitions and matching IDs.
Matching leads to salesMatch platform results with contact, lead quality, orders, profit margin, refunds and repeat purchases where that data is available.
Campaign and form setup
Rules for splitting campaignsSplit budgets, markets, offers, audiences and goals into separate campaigns only when the split protects a decision you need to make.
Meta campaign goal and formWrite down the campaign objective, performance goal, where conversions happen, form type, questions and how the form is completed.
Audience and exclusion rulesRecord where each audience comes from, permission to use it, how old it is, exclusions, how often it's refreshed, when it's deleted and its limits.
Matching form and CRM fieldsKeep campaign, form, consent, identity and result fields lined up across all your systems.
Making the changes
Same message from ad to landing pageCarry the audience, promise, proof and next action into the exact page or form people land on.
Labels for each ad versionLabel the opening message, idea, proof, format, offer, audience, placement, landing destination and version.
Ads made for each placementBuild easy-to-read, well-paced and complete versions for how each placement really works, such as feeds or full-screen stories.
Instant Form questions, privacy and expectationsIn Meta's Instant Forms (lead forms that open inside Facebook or Instagram), ask only questions you can justify and explain who you are, why you're asking, your privacy policy, the next step and when you'll reply.
Safety checks
List of automatic setting controlsRecord which settings are strict controls and which are only suggestions, and set limits on audience widening, automatic selection, generated content and approvals.
Limits on Advantage+ automationCheck how Advantage+ (Meta's automatic settings) currently behaves in your account for audience, placement, ad content and budget.
Checks on policy, rights and disclosures before launchReview claims, assets, permission from people shown, special ad categories, markets, who pays for the ad, who benefits from it and any notices required.
Review of AI-made content and labelsKeep a record of where AI-made content came from, the edits and who approved it, then check how the platform currently labels AI content.
Testing and improving
Designing fair testsUse fixed definitions, groups that can be fairly compared, clearly stated measures and rules for when to stop.
Learning and ad fatigueTell apart weak tracking data, budgets spread too thin, an audience that has seen the ad too often, an idea that has worn out and problems after the click.
Can we prove cause and effect?Use a holdout test (keeping some people from seeing ads to compare) or another comparison only when the platform, budget, sample size and value of the decision make it believable.
Form and landing page checks before launchTest ads, forms, privacy links, landing destinations, tracking events, delivery to your CRM, budgets and what happens when things fail.
Measuring results and value
Cost at the next budget levelReview lead quality, profit assumptions and the cost of each extra result, alongside the platform's averages.
Lead delivery and replyLink each lead delivered to a named owner, a reply-time target and a backup person.
Feedback loop for Meta's conversion leads goalCheck the sales stage definitions, matching IDs, platform diagnostics and volume before Meta's system is allowed to optimize using them.
Feedback on long-term customer valueSend back stable later-stage value, without treating the platform's credit for a sale as proof that the ad caused it.
Tracking and delivery healthMonitor event matching, duplicate handling, rejected events, learning status, spend and whether landing pages and forms are working.
Ownership, upkeep and growth
Record of changesLink every important campaign change to a dated reason we expect it to work, an owner and a follow-up decision.
Managing budget, bids and a steady learning periodSet who can approve spending, how big a change can be, how often we review, and the rules for pausing and escalating.
Access and recovery planGive people only the access they need, keep clear ownership of access keys and assets, and plan how to respond to account restrictions and recover.
Limits when using several ad platformsApply each platform's current rules on formats, who can advertise, policies, API connections and how long lead data is kept, separately.
Launch and improvement recordRecord approved versions, live checks, monitoring, tests, upkeep and work that has been retired.
Research and implementation tools

Your own ad account decides what's actually available

We check ad platform features, connections to other tools and automatic settings in your current account before we build anything with them.

What we check

Seven checks before and after launch

Each check ends with a clear finding, the fix needed, the person responsible and the next check.

Check 01 · Fit and costs

Is your lead plan, budget and sales team ready?

We agree who the campaign is for, what counts as a useful inquiry and whether your sales team and budget can support it.

You get a signed brief with definitions, assumptions, what's not included, costs, owners and rules for when to pause.

What the audience needs startConfirm the customer's problem, location, who qualifies, how well the offer fits and the evidence that there is demand.
Lead stages inputDefine a form sent on the platform, a usable record, a qualified lead, a meeting, a sales opportunity and a sale separately.
Sales capacity structureRecord who replies, the expected reply time, working hours, sales regions and the largest number of leads your team can handle.
Business assumptions go liveWrite down your average order or contract value, profit margin, how long sales take and which figures are estimates rather than proven results.
Outside costs controlSeparate the costs of ad spend, making the ads, the page or form, CRM, tools that add extra lead details, software and specialist reviews.
When to pause resultAgree spending limits and the lead quality, tracking, policy or capacity problems that mean we pause or ask you to decide.
Check 02 · Account and tracking

Ad account, access and conversion tracking

We check the live ad account, billing, permissions, tracking setup and CRM feedback before we start making the campaign.

We record which features and diagnostics are available in your current account, rather than assuming them from the platform's help pages.

Access and billing startConfirm the ad account, business assets, Facebook Page, payment method, web domains, connected tools and named owners.
Current state of the account inputReview the available campaign goals, where conversions can happen, restrictions, warnings, automatic settings already on and past settings.
Event map structureList the website, server and CRM tracking events, their names, IDs, timing, values and what each means for your business.
Handling duplicates go liveTest matching event names and IDs, forms sent twice, missing events, late events and records that were rejected.
CRM feedback controlConfirm which accepted or later-stage results can be sent back to the platform with stable definitions, matching IDs and enough volume to be useful.
Data decisions resultRecord your decisions on consent, privacy, how long data is kept and customer data, plus any specialist advice you still need.
Check 03 · Offer and where leads land

Offer, proof, form and next step

We keep the ad's promise, the supporting evidence, the questions and the reply people expect the same, from the moment they see the ad to the handover to sales.

You approve all claims, facts, rights to use content, rules on who qualifies, privacy wording and launch decisions.

Promise and proof startMatch each benefit or claim to approved evidence, terms, who qualifies and any required disclosure.
Choosing the form inputChoose an Instant Form (Meta's built-in form), a form on your website, a message or a phone call, based on buyer effort, proof needed, data needs and how your sales team works.
Only the questions you need structureAsk only for the details needed to reply or judge fit, with clear labels and a named owner for each answer.
Privacy and expectations go liveState your business name, why you're asking, a link to your privacy policy, the next step, when to expect a reply and any consent choice you require.
Same story from ad to landing controlKeep the audience, offer, proof and action the same across the ad, the form, the page and the thank-you screen.
Approval record resultKeep the approved wording, ads, questions, links, terms and the name of the person who makes the final launch decision.
Check 04 · Campaign setup

Campaign setup and limits on automatic settings

We build only the campaign splits and controls needed to protect your budget, markets, offer and the decisions you'll make from the results.

The campaign record names what the platform is allowed to widen or create automatically, and what stays under your strict control.

Goal and conversion location startConfirm the chosen campaign objective, performance goal, where conversions happen and the event the platform optimizes for.
Who controls the budget inputSet starting budgets, spending caps, limits on changes and the person who can approve increases or emergency pauses.
Audience limits structureRecord locations, languages, who qualifies, source audiences, exclusions, customer lists and how they are refreshed.
Placements and automatic settings go liveCheck how your account currently handles automatic audience widening, placements, changes to ads and how budget is shared out.
Names and versions controlName campaigns, ad groups, ads, forms and landing destinations so anyone reviewing can trace the live version and its owner.
Running limits resultSet how often we review, what size of change counts as important, what to do if something goes wrong and when you need to make a new decision.
Check 05 · Ad ideas and versions

Ad ideas, formats and approvals

We build a set of messages and formats you can review, matched to the approved offer, placements, evidence and budget.

Your proposal states the included ad ideas, adapted versions and rounds of changes. More ad files don't guarantee you'll learn more.

Aa
Ad idea startGive each idea a clear audience problem, message, offer, piece of proof and the next action we expect people to take.
Claims and rights inputCheck facts, testimonials, images, music, trademarks, disclosures and usage rights with the right person on your team.
Formats for each placement structurePrepare easy-to-read, complete versions for the chosen feed, story, reel or other available placements.
Version labels go liveLabel the idea, opening message, proof, offer, format, placement, source file and landing destination for every version.
Matching the landing destination controlCheck that the form or page keeps the same promise and doesn't leave out an important term, condition or requirement.
Final approval resultRecord your approval of the wording, images and video, claims, rights, use of your brand and any content made with the help of AI.
Check 06 · Launch checks

Checks before launch and an approved switch-on

We test the live paths, tracking events, lead delivery, budgets and ownership before any campaign spends your money.

Passing our own checks doesn't replace the ad platform's review or your final approval to switch the campaign on.

Policy and account startReview current warnings, restricted ad categories, who-paid-for-this details, claims, disclosures and risks with landing destinations.
Links and forms inputOpen every landing destination and privacy link, send typical test forms and check the success and error screens.
Conversion events structureCheck event names, IDs, consent choices, duplicate handling, diagnostics and the event chosen for bidding.
Delivery to your CRM go liveConfirm a test lead arrives once, with the required fields, source, owner, alert and backup person.
Budget and settings controlCheck campaign status, schedules, markets, exclusions, placements, automatic settings, budgets and spending limits.
Permission to launch resultRecord the approved version, the named approver, the switch-on time, who monitors it and how to pause it in an emergency.
Check 07 · Good-quality leads

Lead quality, sales replies and next action

We match what the platform delivered against usable records and any available sales results before changing the budget or the ads.

Platform credit for a lead (attribution) can help a decision, but on its own it doesn't prove the campaign caused a sale or a profit.

Forms sent on the platform startReport the leads the platform says were sent, with the date range, spend, credit setting and any known reporting delay.
Usable records inputSeparate delivered, wrong, duplicate, spam, not-qualifying, rejected and accepted records using the signed rules.
Lead quality structureShow contacted and qualified stages only where your sales team uses the same definitions and outcome labels every time.
Meetings and sales pipeline go liveKeep booked meetings, meetings that happened and sales opportunities separate, with their owners and how long sales take.
Sales and value controlUse sales, revenue or profit margin only where IDs, timing, cancellations and refunds are reliable enough.
Next step resultChoose the next budget, audience, ad, form or tracking action, and state how far the evidence can be trusted.
Your type of business

How lead ads change with your risks and the way you sell

Who qualifies, the proof you need, the questions you ask, where leads land, how you reply, ad platform rules and which results matter all vary from one market to another.

Local

Local services

For local services, lead generation ads have to take into account your location, service area, availability, calls, bookings and who is responsible for replying.

FocusForm and call tracking, handling duplicates, CRM feedback
MeasureSpend, usable inquiries, bookings
Ecommerce

Online stores and direct-to-consumer brands

For online stores and direct-to-consumer (DTC) brands, lead generation ads have to take into account accurate product details, stock, promotion terms, the path to checkout, returns and profit margin.

FocusCampaign splits, lead path, audience and exclusion rules
MeasureTracking health, usable leads, lead quality
Software

Software companies (SaaS)

For software (SaaS) companies, lead generation ads have to take into account the use case, product evidence, the free-trial or demo path, connections to other software and whether new users start actively using the product.

FocusSame message from ad to page, ad versions, formats for each placement
MeasureUsable leads, lead quality, lessons from the ads
B2B

Business-to-business (B2B) and professional services

For B2B and professional services, lead generation ads have to take into account groups of decision-makers, expert proof, lead quality, the handover to sales and how long deals take to close.

FocusLimits on automatic settings, checks on claims, rights and disclosures
MeasureLead quality, lessons from the ads, cost at each sales stage
Health

Healthcare and wellness

For healthcare and wellness, lead generation ads have to take into account accuracy, privacy, who qualifies, appointment stages and medical boundaries.

FocusFair tests, checks for ad fatigue, whether cause and effect can be proven
MeasureSpend, tracking health, usable inquiries
Regulated

Finance, insurance and legal

For finance, insurance and legal, lead generation ads have to take into account the rules in each region, approvals, required disclosures, sensitive data and changing terms.

FocusCost at each lead stage, lead delivery, feedback from your CRM
MeasureTracking health, usable leads, lead quality
Education

Education and training

For education and training, lead generation ads have to take into account course facts, dates, entry requirements, enrollment steps, outcomes and accessibility.

FocusRecord of changes, budget controls, access and recovery plan
MeasureUsable inquiries, lead quality, lessons from the ads
Media

Publishers and media

For publishers and media, lead generation ads have to take into account authorship, rights, subscriptions, fast content cycles and original evidence.

FocusThe case for paid ads, lead definitions, approving the offer and proof
MeasureLead quality, lessons from the ads, cost at each lead stage
Marketplaces

Marketplaces and directories

For marketplaces and directories, lead generation ads have to take into account value for both buyers and sellers, identity, listings, data quality and repeated actions by the same person.

FocusConversion events, handling duplicates, feedback from your CRM
MeasureSpend, tracking health, usable inquiries
Travel

Travel and hospitality

For travel and hospitality, lead generation ads have to take into account seasons, location, availability, booking value, cancellations and policy rules.

FocusCampaign splits, lead path, audience and exclusion rules
MeasureTracking health, usable inquiries, lead quality
Industrial

Industrial and manufacturing

For industrial and manufacturing businesses, lead generation ads have to take into account specifications, compatibility, distributors, long buying decisions and good-quality inquiries.

FocusSame message from ad to page, ad versions, formats for each placement
MeasureUsable inquiries, lead quality, lessons from the ads
Membership

Memberships and communities

For memberships and communities, lead generation ads have to take into account access levels, ongoing value, moderation, renewals and member support.

FocusLimits on automatic settings, checks on claims, rights and disclosures
MeasureLead quality, lessons from the ads, cost at each lead stage
Clear ownership

We run your ads, without making hidden claims about your sales

Softscotch runs the agreed campaign. Your teams keep the final say on the product, risk, sales, spending and customers.

We do the work

The agreed paid lead generation setup, run for you.

  • Audience, lead stages, budget and rules for pausing
  • Meta ad account, conversion tracking events and limits on automatic settings
  • Offer, landing destination and form setup
  • A set of ad ideas made for each placement
  • Checks before launch, an authorized launch and day-to-day running of the ads
  • A report on good-quality results and the next decision
We coordinate

The outside pieces that decide lead quality.

  • Product and proof owners, so the offer is accurate
  • Landing page or platform form owners, for where leads land
  • Tracking owners, for website, server and CRM data
  • Lead operations, for accepting leads, routing them and replying
  • Sales and finance, for lead quality, value and capacity
  • Privacy, legal, ad policy and rights specialists, where needed
You keep

Control of your accounts, spending and customers.

  • The facts about your product, price, who qualifies, stock and delivery
  • Claims, proof, terms, usage rights and brand approval
  • Decisions on privacy, consent, legal matters, restricted ad categories and disclosures
  • Accounts, assets, billing, logins and access to live systems
  • Budgets, spending caps, business terms and the final decision to switch on
  • Sales replies, judging lead quality, how customers are treated and how results are defined
How it fits together

Nine working records that keep the campaign clear

Your team can see what was approved, what went live, what changed, what reached your CRM and what happens next.

Lead Generation Ads Services

01
Lead and budget brief

Defines the audience, what a useful lead is, the sales path, budget, cost assumptions and the rule for pausing.

02
Account and permissions list

Tracks assets, access, versions, billing, access keys, owners and restrictions.

03
Offer and landing brief

Links the promise, proof, answers to common doubts, form, privacy, next step and when people can expect a reply.

04
List of automatic setting controls

Separates strict controls from suggestions, audience widening, automatic selection, generated content and approvals.

05
Ad version list

Names the idea, opening message, proof, offer, format, placement, landing destination and version.

06
Tracking event plan

Defines website, server and CRM events, IDs, consent, removal of doubles and the role each plays in bidding.

07
Checklist before launch

Checks policy, rights, forms, web addresses, tracking events, delivery to your CRM, budgets and settings.

08
Change and test record

Records what we expected to happen, versions, how budget was split, edits, stop rules and decisions.

09
Lead quality record

Joins what the platform delivered with accepted leads, replies, lead quality and any available business results.

The connected growth engine

Product and sales leadership

Approve the facts about the offer, proof, terms, who qualifies, capacity, profit margin and delivery.

Creative and brand

Approve ad ideas, images and video, rights, claims, disclosures and records of what was made with AI.

Pages and forms

Provide the exact landing destination, fields, privacy, consent, success and recovery screens.

Data and CRM

Provide matching event definitions, accepted results, IDs, diagnostics and permission to send feedback to the platform.

Sales operations

Own lead routing, replies, contact, judging lead quality, recording outcomes and how customers are treated.

Risk and account owners

Approve policy, legal, privacy, spending, access, handling problems and switching campaigns on.

One connected scope. Lead Generation Ads Services is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

How long lead generation ads take: from brief to first lead quality report

A first approved launch commonly takes 5 to 10 business days once ad account access, budget, offer, ads, the form or page, tracking and sign-off are ready. Ad platform reviews, missing access, extra content production or CRM work can make it take longer. A useful lead quality report comes after the ads have run long enough and your sales team has given feedback, not on a promised date.

Lead generation ads, from brief to first lead quality report

Days 1 to 2

Lead and budget brief

Define the audience, the offer, what counts as a usable and a qualified lead, how many leads your team can handle, budget, outside costs, owners and what's not included.

KPI Brief agreed
Days 2 to 4

Offer and lead path

Approve the promise, evidence, terms, ad direction, form or page, questions, privacy information and next step.

KPI Path approved
Days 3 to 7

Building the campaign and tracking

Set the campaign goal, budgets, audiences, placements and limits on automatic settings, then set up the agreed conversion tracking events and handover to your CRM.

KPI Build ready
Days 5 to 10

Checks and your approval

Test claims, links, forms, tracking events, duplicate handling, delivery to your CRM, settings and spending limits before the named person on your side approves the launch.

KPI Checks passed
After approval

Careful launch

Switch on the approved version and watch the platform's review, ad delivery, spend, whether forms work, tracking diagnostics and the handover of leads.

KPI First launch
Usually weeks 2 to 4

First lead quality report

Compare forms sent with usable records and any sales feedback available, then agree the next budget, ad, form or tracking action. Timing depends on how much the ads deliver and how much feedback your team gives.

KPI Next action

Our full growth plan (all services together), month by month

Month 1

Setup and first launch

Agree priorities, fix the biggest problems and launch the first approved work once we have access, content, budget and your sign-off.

KPI First work live
Month 2

Build and improve

Use the first report to improve the live work and build the next agreed materials, campaigns, pages or follow-up steps.

KPI Improvements live
Month 3

Do more of what works

Do more of the messages, audiences, pages or channels that the results show are working, while keeping budgets and quality checks within the limits we agreed.

KPI What works, expanded
Month 4

Strengthen results

Fix weak handovers between teams, gaps in tracking and anything slowing delivery, then test the next priorities against measures that matter to your business, such as lead quality and sales.

KPI Blockers removed
Month 5

Turn more visitors into customers

Improve the offer, message, page and follow-up steps wherever the results show people getting stuck or leads that aren't a good fit.

KPI Improvements to win more customers live
Month 6

Plan the next round

Review what changed, what the results really show, what should stop and which work deserves budget and attention in the next period.

KPI Next round agreed
How we compare

Qualified inquiries, not just a high number of forms

Our service keeps ad delivery, usable records, lead quality, sales follow-up and real business results separate from each other.

The risk of using a different agency for everything
  • Starts from a target number of forms and the platform's CPA (cost per acquisition)
  • Picks where leads land because it's convenient
  • Treats broad automatic settings as a complete strategy
  • Names ad files by their size and date
  • Counts website and server events without testing matching or duplicates
  • Optimizes for forms sent, without using accepted CRM stages
  • Changes budgets, bids and ads all at once
  • Blames every rise in cost on tired ads (ad fatigue)
  • Reports leads the platform takes credit for as extra revenue
  • Raises the budget before checking reply capacity and the cost at each lead stage
vs
Softscotch
  • Signs off on demand, what a useful lead is, the sales path, the numbers and stop rules
  • Chooses platform form, website, message or call based on the buyer and how your team works
  • Writes down strict controls, suggestions, audience widening and generated content
  • Tags the hook (opening line), angle, proof, offer, format, placement and landing destination
  • Tests event names, IDs, consent, duplicates, missing events and diagnostics
  • Uses approved feedback on accepted and later-stage leads where it fits
  • Keeps decision limits in place and dates every important change
  • Tells apart weak tracking, budgets spread too thin, overexposed audiences, worn-out ideas and problems after the click
  • Keeps platform credit, estimated results and real proof of cause and effect separate
  • Includes lead quality, replies, capacity, profit margin and the cost of each extra result
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

Lead generation ads FAQs

These answers cover ad platforms, forms, automatic settings, tracking, lead quality, spend, results and what is and isn't included.

Filter
What is included in Softscotch lead generation ads services?

The work can include the audience and lead brief, a review of your ad account and tracking, the offer and lead path, campaign setup, ads, platform or website forms, launch checks, day-to-day management, sending lead quality back to the ad platform and lead quality reports. Your proposal names the exact platforms, assets, content production, who can approve spending, rounds of changes and outside owners.

Which ad platforms do you support?

This page uses Meta (Facebook and Instagram) as the main example. Google, LinkedIn, TikTok and other platforms can be assessed or added to the scope, but each has different formats, rules on who can advertise, policies, screens, permissions and rules on how long lead data is kept. Work approved for Meta doesn't automatically apply to another platform.

Should we use an Instant Form or our website?

An Instant Form is Meta's lead form that opens inside Facebook or Instagram. The right choice depends on how much effort the buyer will make, how complex the offer is, how you judge lead quality, the proof needed, why you need the data, how good your page is, delivery to your CRM and how your team replies. We write down the chosen path, and we only test alternatives under comparable conditions with a fair rule for deciding.

How do you improve lead quality?

We define accepted and qualified stages, line up the offer and questions, protect the quality of your audiences and tracking data, connect CRM feedback where it makes sense and look at what your sales team recorded for each lead. Advertising can't create a good product fit, honest proof, time to reply or good customer service.

Do you configure Meta conversion leads optimization?

Meta's conversion leads goal works with Instant Forms and learns from sales stages that your CRM sends back to Meta. We only set it up when the option is available in your account and the CRM stages, matching IDs, consent decisions, lead volume, permissions and diagnostics are ready. Choosing this goal before reliable feedback is flowing can teach Meta's system from incomplete or unstable results.

Do you implement Pixel and Conversions API?

We can set up or coordinate the tracking plan for this campaign using the Meta Pixel (tracking code on your website) and Conversions API (a direct link from your server to Meta), including event names, event IDs, timing, consent decisions, removing doubles and diagnostics. Wider website or cross-channel tracking is separate. An event arriving at Meta doesn't prove the data was collected lawfully, is complete or caused a result.

Do you use Advantage+ automation?

Advantage+ is Meta's set of automatic settings for audiences, placements, ad content and budgets. We use the features in your current account only where they fit the signed plan. Our list records strict controls, suggestions, audience widening, platform choices and generated changes, plus protected locations, ages, languages, exclusions, claims, landing destinations and who can approve spending.

How many ad creatives do you produce?

The number depends on how many distinct ideas, hooks (opening lines), proof points, formats, placements and reviews your budget can properly support. Your proposal states what you'll get and how many versions; more files don't automatically mean you learn more.

Do you use AI-generated ad creative?

Only with your approval and a human review of facts, claims, rights, how people are shown, ad policy, brand, accessibility and fit with the landing destination. We keep records of the source and each version, and check how Meta currently labels AI content. Something made with AI is not proof from real customers.

Can you guarantee Meta will approve the ads?

No. Before switching on, we review the agreed risks around your account, ad category, claims, images and video, questions, landing destination and disclosures. But Meta makes its own approval, restriction and delivery decisions and can review ads or assets again later.

Do you route and follow up with every lead?

We define and check the handover from the campaign. Deeper checks, removing duplicates, creating CRM records, assigning leads, alerts, reply targets and recovering from failures belong to our Lead Capture and Routing service. Contacting leads and judging their quality stay with your team unless that is scoped separately.

What does the learning phase tell us?

The learning phase is the period when Meta's system is still working out who to show your ads to. It's a sign of how delivery is going, not proof that ads are profitable or caused results. We read it alongside tracking volume, budgets spread too thin, recent changes, audience, ads, landing destination, lead quality and the numbers.

How do you know when creative is fatigued?

We compare groups of ads with the same idea, frequency, changes in delivery, audiences that have seen too much, tracking health and what happens after the click. A rising cost on its own doesn't prove people are tired of an ad, so the next step may be a fix to tracking, campaign structure, audience, offer or landing destination.

Do you run A/B tests?

Yes, when the question, how budget is split, a stable conversion, groups that can be fairly compared, the smallest difference worth detecting and a stop rule are all possible. An A/B test shows two versions to similar people to see which works better. We use regular checks to catch errors, and we don't call several account changes made at once a controlled test.

How do you report lead-generation performance?

We separate delivery, spend, tracking health, forms sent on the platform, usable records, qualified leads, booked and attended meetings, sales opportunities, sales and any test of cause and effect. Reports state definitions, changes, credit settings, delays and limits in data quality.

Can you guarantee a cost per lead or number of qualified leads?

No. Ad auctions, competition, the platform's own systems, market demand, customer behavior, your sales operations and outside conditions are beyond any agency's control. We can be held responsible for the agreed setup, running the campaign, quality checks and evidence.

How long does the first campaign cycle take?

A first approved launch commonly takes 5 to 10 business days once the ad account, budget, offer, ads, form or page, tracking and approvals are ready. Platform reviews, content production, connection work or missing access can make it take longer. A first lead quality report often needs 2 to 4 weeks of ads running and steady CRM feedback, but we don't promise a fixed date for it.

How are lead generation ads priced?

Pricing depends on markets, platforms, campaigns, making the ads, forms, tracking, CRM work, management, testing and reporting. Ad spend, extra content production, landing pages or forms, CRM tools or tools that add lead details, software licenses and specialist legal or privacy reviews are separate unless listed in your proposal.

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