How a paid lead generation engagement usually runs

Four stages to go-live

A clear order keeps spend from starting before measurement is ready.

1. Agreement: scope, fee, reporting cadence and notice terms are put in writing.
2. Audit: existing campaigns, pages and tags are checked, and anything broken is noted.
3. Build: the agreed campaigns, pages and tracking are set up in your accounts.
4. Go-live: you approve, ads start running and each conversion type is tested with a real submission.

What to prepare before scoping

None of this needs to be polished. Notes are fine.

• A short description of your typical customer
• Offers you want to promote, with any terms or limits
• Existing ad accounts and who owns them
• Your website platform, such as WordPress, Webflow or Squarespace
• Any current tracking: tags, pixels, call tracking numbers
• Where inquiries go today and who follows them up
• A rough monthly ad budget

Data stays with your business

Campaign history, audiences, conversion data and inquiry records all belong to you. Keep them in accounts you own: the ad platforms, GA4, your tag container and your CRM. The partner should not copy customer lists out of those systems or hold them elsewhere without your written agreement. If they upload a customer list to Meta or Google for matching, ask how it is handled and who can see it. And if your forms collect phone numbers for calls or texts, the consent wording is yours to set up with your own counsel, since TCPA rules fall on the business making the contact.

After launch

Once campaigns are live, the work shifts to watching and adjusting. The partner checks search terms, audiences, budgets and ad performance on the schedule you agreed and makes changes inside the scope. You get a report at the agreed interval showing spend, clicks, conversions and cost per conversion by campaign, taken from the ad platforms and GA4. Bigger changes, such as a new channel, extra landing pages or a larger budget, are discussed first and may change the fee. Either side can end the arrangement on the notice period in your agreement.