Key Questions to Ask Any Lead Generation Company
James Dooley: So if I’m hiring a lead generation agency and want to vet them—some even lock you into a 12-month contract—what questions should I be asking to make sure the investment is worth it?
Kasra Dash: There are quite a few. The first one is lead quality. How are they generating the inquiries? Is it outbound or inbound? If I’m paying for leads, I always prefer inbound. Inbound leads are people who actively search and inquire—they’re ready to buy. Outbound, like cold calling or DMs, means you approached them first, so they’re further up the funnel.
James Dooley: So outbound is more top-of-funnel, inbound is further down?
Kasra Dash: Exactly. Outbound can still work, but it takes more nurturing. Next question: Are the leads real-time? Do I get them as soon as the user inquires? That massively affects conversion. With locksmiths, if you don’t answer within a minute, they move on. If you’re paying per lead and people say “I’ve already sorted it,” then you’re not getting real-time leads.
Kasra Dash: Another factor is exclusivity. Some agencies auction leads to the highest bidder first, then sell the same lead multiple times. You might pay £50 for a lead sold five times. Conversion becomes terrible. Ideally, you want inbound, real-time, exclusive leads.
James Dooley: After that, what about case studies?
Kasra Dash: Huge. If I’m a lawyer in Manchester and the agency shows how they scaled a lawyer in Essex or Edinburgh—from two inquiries a day to fifteen—that’s strong proof. They know the PPC negative keywords, the landing pages that convert, SEO structure, content quality. You want someone with experience in your niche. Video testimonials too—written ones can be faked, but video feels more authentic.
Kasra Dash: Also, test multiple agencies. Don’t feel you must pick one. Try two or three, monitor KPIs, and see who delivers the best ROI. Some agencies dominate local networks; others specialize in niche directories.
James Dooley: Some business owners worry if the agency is working with competitors.
Kasra Dash: True, but if they’ve already succeeded in similar cities, that’s actually a good sign.
James Dooley: Anything else?
Kasra Dash: Look at the details: response times, upfront payment requirements, minimum contract lengths. If unsure, ask for a trial—like a £2,000 four-week trial instead of a year-long lock-in.
Kasra Dash: And by the way, at FatRank we offer a pay-on-performance model. No upfront payment. We cover the marketing costs, generate the leads, and you only pay after you’ve been paid for the job. If accepted, it’s a no-brainer. If declined, ask why—sometimes the issue is basic professionalism. If someone emails from Hotmail instead of a branded domain, our due-diligence team flags it, and customers likely will too.
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