Lead generation for digital marketing agencies

Did you know that many digital marketing agencies struggle more to get their own clients than to get clients’ results?

Agencies are the creative engine behind huge ad campaigns, running single-channel, multichannel, and omnichannel strategies for brands worldwide. 

But even a skilled team can hit a wall when it comes to growing its own customer base. That’s because attracting clients as an agency needs a different playbook than the one you use for your clients, even in B2B. 

You’re not just selling services. You’re selling trust, expertise, and focus in a sea of “we do it all” competitors.

In this article, you’ll explore key strategies, tools, and best practices for lead generation for digital marketing agencies.

Additionally, it covers a variety of tools and best practices that you can implement to drive greater acquisition.

How to generate leads for a digital marketing agency

Lead generation can seem somewhat overwhelming for many marketers. Given the nature of their work, this may seem counterintuitive. But digital marketing agencies often consider generating leads to be a notable obstacle.

In fact, nearly 61% of marketers report that improving lead quality is their top challenge.

The good news is that you don’t need 100 tactics. You need a clear offer, proof you can deliver, and a simple system to attract the right people.

1. Be very clear about what you do

Don’t say “we do everything.” That attracts nobody.

Pick your main services and say them clearly:

• SEO consultation services
• PPC
• Content marketing
• Ecommerce growth, etc.

Also, say who you help:

• “We help B2B SaaS companies grow organic traffic.”
• “We help small ecommerce brands increase ROAS on Google Ads.”

This filters out bad leads early and brings in people who actually need what you do.

Add a “Who we’re NOT a fit for” section on your website. This scares off time-wasters and impresses serious buyers.

2. Use content marketing on yourself

Many agencies create content for clients and then ignore their own site. That’s a massive red flag.

Create content that proves you can get results:

• Blog posts that answer real questions your clients have
• Case studies that show before/after numbers
• Clear service pages that explain the process and outcomes

Content is more than traffic. It builds trust before the first call.

3. Run PPC campaigns the smart way

Use Google Ads, Meta Ads, or LinkedIn to target people who are already searching for help.

Don’t just write “we’re a great agency.” Use ad copy that speaks to pain:

• “Tired of paying for clicks that don’t convert?”
• “No in-house team? We plug the gap.”

Then fix the post-click journey:

• Fast landing page
• One clear offer (audit, call, or strategy session)
• Simple form

Don’t forget to exclude job seekers, students, and countries you don’t serve. That alone can save a lot of ad spend.

4. Be transparent with pricing

You don’t need exact prices, but give ballparks or tiers:

• “Packages from $X/month”
• “Most clients invest between $X–$Y per month”

This filters out people who can’t afford you and saves both sides time.

5. Show proof everywhere

People don’t believe claims. They believe the proof.

Use:

• Testimonials with names, roles, and logos
• Case studies with real numbers
• Reviews from Google, Clutch, G2, etc.

Spread these across your homepage, service pages, and proposals—not hidden on one “Testimonials” page.

6. Make your value proposition impossible to miss

Answer this in one short sentence:

“Why should I pick you instead of another agency?”

Examples:

• “We only work with ecommerce brands doing at least 50k/month and help them scale profitably.”
• “We’re a technical SEO team for companies with complex sites.”

If you focus on ecommerce, you can take it further by recommending fast and reliable hosting, such as solid Magento hosting (now Adobe Commerce) for large stores.

That shows you think beyond “more traffic” and care about revenue and performance.

How do digital marketing agencies find clients?

Before developing lead generation strategies for digital marketing agencies, start by defining your ideal customer. 

Effective lead generation begins with building detailed buyer personas. 

These are basically fictional profiles based on your current clients and the traits of your ideal prospects. These should include:

• Geographical location
• Industry
• Company size
• Goals and pain points
• Interests and behaviors

Treat your buyer persona as a real person. Give them a name that reflects their characteristics and create multiple personas to match different segments or services.

To ensure consistency, use the same parameters across all personas. This makes targeting more accurate and your messaging more focused.

Once your personas are defined, you’re ready to move into specific strategies to attract and convert leads as a digital marketing agency.

How to find leads for digital marketing agencies

1. Focus on high-quality lead magnets

Most agencies promise “amazing results,” but many can’t actually deliver. A good lead magnet helps you stand out fast.

A lead magnet is helpful, something you give for free (a guide, tool, or training) in exchange for someone’s email or contact info.

It does three big things for your agency:

• Shows your expertise
• Builds trust quickly
• Attracts people who actually care 

Popular lead magnet ideas:

• Webinars – deep dives into specific strategies your ideal clients care about
• Checklists – “Before you launch an ad” or “SEO basics for new sites”
• Ebooks – short, practical guides (1,000–10,000+ words) with real examples
• Worksheets – ad budget calculator, buyer persona builder, content planner
• Templates – ad copy templates, landing page wireframes, social post templates

Create lead magnets that are highly specific to your niche. For example, instead of “Facebook Ads Checklist,” use “Facebook Ads Checklist for Local Gyms.”

Thrive Agency, for example, hosts regular webinars on specific, timely topics that walk attendees through common issues such as how to address negative reviews online.

Remember to have an easy-to-fill lead generation form for users to submit in just a few clicks in exchange for lead magnets. Ask for name, email, and one basic qualifier like company size. Long forms lead to drop-offs.

Check out this blog for lead generation best practices and hacks to land more leads.

2. Use content marketing to showcase knowledge

There’s a reason why so many agencies use content marketing, and that is because it works.

It lets your agency demonstrate expertise and build trust without a hard sell. You show what you know while attracting the right clients over time.

Use tools like generative AI to spark ideas and build content that positions your agency as an authority. But make sure your content stands within the E-E-A-T guidelines by Google. 

Rankings.io is a good example, with a blog tailored to personal injury attorneys and their needs.

A blog helps you rank for high-intent keywords. For example, someone searching for Meta Business Manager advanced features may want to do it themselves. 

However, users searching for troubleshooting Facebook ads or PPC copywriting tips are often seeking expert help. These are the leads most likely to convert.

3. Implement account-based marketing strategies

Instead of waiting for leads, you pitch specific companies or individuals. Research your potential client’s audience, review their marketing, and tailor a pitch to their exact needs.

Use LinkedIn to find decision-makers and reach out with personalized value. Stand out by using a free screen recorder to speak directly to them and show your results. It’s far more effective than a generic message.

This form of account-based marketing helps pre-qualify leads before you even reach out. With today’s tools, it’s easier than ever to target decision-makers and deliver personalized pitches.

For instance, use dedicated ABM (Account-Based Marketing) software to streamline the process and improve precision. This can significantly increase your chances of closing high-value clients.

4. Focus your attention

Stop trying to serve everyone. You’ll blend in with every other agency. Agencies that pick a clear niche usually grow faster and win better clients.

It also helps you build a reputation as both an expert and a service provider.

Why it works:

• Deeper industry insight leads to sharper strategies
• Tailored services improve client outcomes and satisfaction
• Niche credibility brings better referrals and higher-value leads

Instead of chasing every opportunity, focus on the ones where your expertise actually gives you an edge.

5. Run PPC lead generation ads 

Pay-per-click ads help you connect with leads you might not reach through organic channels. Platforms like Google Ads put your agency in front of users actively searching for services. 

Discovery platforms like Facebook or LinkedIn create demand by introducing your offer to users who may not have been looking for it—yet.

For lead generation, try these six platforms: Facebook, LinkedIn, Google, Instagram, Snapchat, and TikTok. 

You can also try using advertising platforms like Blockchain-Ads if your target is companies in highly regulated industries. 

Use automation tools to handle repeat work like follow-ups:

6. Work with the right influencers

Influencer marketing can support lead generation for digital agencies. The key is choosing the right voices. For B2B, focus on industry speakers, trade journal contributors, and recognized experts with niche authority.

Show them the value your agency can offer to their network. A well-placed recommendation from the right influencer can drive qualified interest and elevate your brand.

Once partnerships are in place, use collaboration tools to manage outreach and deliverables. Platforms with Gantt charts help track timelines and keep campaigns on schedule.

7. Take advantage of marketing automation

Automation is a marketer’s best friend.

Automation can significantly improve lead generation while saving time. It syncs new leads to your CRM, triggers instant follow-ups, and keeps your ad lists fresh by updating audiences in real time

Marketing automation tools like LeadsBridge help ensure no lead goes to waste. New contacts are automatically pushed to your CRM or email platform, autoresponders are sent instantly, and your sales team is notified without delay

With systems like HubSpot and Mailchimp connected, your team can act quickly, segment leads for better strategizing, and be more efficient since a significant amount of manual data transfer is eliminated. 

Learn more about marketing automation for small businesses here. 

8. Use referral marketing

Referral marketing is a cost-effective way to generate leads for SaaS marketing agencies. Referred customers have higher retention (around 37%), and often higher lifetime value.

Set up a formal referral program and make it easy to find on your site. If a full program isn’t feasible, consider offering simple rewards, such as a service discount, a free add-on, or a one-time credit, to clients who refer qualified leads that convert.

9. Build a lead generation funnel for your marketing agency

Here is a step-by-step approach you can also use as a simple lead generation funnel checklist. 

Step 1: Start with a focused landing page. It should include:

• A clear, benefit-driven headline
• A short lead magnet description
• One strong visual
• A simple form (name, email)
• A direct call to action

Step 2: Then, drive traffic using:

• SEO for organic visibility
• PPC for high-intent clicks
• Social media to promote content
• Email to reach your list
• Content marketing to build authority

Step 3: Next comes the optimization for performance.

Use an SEO analyzer to fix slow load times, poor UX, and weak copy. A smooth user experience keeps visitors on the page and increases conversions.

After that, you need to nurture your leads through email sequences: 

• Send a welcome email right away
• Share helpful content that aligns with their needs
• Introduce your services gradually
• Include clear CTAs in every email

Step 4: Score and prioritize leads. 

You want to track engagement: email opens, clicks, page visits, and downloads. Focus on the most active prospects.

Step 5: The fun bit: convert those leads to clients by:

• Reaching out with personalized messages
• Offering free consultations
• Sharing relevant case studies and results

Another overlooked angle here is visibility at the decision stage. Instead of only relying on your own funnel, some agencies piggyback on high-intent content where prospects are already choosing vendors. 

Step 6: Measure and refine
Track key metrics:

• Conversion rates at each stage
• Cost per lead
• Lead-to-client conversion rate
• Overall ROI

10. Cold email lead generation for your digital marketing agency

Cold email is still one of the cheapest ways to reach decision-makers in 2025. Tools like LinkedIn email finder can help you build accurate, targeted lists before you start sending.

Start with:

• A clear ideal client profile
• A verified, clean email list

Then protect deliverability:

• Set up SPF, DKIM, and DMARC correctly (an SPF generator helps avoid mistakes)
• Warm up your domain and avoid spammy sending volumes

Write short, personal emails that talk about real pain points while referencing something specific about their company.

Also, use a low-pressure CTA (like “Worth a quick look?” or “Open to a short call?”)

Most replies come from follow-ups, so send a brief sequence that adds value (case study, quick audit, useful insight).

Cold email works best when it’s part of a system:

• Connect it with LinkedIn outreach
• Link to strong case studies or blog posts
• Retarget people who click but don’t respond

Done right, cold emailing becomes a steady and predictable lead source.

How to monitor lead generation as a digital marketing agency

Automating your lead generation efforts is essential to help you continually track and improve your advertising performance. Here are five key strategies to stay on course:

• Use analytics tools: Track where leads come from, conversion rates, and key pages (e.g., in Google Analytics or HubSpot).
• Automate reporting: Build live dashboards (Looker Studio, Tableau) so performance updates itself.
• Score your leads: Give higher scores to people who open, click, and visit key pages.
• Track attribution: Use multi-touch attribution to see which channels really drive pipeline and budget there.
• Test landing pages: A/B test headlines, CTAs, and forms regularly to squeeze more leads from the same traffic.
• Use integrations: Connect your CRM, ad platforms, and analytics so data flows automatically and nothing falls through the cracks.

How to promote a digital marketing agency on social media

Social media is a key part of any digital marketing agency’s lead generation strategy. But just posting content won’t drive results. To get real engagement, you need strategies tailored to your audience and platform.

For example, startups need focused content that helps build trust and visibility early on. What works is relevant messaging, the right format, and consistent timing. 

You can also leverage AI-powered lead generation tools to monitor and improve how your brand is perceived across digital channels.

Best lead generation tools for ad agencies

Facebook lead ads

Lead ads are mobile-first ads that let users submit their info directly on the platform. While you can choose to have one, no landing page is actually needed. They are built to reduce friction and capture leads fast. 

Use it to promote services in-feed, targeting industries or roles most likely to convert.e it to promote services in-feed, targeting industries or roles most likely to convert.ads is a mobile-first ad format that allows you to collect lead information right on the platform without users ever having to go to an external landing page.

Also, automatically sync Facebook lead ads with your CRM, email platform, or any other tool you use. When your leads are transferred in real-time, you can follow up immediately, which increases your conversion odds.

LinkedIn Lead Gen Forms

LinkedIn has a lead generation ad format similar to Facebook’s, where users can fill out lead forms right there on the platform without having to navigate to a landing page off-site.

When it comes to lead generation for digital marketing agencies, LinkedIn Ads are highly effective.

Since LinkedIn is a strong B2B advertising platform, people are automatically in a professional mindset when they’re browsing the site, which helps put them in the right headspace.

As soon as those leads come in, you can use LeadsBridge LinkedIn integrations to push the new lead information straight to your CRM in real time.

You can target users at certain companies, in specific industries, or who hold distinct job titles. This puts you more in control of who is seeing your ad, allowing you to reach relevant users more easily.

Google Ads lead form extensions

Facebook and LinkedIn are excellent PPC platforms for reaching out to users proactively. However, Google Ads can be used to capture people who are already searching for digital agencies.

These are often incredibly high-intent users, and if you get that click early on and you’re a good fit, there’s a decent chance that you’ll snag the lead’s information. When it comes to lead generation for digital marketing agencies, Google Ads lead form extensions are exceptionally useful.

You can add targeting criteria to these ads, though since users are already searching for you, it’s not as crucial as on other platforms. What you should do, however, is test out multiple different ad groups based on keywords.

An agency that focuses on social media marketing, for example, might test out the following keywords:

• Social media marketing agency
• Digital social media agency
• Social media agency
• Social media services for small businesses
• Social media marketing
• Social media management services

Once your campaign’s running, collect leads through Google Ads lead form extensions and send them straight into your CRM, email marketing software, autoresponder, or any other marketing tool automatically and in real time.

TikTok Lead Generation

TikTok may not seem like the most obvious choice for ad agency lead generation strategies. Still, you’d be surprised at the number of successful conversions TikTok is generating for businesses of all kinds. 

As of 2025, TikTok has over 1.5 billion monthly active users, making it an excellent platform for reaching as well as advertising to the platform’s typically high-engagement audience.

TikTok offers a dedicated lead generation ad objective that allows users to submit their information through an in-app form without redirects. 

Setup involves mainly around you defining your audience, choosing your bidding strategy, and customizing the instant form. For service-based businesses like rentals, you can even include elements like a rental invoice receipt template to streamline follow-up.

Read our full article on TikTok Lead Generation.

As an official TikTok partner, LeadsBridge connects TikTok Lead Generation to your CRM or any other platform you use.

Leads from TikTok instant forms are transferred automatically and instantly, so you or your clients can follow up right away without missing a step.

Snapchat Lead Generation

Snapchat gives agencies access to a highly engaged audience who are mostly Gen Z and Millennials. The average users open the app nearly 40 times a day. With 900 million monthly users, it’s a strong channel for lead capture.

How it works:

Snapchat lead ads use in-app instant forms to collect contact details. The process is quick, while lowering drop-offs and improving conversion rates. Forms can be customized for bookings, inquiries, or event signups.

How does Snapchat help agencies? 

Agencies can run targeted campaigns for clients and generate quality leads from a younger demographic. With LeadsBridge integrations, leads sync in real time to CRMs and marketing platforms.

Instagram lead ads

IAs part of Meta’s ecosystem, Instagram lets you create lead ads with instant forms, capturing customer information directly within the app. 

Instagram lead ads are built for mobile and visuals, so they fit Instagram’s audience perfectly.

Here’s how to use them:

• Set up: You create Instagram lead ads in Meta Ads Manager, typically using Advantage+ placements, which allows them to also appear on Facebook and other Meta surfaces.
• Custom forms: You can customize the instant form to collect the exact info you need (name, email, budget, role, etc.).
• For agencies: Use strong visuals and short copy that match your client’s brand and target audience. Send leads straight into a CRM or email tool via integrations (e.g., LeadsBridge) with extras like real-time sync and duplicate checks.

Done well, Instagram lead ads combined with solid integrations result in more qualified leads and a better ROI for your clients.

Best tools for marketing agencies 

Mailchimp

Mailchimp is a leading marketing automation and email marketing platform. LeadsBridge automates the entire workflow by syncing all of your generated leads into an organized Mailchimp campaign.

HubSpot

HubSpot is one of the most popular marketing platforms across numerous industries. It can be tightly coupled with top lead generation sources through the power of LeadsBridge.

ActiveCampaign

ActiveCampaign is software designed to improve email marketing with advanced welcome, drip, and follow-up campaigns. ActiveCampaign pricing varies depending on the features and number of contacts.

LeadsBridge can help guarantee that no leads fall through the cracks and each can be appropriately nurtured in an email marketing campaign. 

VinSolutions

VinSolutions is an automotive-specific CRM designed to help dealerships with customer organization and management. LeadsBridge can eliminate time-consuming manual downloads and transport new leads directly into your system.

Buying digital marketing leads

Buying leads online can look like an easy fix for tech companies and digital marketing agencies. You’re busy, you need a pipeline, and building a full lead gen system takes time.

Here’s the simple truth:

Pros of buying leads

• Fast and easy to get started
• No need to run your own marketing to get names
• You can grow your contact list quickly

Cons of buying leads

• Often more expensive than doing your own lead gen
• Same list sold to many agencies
• Wasted time and money on junk leads
• Hurts email deliverability and increases spam complaints
• Risk of breaking laws like TCPA if data isn’t compliant

Tools like TrustedForm give you a certificate for each lead that shows when and how they gave consent. That proof helps lower the risk of TCPA problems when you buy leads and reach out to them.

Tips and best practices for marketing agencies buying leads

As with any business process, there are several tips and best practices to follow that can make everything run more smoothly, and buying digital marketing leads is no exception. 

Here are some things you should keep in mind going forward:

• Test your lists

When buying leads, don’t trust the full list right away. Test a small sample first to check if emails are valid, people are actually interested, and they match your ideal client. 

• Define your audience

Make sure your target audience is clearly defined (industry, size, role, budget) so you can spot weak lists before you buy. 

Then, use integrations like LeadsBridge Custom Audiences to sync those leads into your CRM and ad platforms.

How to grow your digital marketing agency in 2026

Being “good at ads” isn’t enough. As an agency, you need clear positioning and good use of AI to stand out in 2026.

• Use real customer feedback

Talk to clients and users, and that means beyond dashboard and docs’ comments.

Use feedback tools to collect comments on sites and apps, and watch your Google Business Profile reviews.

Then, look for patterns. What people love, what confuses them, and what they wish you offered. 

That can directly feed your service improvements and upsell ideas.

• Turn your website into a lead engine

Your site should be fast, mobile-first, and focused on getting a demo, call, or form fill.

Use clear CTAs, short forms, and trust signals (logos, case studies).

Fix SEO basics like speed, mobile, structured data, and proper indexing so search engines can actually see and rank your pages.

• Learn to say no

Say no to bad-fit industries, tiny budgets, and broken scopes. Filter leads by your niche, your minimum budget, and your team’s strengths.

Protecting your time and focus is what lets you deliver strong results and build a solid reputation.

• Streamline project management

As you grow, chaos gets expensive. Use one main project and agency management tool for tasks, deadlines, and client files.

Write simple SOPs for each core service and use client portals or shared dashboards so everyone sees progress without endless email threads.

• Use chatbots and AI for lead generation

In 2026, using chatbots and AI for lead generation in internet marketing agencies becomes more popular than ever.

Add AI chatbots to your site and landing pages to answer FAQs, qualify visitors, and book calls 24/7.

Connect them to your CRM so they score leads based on role, budget, and urgency, then send only high-intent leads to your sales team.

This turns your traffic into a constant stream of warm opportunities without adding headcount.

How a digital marketing agency manages clients’ leads

Here’s how a digital marketing agency typically manages clients’ leads:

Implement lead capture forms

• Forms on landing pages: Use forms on dedicated landing pages to capture leads generated from various campaigns.
• Website forms: Embed forms on high-traffic pages of the client’s website (e.g., contact page, blog).
• Social media: Utilize lead generation ads on platforms like Facebook, LinkedIn, Instagram, and TikTok.

Integrate CRM systems

• CRM integration: Ensure all forms and lead capture mechanisms are integrated with your CRM system.
• Automated data entry: Automate the transfer of lead data to avoid manual entry errors and ensure real-time updates.

Lead scoring

• Assign scores: Develop a lead scoring system to prioritize leads based on their engagement level, actions taken, and fit with the client’s ideal customer profile.
• Criteria: Use criteria such as website visits, content downloads, email engagement, and demographic information.

Segmentation

• Segmentation: Segment leads based on characteristics like industry, company size, behavior, and stage in the buyer’s journey.
• Personalization: Personalize communication and content for different segments to improve engagement.

Email marketing

• Automated drip campaigns: Set up automated email sequences to nurture leads over time with valuable content and information.
• Personalized emails: Personalize emails based on lead segmentation and behavior.

Content marketing

• Provide valuable content: Share relevant blog posts, case studies, e-books, and webinars that address the leads’ pain points and interests.
• Retargeting: Use retargeting ads to keep the client’s brand top-of-mind for leads who have shown interest but haven’t yet converted.

Engagement tracking

• Monitor interactions: Track how leads interact with emails, website content, and social media posts.
• Adjust strategy: Use this data to adjust the nurturing strategy, offering more targeted content and communication.

Sales handoff

• Qualified leads: Once a lead is deemed sales-ready, pass it on to the client’s sales team.
• Lead insights: Provide detailed insights about the lead’s journey, interactions, and needs to the sales team to facilitate a smooth handoff.

Regular reports

• Performance metrics: Provide clients with regular reports on lead generation metrics, such as the number of leads captured, lead source, conversion rates, and ROI.
• Insights: Offer insights and recommendations based on the data to improve lead generation and nurturing efforts.

Client meetings

• Review sessions: Hold regular meetings with clients to review performance, discuss challenges, and plan future strategies.
• Feedback loop: Establish a feedback loop to understand client satisfaction and areas for improvement.

A/B testing

• Test strategies: Continuously test different lead capture forms, email subject lines, content types, and CTAs to see what works best.
• Analyze results: Use A/B testing results to refine and optimize the lead management process.

Data cleanup

• Regular updates: Regularly clean and update the CRM to ensure data accuracy and remove duplicates or inactive leads.
• Database maintenance: Maintain a clean and organized lead database to facilitate efficient lead management and reporting.

Effective lead management involves capturing, qualifying, nurturing, and converting leads while providing transparent reporting and continuous optimization. 

Try ad agency lead generation tools for free

One of the best lead generation practices for digital marketing agencies is using automation tools for free. 

Connecting your ad platforms to lead generation tools like CRMs, email platforms, or call centers lets you move leads through your funnel instantly.

The same applies to your clients. 

Syncing their marketing and ad tools into one ecosystem gives you accurate, real-time conversion data and proves campaign impact clearly.

With agency-focused marketing automation, you save time and show value faster. LeadsBridge’s Free plan lets you get started at no cost. You’ll get one bridge and up to 50 leads per month.

Key takeaways

This may sound ironic, but many digital marketing agencies find client acquisition harder than delivery. 

The challenge lies in the diverse paths potential clients take and the need for precision in reaching them.

By applying focused, data-driven strategies and automating the process with tools like LeadsBridge, agencies can streamline lead capture, nurturing, and conversion, all the while turning a common pain point into a competitive advantage.

Discover our complete list of automated lead generation solutions.