Paid
Organic
Lead generation agency · UK
Castle runs the whole lead engine for service businesses: paid social, Google Ads, SEO and AI search, landing pages built to convert, and CRM automation that replies in seconds. Reported on cost per sale, not just cost per lead.
Why leads go to waste
The ad gets the click and the form gets filled in. Then the lead waits, gets a generic email, is never asked a qualifying question, and is lost in an inbox. That gap is where most lead generation budgets disappear.
In a 2011 HBR audit of 2,241 US companies, the average response to a web enquiry took 42 hours and 23% never replied at all. The study is old; the problem is not.
Cheap leads that never answer the phone cost more than dear ones that buy. We optimise the ads on qualified leads and closed sales, fed back from your CRM.
Gartner found 61% of B2B buyers prefer to buy without a sales rep. By the time someone enquires they have compared you, so the page and the reply have to be sharp.
What’s included
A team of lead generation experts across paid social, PPC, SEO, web design, creative and automation, working on one goal: more sales from the same budget.
A dedicated social ads team for Meta, Instagram and TikTok.
Measured on cost per qualified lead
An expert PPC team capturing people already searching for you.
Measured on cost per sale
Leads that keep arriving when the ad budget pauses.
Measured on organic enquiries
Pages built for one job: turning the click into an enquiry.
Measured on landing page conversion rate
Every lead hears back in seconds, day or night.
Measured on speed to lead
Leads land where your team works, with their source attached.
Measured on lead-to-sale rate
Know which ad, keyword and page produced each call.
Reported on cost per sale by channel
Leads are the middle of the story, not the end.
Reported on revenue the leads produced
Every engagement includes
Results
Published results from Castle lead generation work. Every figure links back to the full case study.
A Liverpool law firm spending heavily on Google Ads with no owned channel. We rebuilt the brand and site, opened Meta, then grew organic search until paid media could be switched off.
A bifold-door installer unhappy with a previous agency’s cost per lead. A new one-page lead-gen site with stricter forms, postcode-targeted social ads and Google search and display.
A medical supplier moving into occupational health. SEO and PPC campaigns generating hundreds of leads a week, with Salesforce, call scripts and KPIs put in to convert them.
Client reviews
We have recently started using castle to market our heating and plumbing company. So far everything is perfect. Leads are coming in and the communication from the team is outstanding.
I honestly can't say how good everyone is at Castle, they can't do enough for you and the work and numbers they produce out of this world. If I could leave 10 stars I would
…Smashing targets & 24/7 support which is a big bonus for us can’t thank them enough. Connor who’s trying different strategies & believe me they bring in the results!
The whole team at Castle International are an absolute asset to any business that needs a positive boost in their marketing strategy. Expertise, knowledge, patience and a friendly helpful attitude, aiming to give you a bespoke service throughout.
A really great team who fully engaged with our enterprise and brought us rapidly into a whole different level of positive and sustained engagement with our target audience. Very very pleased to be working with them. Brilliant communicators. They've made a huge difference.
Our business has benefited massively by Castle and their team of creative experts. It is a wonderful company that is always working to achieve the best for you. They have a wealth of knowledge and offer outstanding marketing solutions always ensuring they deliver on their promise
On camera
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The lead journey
Most lead generation stops at the form. Ours carries on: every stage between the first ad and the signed job is built, measured and joined up, because that is where leads are usually lost.
Meta and TikTok lead forms, Google Search and call ads, SEO and AI search, each pointed at the people most likely to buy.
A fast, plain-English page with one job, built by our own web team and tested on offers, forms and proof.
An SMS, email or WhatsApp reply in seconds, and a call task for your team while the lead is still on your site.
Short qualifying questions, call scripts and lead scoring, so your team spends time on the leads that can buy.
Every lead lands in your CRM with its source, campaign and keyword attached, then into a nurture sequence if it is not ready.
Won and lost deals flow back to Google and Meta, so the ads optimise towards customers rather than cheap form-fills.
Our track record
Social ads accounts Castle runs for clients in tax rebate, energy and legal. Different audiences, different offers, one approach: test the creative hard, keep the form honest and follow the lead into the CRM.
| Social ads campaign | YoY growth | Cost per lead | Reach | Impressions | ROAS |
|---|---|---|---|---|---|
| Tax rebate sector | 428% | £1.68 | 822,917 | 19,506,745 | 14:1 |
| Energy sector | 322% | £1.87 | 1,322,917 | 12,686,125 | 17.5:1 |
| Legal sector | 766% | £2.12 | 729,941 | 31,207,741 | 15.2:1 |
We produce results in any sector.
Sectors
The channels are the same; the economics are not. A legal case, a boiler install and a B2B contract need different offers, forms and follow-up. Here is how we approach each, and the mistakes we most often find when we audit an account.
High-value cases and some of the most expensive clicks in search. The winning mix pairs Google Search and call ads for urgent intent with Meta for awareness-led claims, and SEO to bring the cost per case down over time, as it did for HNK Solicitors.
Patients research carefully and platforms police health advertising closely. Consultation-led funnels work best: clinician-reviewed landing pages, honest pricing, and a fast, human follow-up that books the appointment rather than sending a brochure.
Local, seasonal and price-sensitive. Postcode-targeted social and local search produce volume; stricter forms and fast quoting turn it into surveys booked. Fit the campaign to the diary, so the team is not buried in March and idle in June.
Tightly regulated and highly competitive. Financial promotions rules and platform verification shape what the ads can say, so compliant creative and pre-qualifying questions matter as much as the media buying.
Longer cycles, bigger committees and buyers who research alone first. B2B lead generation needs content that is found in search and AI answers, landing pages that serve several stakeholders, and a CRM process that turns enquiries into meetings.
The research
Cost per lead varies hugely by sector, but the levers that turn a lead into a customer are consistent: a clear page, plain language, a fast reply and a process that serves buyers who have already done their homework.
The median landing page converts 6.6% of visitors, across 41,000+ pages and 464m visitors.
Unbounce Conversion Benchmark ReportPages written in plain English convert at more than double the rate of pages written at a professional reading level.
Unbounce Conversion Benchmark Reportof B2B buyers prefer a buying experience without a sales rep, so they research alone before they ever enquire.
Gartner, 632 B2B buyers, 2025internal stakeholders and external influencers in a typical B2B purchase. One landing page rarely satisfies them all.
Forrester, State of Business Buying 2026LocaliQ / WordStream Search Advertising Benchmarks, June 2026. US dollars, US-weighted.
Shown in US dollars as published, not converted. UK costs differ by sector and region; your free audit benchmarks against your own account data instead.
Sources: LocaliQ / WordStream Search Advertising Benchmarks 2026 (June 2026); Unbounce Conversion Benchmark Report (current edition, 2024 data) and Unbounce legal industry benchmarks; Gartner sales survey (June 2025); Forrester, The State of Business Buying 2026 (January 2026); Deloitte / Google, Milliseconds Make Millions (2020, data late 2019); Lead Response Management Study, Oldroyd / MIT with InsideSales.com (2007, old); HBR, The Short Life of Online Sales Leads (Oldroyd, McElheran and Elkington, March 2011, old). The speed-to-lead studies are US-based and more than ten years old; they are cited with their dates for that reason.
Lead engine calculator
Set your budget, cost per lead, close rate and job value, then choose how fast leads get a reply. The output is what matters: sales, revenue and cost per sale, not just a lead count.
Revenue a month
Indicative only. The lead-to-sale rate you set is treated as the rate for leads answered within five minutes. Slower replies scale it by illustrative factors Castle has chosen (×0.75 within an hour, ×0.45 next day). These are deliberately far more cautious than the research they are based on, which is old and US-based: the MIT / InsideSales study (2007) found 21 times higher odds of qualifying a lead called within 5 minutes rather than 30, and HBR (2011) found firms replying within an hour were nearly 7 times as likely to qualify a lead. Return on media is revenue divided by media budget and excludes management fees. Your free audit replaces every assumption here with your own data.
Why Castle
Lead generation rarely fails at one point. It fails at the hand-offs: between the ad and the page, the page and the reply, the reply and the CRM. We run all of them, so nothing falls between agencies.
| Feature | Castle | Pay-per-lead provider | Single-channel agency |
|---|---|---|---|
| Leads are exclusive to you, from your own ad accounts | Yes | Often shared | Yes |
| Paid social, PPC and SEO under one roof | Yes | No | No |
| Landing pages designed and built by the same team | Yes | No | Sometimes |
| Instant response, CRM integration and nurture | Yes | No | No |
| Call tracking with outcomes fed back to the ads | Yes | No | Sometimes |
| Reporting on cost per sale, not just cost per lead | Yes | No | Sometimes |
| You own the ad accounts, pages and data | Yes | No | Not always |
| Contract terms | 30-day rolling | Per-lead pricing | 6–12 months |
Comparison reflects how Castle works and common market practice; it is not a review of any named provider.
The team
Castle’s social ads, PPC, SEO, web and automation teams work in the same Liverpool studio. When a landing page needs changing or a CRM automation needs rewriting, it happens this week, not after a three-agency email chain.
Further reading
How B2B businesses can successfully grow their sales with effective lead generationThe world of business is a competitive place, only the best succeed. If you don’t effectively grow your business, you will eventually die out. Many small…Read article
How to re-engage old leadsKeep the approach formal Avoid using social media to contact old leads, instead, use a more formal communications method such as email or phone. In…Read article
How to Optimise your Landing PagesLanding pages can be a great marketing tool – if they’re being optimised correctly, that is. It can be a time-consuming process, but if you stick at it you…Read article
The Anatomy of the Perfect Sales PageWhen you see multiple versions of formulas for copywriting, promising to give you; “the textbook sales page,” how do you know which one is best, when each…Read article
10 signs your digital strategy is outdated10 signs your digital strategy is outdated. Learn how UK businesses can identify weaknesses in SEO, paid media and content strategy, and refocus on…Read article
Why your marketing stopped working in 2026 (and what actually fixes it)Why your marketing stopped working in 2026, from SEO and paid ads to social and search behaviour, and what actually fixes it for sustainable growth.Read articleRelated services
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A lead generation agency finds people who need what you sell and turns them into enquiries you can follow up. At Castle that means running the whole engine: paid social and Google Ads to reach buyers, SEO and AI search for leads that do not depend on ad spend, landing pages built to convert, and CRM automation that replies instantly and tracks every lead through to the sale.
We generate them for you. Leads come from ad accounts, pages and forms set up in your business’s name, so they are exclusive to you and never resold or shared with competitors. You keep the accounts, the data and the audiences if you ever leave.
There are two parts: the media budget that goes to Google, Meta or TikTok, and Castle’s management fee. Both depend on your sector, area and targets, so we scope them per client after a free audit rather than quoting one price for everyone. The calculator above shows how budget, cost per lead and close rate combine.
One that leaves you a profit after the sale. A £150 lead for a personal injury case can be excellent, while a £15 lead for a cleaning quote may not be. Benchmarks vary widely: LocaliQ’s 2026 US data puts the average search cost per lead at $66.69 across industries and $131.63 for legal. We set targets from your close rate and job value, and report cost per sale alongside cost per lead.
It depends on how your customers buy. Urgent needs, such as a boiler breakdown or a legal problem, suit Google Search and call ads. Considered or impulse-led decisions suit Meta and TikTok lead forms. SEO and AI search bring down the cost per lead over time. Most of our lead generation clients run two or three channels together, with budget moved to whichever produces sales most cheaply.
Paid campaigns usually produce leads within the first week or two of launch. Getting to a stable, efficient cost per qualified lead normally takes six to eight weeks of testing creative, offers and forms. SEO builds over months, but keeps producing leads without media spend, as it has for HNK Solicitors.
Yes. B2B lead generation leans more on search, AI-answer visibility, gated content and nurture, because buyers research alone and decisions involve several people. For Kays Medical, SEO and PPC campaigns generated hundreds of leads a week, and putting in Salesforce, call scripts and KPIs increased their sales conversion by 300%.
Yes. We connect lead forms, landing pages and call tracking to HubSpot, Salesforce and most other CRMs, with the source, campaign and keyword attached to every lead. We also set up instant replies, routing, nurture sequences and the feedback of won deals to Google and Meta so the ads optimise towards sales.
Because interest fades fast. The best-known research is old and American, but consistent: a 2007 MIT / InsideSales study found the odds of contacting a lead were 100 times higher when called within five minutes rather than thirty, and a 2011 HBR study found firms that replied within an hour were nearly seven times as likely to qualify a lead. Instant automated replies close most of that gap without adding staff.
No. We work on 30-day rolling terms. If the leads are not turning into sales, we would rather find out why and fix it, or tell you plainly, than lock you into a twelve-month contract.
Free lead audit
We will tell you whether it is the targeting, the landing page, the offer or the follow-up, and what we would change first. If the leads are fine and the sales are not, we will tell you that too.
