Paid Media Agency for Lead Generation Businesses
FrogFish is a paid media agency for businesses whose revenue is decided after the lead: on a phone call, at a consult, at a signing table.
We run Google Ads, Microsoft Advertising, Meta, LinkedIn and Reddit, and we optimize every account to the outcome that pays you (signed cases, booked consults, funded loans, signed contracts), not to cost per lead.
Why most lead-gen accounts plateau
Ad platforms optimize to whatever conversion you give them. For most lead-gen businesses that is a form fill or a call. The algorithm gets very good at finding cheap form fills, and cheap form fills are often the people least likely to buy: spam, tire-kickers, people outside your service area, people who never answer the phone. Cost per lead looks great while cost per customer quietly climbs.
The fix isn't a new campaign structure. It is telling the platforms which leads actually turned into revenue, and letting the bidding chase those.
How we run paid media for lead-gen businesses
- Connect the CRM to the ad accounts. We send your downstream stages (qualified, consult booked, signed, funded) back to Google, Microsoft and Meta as offline conversions, usually nightly.
- Score leads early. When the real outcome takes weeks, we build a lead score from the first-party data you already collect, so the platforms get a strong signal within hours, not months.
- Rebuild the accounts around that signal. Search terms, geos, audiences and creative are judged on cost per signed customer. Spend moves to where revenue comes from, not where clicks are cheap.
- Watch it every day. Alerts go to your team's Slack when a market stops converting, spam spikes or a channel has headroom, so changes happen in days, not at the monthly review.
Results from this approach
- −42% cost per signed case for an asset-protection law firm in four months, after rebuilding attribution around closed-case data.
- +32% cost-per-sale efficiency for a publicly traded solar company, by scoring leads and feeding those scores back into bidding.
- +30% lease contracts with 25% less spend for Related, by pushing lead scoring further down the funnel and optimizing to leads likely to qualify and sign a lease.
- −56% spam leads and +40% closed cases after taking over a consumer law firm's Google Ads and rebuilding conversion tracking.
Who this is for
Businesses spending $10K or more a month on paid media with a sales process that closes offline: personal injury, mass tort and consumer law firms, solar and home services, clinical trial recruitment and healthcare, real estate and leasing, and lending. If your sales team says "the leads are bad" and your agency says "cost per lead is down", this is for you.
Paid media plus AI search
Your buyers increasingly ask ChatGPT, Gemini and Google AI Overviews before they click an ad. We run AI search optimization (AEO) on the same measurement system, so paid and AI search are judged on the same revenue numbers. See how the two work as one program.
Frequently asked questions
What is a lead generation paid media agency?
An agency that runs paid advertising (Google, Microsoft, Meta, LinkedIn) for businesses that sell through leads rather than online checkout. The good ones optimize to closed revenue in the CRM, not to cost per lead.
Why optimize to signed customers instead of cost per lead?
Because the ad platforms find whatever you reward. Rewarding form fills buys cheap, low-quality leads. Rewarding signed customers (via offline conversions or lead scores) teaches the bidding to find buyers, which lowers cost per customer even when cost per lead goes up.
Which ad platforms do you manage?
Google Ads, Microsoft Advertising, Meta, LinkedIn, Reddit and connected TV. Most lead-gen clients get the biggest gains from Google and Microsoft search plus Meta, tied together with offline conversion data.
How much do I need to spend?
We work best with businesses spending $10K or more a month on paid media. Below that, there usually isn't enough conversion data for the platforms to learn from downstream outcomes.
How fast do results show up?
Tracking and offline conversions are usually live in 2 to 4 weeks. Bidding typically needs another 4 to 8 weeks of data before cost per customer moves meaningfully.
Book a 30-minute strategy call → We will look at your accounts and CRM data and show you where the money is leaking.
Alex Fleshner is the founder of FrogFish Consulting. He spent 13 years at Google across Ads and AI, including AI Transformation Lead at Google Cloud AI, Head of Media Strategy at Verily, and lead of the Google Ads lead-gen vertical. More about Alex · LinkedIn
Ready to see where you stand?
30 minutes. We’ll review your funnel, name the biggest lever to fix or scale, and tell you honestly whether we’re the right people to do it.
Book your strategy call →