How I Built a 6-Figure Lead Generation Site in Under 1 Year - AMA!

Hi IndieHackers!

Prasad here - I run a digital marketing agency based in Toronto. I work primarily with local service based businesses.

Before the pandemic, I was charging clients monthly retainers to run their ads, but when the lock-downs happened, I lost all of my clients in 72 hours.

As I searched for a way to pivot and start generating income again, I came across the pay-per-lead model using lead generation sites and paid traffic. It allowed me to build a 6-figure website/income relatively quickly.

It's important to note before we get into this, this is not a get-rick-quick scheme. I have years of experience in marketing, so it might take you more time or less.

Here’s how it works:

Step 1: Choose a local niche.

Let’s say HVAC.

Step 2: Build a 2-page website.

First page has a headline (EG - Get a free quote on replacing your cooling system and see if you can save at least 20% on your next bill).

It should then have a quiz under it which asks the prospect 5-10 qualifying questions that a HVAC business owner would want to ask them.

The second page is the Thank-You page that the lead lands on after submitting the quiz. Add your Facebook and/or Google pixels on both pages.

Step 3: Run Facebook Ads.

Start running Facebook ads directly to this site BEFORE getting clients. Spend $100 and generate as many leads as you can. You need this as social proof before going to clients to sell them on it.

Now you have a bunch of HVAC leads. These aren’t just any leads - these are people that provided their contact info as well as answered 5-10 qualifying questions.

Most local business owners have never seen long-form leads like this or have never generated them before, so it’s much more valuable in their eyes and it’s an easier sell then name-phone-email leads which in their experience are garbage.

Step 4: Scrape a List of Business Owner Leads

Scrape a list of HVAC business owners in your province/state. There are all sorts of tools to do this online.

Step 5: Outreach

Reach out to them via cold email or LinkedIn and attach the lead examples, or send them to a landing page with the lead examples embedded so you can retarget those people later on.

This is a volume game at this point, so you need to reach out to hundreds/thousands of prospects. It'll get easier once you have testimonials and client results.

Step 6: The Pitch

Once you find a few interested prospects, pitch them on pay-per-lead.

Here's how that works: They order min. 20 leads and pay up front. Now you have $1000, for example. Your goal is to generate 20 leads for $500 and make a profit. You will also replace any leads where the phone number is wrong as a value add so the prospect feels more confident.

PPL is a much easier sell than retainers because it’s a concrete result. If they order 20 long form leads, they’re guaranteed 20 long-form leads. No more, no less. If they close 4/20 (20%), then they’ll know their numbers and scale the number of leads they order from you.

What’s even better is that you’re not managing 30 different ad accounts and funnels for 30 different clients. It’s one ad account, one funnel and 30 different clients that you distribute leads to evenly using a lead distribution software.

That’s it! Hope that helps. I didn’t include much examples in terms of screenshots, etc. here because I don’t know how much traction this post will get, but happy to revise it and be more specific if there’s interest. Let me know if you have any questions about this.

Also, I’m thinking about starting a small mastermind community around local lead generation. Something super cheap around $9/m just so we keep out people who won’t add value. We can talk about things like local lead generation sites, running campaigns, get support, case studies, etc.

If this is of interest to you, please let me know in the comments. If we have enough interest, we can get something going.

Update: Thanks for all the support! I've launched the $9/m local lead generation mastermind. Check out the details here:


  1. 2

    Hi , Congrats on the success,
    can you tell something about the margin you make ?
    100.000 revenue with 20% margin is a different ballpark than with 60% margin
    margin : you generate a lead with cac of 10 dollar and sell it to partner/customer for 20 dollar
    you have 50%

  2. 1

    Hey @prasadmahes, this looks like a pretty good idea mate!
    Thanks for sharing the post!

    Are you on LinkedIn?
    Would love to connect with you :)

  3. 1

    Could you provide us with one of your website for leads

  4. 1

    Thanks for the write up. Would you mind giving some more specifics on what you use to scrape the business owner leads?

  5. 1

    Would be super interested in a mastermind community around this topic! Thanks for sharing Prasad.

  6. 1

    have you received feedback from our customers -- how valuable were the leads? what was the final conversion rate?
    I would be interested in participating in the group you mentioned.

  7. 1

    Hello Prasad! Awesome result and idea. I'll be interested in your masterclass.
    Look, what tool do you use for a quiz?

  8. 1

    I'm interested in this - please let me know when the mastermind starts. Did you also consider something like a "rank and rent" model too?

    And how many of these niche do you operate currently for reaching your current revenue flow?

  9. 1

    I'm interested in doing this and I have a niche picked out. I'm an aspiring digital marketer who started as a graphic designer and front-end web developer. I've been wanting to do this however there are so many scams out there so I have been reluctant. Would you want to work with one another?

  10. 1

    Great idea, thanks for sharing. I'd be interested too!

  11. 1

    how would you go about marketing for SAAS or tech companies ??

  12. 1

    I would be interested in this. I already work part time building out websites and PPC campaigns for local service providers - it's crowded with angi and homeadvisor but its very scaleable if you can get it flowing well and/or find really underserved niches.
    let me know how I can contact you directly.

  13. 1

    This sounds interesting, I would be interested in learning more. For example, what does the ad copy look like? Do you take that same lead and sell it to multiple business? Or are the leads exclusive to each business?

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