UK Lead Generation Podcast

James Dooley: So if I’m looking to grow a PPC business, how would you grow it? What should I actually be spending on marketing?

Kasra Dash: If I’m running a PPC agency and I want more Google Ads clients, the first thing I’d do is build a professional website that instantly shows why I’m the best PPC expert to hire. PPC isn’t just setting up campaigns and bidding strategies. Proper keyword research matters hugely—especially bidding on strong buying-intent terms. And every client should have click-fraud protection set up to minimize wasted spend.

James Dooley: A lot of people worry PPC is expensive, so they get scared to invest. Minimizing risks and leak points is important.

Kasra Dash: Exactly. And the next thing is conversion rate optimization. You can run the best ads in the world, but if your landing page isn’t optimized to convert, your cost per lead is going to be sky high. Design, messaging, SEO—everything plays a role. If you specialize, like PPC for dentists, plumbers, electricians—your site should rank for those terms: “PPC for electricians,” “PPC agency Manchester,” and long-tails like “best PPC expert for dentists.”

You should also run PPC for your own agency—if you know your lifetime customer value and can afford the clicks. If the main keywords are too expensive, target long-tail variations with better conversion intent.

James Dooley: What about organic content or paid social ads?

Kasra Dash: They work well. Blog content, YouTube videos, LinkedIn posts, and case studies all help a lot. Case studies especially—they build trust. If someone requests a quote, they’re going to check your LinkedIn. If they see guides, videos, value—your conversion rate increases.

Facebook ads can also work. One great hook is: “Let me audit your PPC account—see where you’re overspending.”

James Dooley: And lead generation platforms?

Kasra Dash: It all comes down to lifetime value and acceptable cost per acquisition. If Clutch or Bark sell leads at £50 each, and you convert 10%, that’s £500 per new client. If that fits your margins, it’s a no-brainer. At FatRank.com, we also provide a no-win-no-fee model. PPC agencies can apply, but we only accept those who look professional and can convert. If your website is outdated, your email address isn’t professional, or you have only two reviews in five years, the conversion rate will be terrible. Fix these first, then reapply.

Once accepted, we send inquiries, and we only get paid when you close a deal. But no business should rely on a single source—always diversify with SEO, PPC, paid leads, and third-party platforms.

James Dooley: What about traditional marketing—billboards, radio, that kind of stuff?

Kasra Dash: No. You can’t track KPIs well enough. It’s better to list on Fiverr or Upwork, especially when you’re starting out.

Here’s one of my best outreach tips: Search “electrician jobs Manchester” or similar. If PPC ads show up, that means the agency running their ads forgot to add negative keywords like “jobs.” Screenshot it and email the business owner: “You’re paying for job-seekers, not customers.”
This works extremely well because you’re exposing a real leak in their current PPC setup.

James Dooley: That’s a brilliant strategy.

Kasra Dash: It works every time.