Lead generation for digital marketing agencies: Ten tactics you need to use

Digital marketing agencies are the creative powerhouses behind the successful advertising efforts of many companies across the globe. With a carefully curated and skillful team, these firms ideate and implement effective single-channel, omnichannel, and multichannel campaigns for a variety of clients.

However, even a knowledgeable team of advertisers can experience a stalemate when trying to create and build upon a customer base. Things become more challenging in highly competitive markets like the advertising industry.

This is due to the fact that attracting clients as an agency requires a completely different playbook than the standard practices already in place to help clients, even if those clients are in the B2B niche.

Throughout this article, you’ll explore various aspects related to lead generation for digital marketing agencies, including lead generation for digital marketing and 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, almost 54% of marketers say improving lead quality is their greatest challenge.

With that being said, there are several ways to overcome these barriers and acquire a base of clients perfectly matched to your capabilities. These include the following:

1. Define your services clearly

Start by narrowing your focus. Specify what you offer. This could be SEO, PPC, content marketing, ecommerce consulting. Just make sure to highlight what sets you apart from others.

This filters out unqualified leads early. Fewer wasted inquiries, fewer misaligned proposals, more time spent on high-fit prospects.

2. Use content marketing for yourself

Agencies often neglect their own content strategy. That’s a mistake. Create content that mirrors the results you promise clients: visibility, traffic, trust.

Blog posts, case studies, and service pages aren’t just SEO tools. They’re really credible assets. Done well, content marketing generates 3 times more leads than traditional marketing.

3. Launch PPC campaigns strategically

Invest in pay-per-click lead gen campaigns. Targeted, well-built ads can drive high-intent traffic fast. But don’t stop at the ad. Focus on the post-click journey: fast load times, strong CTAs, optimized landing pages.

4. Use transparent pricing 

Be upfront about your pricing tiers, even if you use ranges. It reduces friction for prospects comparing agencies and helps pre-qualify them.

5. Highlight client reviews and case studies

Testimonials are proof of capability. Integrate reviews into your website and pitch materials. Google also favors fresh user-generated content.

6. Promote your unique value proposition

Why choose your agency? No, this is not a copy suggestion for your page. You need to make your USP unmissable across all platforms.

If ecommerce is your focus, recommend reliable Magento hosting to improve client site performance. This adds real value and positions you as a strategic partner.

Buying digital marketing leads

Lead generation for tech companies and digital marketing agencies can be a complex and time-consuming process. Many businesses aren’t sure where to start, and agencies often lack the bandwidth to build a strategy while managing client work.

As a result, some turn to buying leads online.

This shortcut comes with both advantages and risks. Before investing in purchased leads, it’s important to weigh key pros and cons, such as:

Pros

• Buying leads is a quick and simple transactional process

• The lead generation process is simplified as zero marketing is required by your business

• You can quickly increase your database’s capacity 

Cons 

• This practice can often be more expensive than organically generating leads, depending on the number of leads you purchase and where you purchase them from. Additionally, ensuring leads are accurate through vetting can be costly.

• The list of leads that you buy is not always unique to your agency, and can sometimes be shared with multiple business owners.

• You are not guaranteed that the leads you have bought are qualified, leading to a waste of your time, money, and other resources. 

• Email deliverability can be negatively affected, as sending emails to users who are unaware of your business often leads to your messaging being marked as spam. 

• You run the risk of violating TCPA, as you cannot be sure that the data is fully compliant with regulations.

Verifying purchased leads and securing their consent to be contacted is essential. Without proper permission, you risk serious legal consequences and potential damage to your brand.

TrustedForm helps companies avoid these circumstances, providing a certificate for every customer that you contact that proves their consent.

Discover more about how TrustedForm can help you mitigate the risk of TCPA litigation when buying leads.

How do digital marketing agencies find clients?

Before developing lead generation strategies for digital marketing agencies, start by defining your ideal customer. Without a clear understanding of who you’re targeting, even the best strategies will fall flat.

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

Unfortunately, there is no shortage of agencies promising to deliver outstanding results. But many lack the necessary experience, strategy, and technical knowledge to fulfill those promises.

Creating high-quality lead magnets is a powerful way to fuel your agency’s lead generation strategy. Lead magnets act as an entry point into your digital sales funnel, offering value in exchange for contact details.

They also allow you to demonstrate your expertise. When done right, lead magnets build trust, qualify prospects, and position your agency as a knowledgeable partner.

Here are some of the most popular lead magnets:

• Webinars that go in-depth with marketing strategies or detailed information your clients could benefit from;

• Checklists that walk users through crucial marketing tasks, such as “Things to check before launching an ad”;

• Ebooks, which can vary from 1000 words to 10,000+ words with actionable content;

• Worksheets, to help you calculate your ideal ad budget or to develop buyer personas;

• Templates, including templates for graphic designs or writing templates for copy or blogs.

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.

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

When potential clients find useful content, they start to trust your expertise. Many will reach out once they realize that marketing is too technical or time-consuming to handle alone

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. This approach lets you research their 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.

If your agency focuses on health and beauty, you wouldn’t run broad campaigns aimed at “makeup brands.” Instead, you’d create tailored campaigns for specific companies like Maybelline, Sephora, or Clinique.

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, which increases your chances of closing high-value clients.

4. Focus your attention

Trying to serve every type of client rarely leads to strong results. Digital marketing agencies that narrow their focus often see better performance, stronger positioning, and more consistent growth.

Specializing in a niche lets you speak directly to industry-specific pain points and offer solutions that feel built, and not borrowed. It also helps you build a reputation as an expert as well as 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—yet.

For lead generation, try these six platforms: Facebook, LinkedIn, Google, Instagram, Snapchat, and TikTok. Use automation tools to optimize performance and extend your reach as you go without draining time or resources.t of these platforms.

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.

Start by building genuine relationships. 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 clients tend to stay longer and spend more and companies see a 24% drop in acquisition costs with referral programs.

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.

Referrals convert well because they come with built-in trust. Use that to your advantage.

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
  

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 emailing is a direct and cost-effective way to reach decision-makers. Here, you also need to start with a clear ideal client profile and build a verified list. Then, you need to ensure deliverability with proper setup (SPF, DKIM, DMARC).

The next step is writing short and personalizing your emails that speak to real pain points. Include a clear, low-friction CTA. Most replies come from follow-ups, so build a thoughtful sequence that adds value.

Cold email works even better when integrated with your other marketing channels. Pair it with LinkedIn outreach, direct traffic to your agency’s case studies or blog posts, and retarget those who engage with your emails but don’t reply.

Done right, cold email becomes a predictable lead engine for your agency.

Digital marketing agency: How to monitor lead generation

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

Use analytics tools: Platforms like Google Analytics and HubSpot reveal where your best leads come from. Track conversion rates, click-throughs, and lead sources.

Automate your reporting: Use tools like Data Studio or Tableau to create live dashboards and receive regular performance updates. Spot trends early and act faster.

Implement lead scoring: Assign scores based on engagement. Prioritize leads that show high intent, so your sales team focuses on those most likely to convert.

Track lead attribution: Know which channels drive results. Multi-touch attribution helps you invest where it matters.

Test and improve landing pages: Review page performance regularly. Use A/B testing to refine CTAs, forms, and headlines for better conversion rates.

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.

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. 

You can use 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.

With LeadsBridge, you can automatically sync Facebook lead ads with your CRM, email platform, or any other tool you use. Leads are transferred in real-time, so you can follow up immediately and without tedious manual work.

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.

Whether it’s hyper-specific account-based marketing or targeting key decision-makers in selected industries, LinkedIn’s job-centered targeting makes that very easy.

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

With LeadsBridge integrations, you can 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 sound like the most obvious choice when it comes to ad agency lead generation strategies, but 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 who spend, on average, 34 hours and 56 minutes per month on the app. All this shows that this platform is proving to be great at generating high audience engagement.

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. Most 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

Instagram, part of Meta’s ecosystem, enables businesses to create lead ads with instant forms, capturing customer information directly within the app. Instagram lead ads are optimized for mobile users, making them ideal for its visually driven and highly engaged audience.

How it works is by taking control over two main aspects:

• Lead ads can be set up in Meta Ads Manager using Meta Advantage+ placements, ensuring ads appear on Instagram and other relevant platforms.
• Forms are fully customizable, allowing businesses to gather the most relevant information for their campaigns.

And when it comes to agencies, they can:

• Leverage Instagram’s visual appeal to craft ads that resonate with their client’s target audience.
• Capture lead data via Instagram and automatically integrate them into CRMs using LeadsBridge, which also supports advanced features like duplicate detection and real-time delivery.

By integrating Instagram and your favorite marketing tool via LeadsBridge’s integration tools, you can capture higher-quality leads and boost your clients’ marketing ROI. 

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.

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

As previously mentioned, you cannot guarantee that every single lead that you purchase is actually qualified, or even that their information is still correct.

In regard to buying digital marketing leads, it is best practice to run a test on a small group from within the lead list. 

This way, you’ll have the opportunity to determine which prospects within a group possess a genuine interest in your service and have quantifiable characteristics before beginning a full campaign.

• Define your audience

It is imperative that you have a defined identification of your target audience. This way, you will have the ability to recognize significant characteristics within lists before making a purchase email list.

LeadsBridge Custom Audiences integrations afford you the opportunity to target your CRM-segmented audiences within your advertising campaigns.

How to grow your digital marketing agency in 2025

Competition is high and your agency needs more than reactive tactics. Here are the top strategies to drive results in 2025:

1. Harness the power of customer feedback

Understanding your clients’ needs and expectations helps you refine services and improve retention.

• Use tools like Usersnap to collect direct user feedback.
• Monitor and respond to reviews on Google My Business for real-time sentiment.
• Track insights on platforms like Insight Finder to identify market gaps and areas for growth.

2. Build a website that drives conversions

Your website is often your first impression, so make it count.

• Follow modern design standards: keep it clean, fast, mobile-friendly, and aligned with your brand.
• Add focused CTAs and smart pop-ups to encourage action.
• Prioritize SEO basics: site speed, mobile responsiveness, structured data, and indexability. If Google can’t crawl or index your content, it won’t rank.

As Ben Ajenoui from SEOHero says, “If there are any errors, you will not be able to rank on Google because the crawlers won’t recognize your content.”

3. Master the art of saying no

Not every opportunity is worth your time or matters to your agency.

• Evaluate prospects against your goals, capabilities, and risk profile.
• Set clear boundaries to protect your team’s time and output.
• Saying no to mismatched work builds trust and preserves your reputation.

4. Streamline project management

Doing things more efficiently becomes more important as you grow.

• Use agency management tools to centralize tasks, timelines, and client data.
• Define clear SOPs so teams know what’s expected.
• Keep communication tight, especially for remote or hybrid teams. Client portals add transparency and improve collaboration.

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

With LeadsBridge, you can make the best of your lead generation for digital marketing agencies’ practices 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—no manual data transfers.

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.