Leadworks
Company

Rethinking lead acquisition around transparency, value and performance

Leadworks was built by leadgen veterans with 15 years of industry experience. We've generated more than a million leads across the debt, mortgage, personal loan and auto finance verticals. Over the years, we came to realize that traditional lead generation is broken. Here's why.

The problem

Misaligned incentives

Lead vendors are incentivized to generate leads at the lowest possible cost while still retaining the client. The advertiser's goal is different: generate the greatest possible net return. Those interests can overlap, but they aren't inherently aligned.

Pricing is disconnected from value

Lead vendors often use dozens, sometimes hundreds, of affiliates to generate their leads. Lead quality varies drastically by affiliate and traffic source, but they're all sold to the advertiser at the same price.

Delayed performance feedback

Disposition reports are often infrequent, and even when they're not, the sales cycle creates a built-in delay before final performance metrics come in. Both of these make optimizing for lead quality slow and inefficient.

Lack of branding and resold leads

In traditional leadgen, advertising is run to the lead vendor's brand rather than the advertiser's. This weakens brand awareness, lowers contact rates and creates an opportunity for leads to be shared or resold to multiple companies.

Inefficiency of communication

Lead vendors sit between the advertiser and acquisition partner, creating an unnecessary bottleneck. Routing discussions on lead quality, ad copy, delivery timing, pricing and caps through the vendor creates delays and inefficiency.

A better model

We believe advertisers and acquisition partners are more successful when they can work together directly and with full transparency. Pricing and caps should reflect lead quality and offer performance, using CPL, CPA or ad spend-based models.

Pricing and caps should also adjust with lead value. If quality drops, they should come down. Likewise, if a high-performing partner can deliver more volume at a higher price while still hitting the advertiser's targets, they should increase.

Our solution

That philosophy became Leadworks: a Marketplace for finding vetted affiliates and media buyers, and a Private Exchange for managing existing lead sources, with our proprietary technology at the core of both.

Projected Performance gives advertisers an early read on lead quality, while Predictive Optimization feeds sales data to the ad networks to improve net return. Campaigns are advertiser-branded, and CRM integration connects leads to sales, giving both sides the data to negotiate pricing and caps based on value.

The result is a more transparent lead acquisition ecosystem with better-aligned incentives and better outcomes for both sides.

Map showing the Leadworks office location in Burnaby, British Columbia

Contact Leadworks

Have a question? Reach out and our team will get back to you.