Lead generation campaigns — acquiring high-value leads
Advertising campaigns built around lead acquisition and conversions. We help you choose the right lead generation technology and tools, build the funnel and run effective campaigns across Google Ads, Facebook Ads and LinkedIn Ads. Your campaigns are run by the ICBM Polska team — a Google Premier Partner since 2014 with over 1,000 completed campaigns. Everything is fully measurable — from the form submission to the cost per lead.
What is lead generation
Lead generation is marketing activity focused on acquiring high-value contacts with potential customers — submitted forms, sales inquiries, consultation sign-ups or phone calls. Unlike campaigns built purely for reach, the goal of lead generation is a specific conversion: contact details left by a person genuinely interested in your offer.
Our experience running conversion-focused campaigns for service and B2B companies shows that success is determined not by the number of clicks, but by the quality of the leads acquired and the cost of acquiring them. That is why we start every lead generation campaign by establishing what a single contact is worth to you and what cost per lead (CPL) is profitable for your business — and only then do we choose the channels.
What managing a lead generation campaign includes
Effective lead acquisition is a well-designed funnel, not a single ad. When running lead generation campaigns, we take care of, among other things:
- Selecting the technology and channels — from Google Search, through lead forms, to Facebook Ads and LinkedIn Ads in B2B.
- Setting up conversion tracking — measuring forms, inquiries and phone calls, so you know what actually generates leads.
- Building the acquisition funnel — from reaching a broad audience to closing the conversion with remarketing.
- Optimizing cost per lead (CPL) — lowering the cost of each contact while maintaining its quality.
- Google AI-powered bidding strategies — automation that directs your budget to users with the highest conversion potential.
- Analysis and reporting — continuous monitoring of lead volume and cost, broken down by channel.
Want to acquire more high-value leads? We will prepare a free campaign quote.
Request a free quoteWhich channels work best for acquiring leads
The foundation of most lead generation campaigns is search advertising on Google — it captures people actively looking for a service. It is complemented by remarketing, which recovers users hesitating to leave their contact details, and the Google Display Network, which builds reach at the top of the funnel. In the B2B segment, LinkedIn Ads campaigns deliver significant value, and for precise targeting and awareness building we use programmatic (Display & Video 360).
Why cost per lead (CPL) matters
CPL (Cost Per Lead) is the average cost of acquiring one contact — a completed form or a sales inquiry. It is the key metric in lead generation campaigns, because it lets you assess profitability and compare the efficiency of individual channels. We optimize campaigns to lower CPL while maintaining lead quality — because a cheap but worthless contact never turns into a sale. We also help you build a business model and KPIs based on real results, reallocating budget to the most profitable sources.
Which businesses benefit from lead generation
Lead acquisition works wherever a sale requires contact — in services (legal, financial, construction, medical), in industries with longer decision cycles, and in B2B. It is also an effective model for companies that do not sell online but need sales inquiries and phone calls. We have run conversion campaigns for companies across many industries — you will find specific results in the results section below.
See how a lead generation campaign can increase the number of inquiries your business receives.
Let's talk about leadsEnd-to-end support for lead acquisition
End-to-end support
We help you choose lead generation technology and tools, and run advertising campaigns built around conversions.
Business model
We help you build an ROI-driven business model. Working with data lets us reallocate spend effectively and budget each channel according to its profitability.
Potential customers
We use advertising tools that reach the widest possible audience, filling the entire sales funnel.
Measurable results
Everything we do is fully measurable — submitted forms, number of inquiries and phone calls.
Flexible billing
Campaigns support different payment models — per click, per impression or per conversion.
Transparency
We offer clear terms of cooperation. No hidden costs. Open-ended contract.
What we can offer you
Certifications and experience
We have already delivered more than 1,000 campaigns for companies across many industries, so you can be sure the campaign we build for your project follows innovative methods and high standards.
Online marketing strategy
We create an online marketing strategy and help define the metrics that objectively measure the effectiveness of our work — online sales, enquiry submissions, phone calls, e-mail clicks.
Business advisory
Our primary goal is to achieve the best possible results for you and your company. Working with us, you receive substantive business support along the way.
Google Premier Partner
We have been a Google Partner since 2014 and a Google Premier Partner from 2017 to 2026. We actively took part in the Google Partner Rising Stars and Digital Champion programmes.
AI-powered advertising campaigns
The campaigns we manage include text ads, display ads and bidding strategies — automated and powered by Google AI. We also actively use AI-based LLM models to deliver better campaign results.
How we work
Building a Google Ads campaign
Why ICBM Polska
Data Driven
Using data allows us to increase the ROI and revenue of your marketing activities — and that translates directly into business growth.
Dedicated account manager
We have many years of experience growing companies through online advertising. Your dedicated account manager continuously oversees the delivery of your business goals.
Machine Learning / AI
Only with innovative Machine Learning / Google AI solutions (self-learning systems) can campaigns keep adapting to rapidly changing consumer behaviour.
Web analytics
Skill and talent, combined with the effective use of user data, let us consistently uncover opportunities for additional online revenue from new marketing initiatives.
Results that speak for themselves
Frequently asked questions
What is lead generation?
Which campaigns work best for acquiring leads?
How do you measure the effectiveness of lead generation campaigns?
What is cost per lead (CPL)?
What tools do you use to generate leads?
Do I get access to the Google Ads account?
Who do I pay the Google Ads budget to?
I don't have a Google Ads account. Who creates the ad account?
What happens to the Google Ads account after we stop working together?
What does the Google Ads campaign management service include?
How long is the contract?
Which billing model do you prefer?
After what period can the campaign be evaluated?
How is campaign reporting handled?
Do you have a price list for your services?
