We’ve covered a lot of ground in our series on SEO, PPC, and Pay-Per-Lead (PPL). We’ve seen how each one fits into your marketing strategy and what you need to be aware of when using them. Today, we’re going to tackle the big question: Why is buying leads probably the worst option for a long-term strategy? Buckle up, and let’s get into it!

Missed the other 2 parts? Here’s Part 1 and Part 2 of this series.

The Illusion of Quick Fixes

The Appeal of Pay-Per-Lead

Let’s be real: the idea of buying leads can be super tempting. It sounds so simple – you pay a fee, and leads are handed to you on a silver platter. No waiting, no fuss. For a busy business owner, it feels like a dream come true. But, like all things that seem too good to be true, there are some serious catches.

Short-Term Gains, Long-Term Pains

Buying leads might give you an immediate influx of potential customers, but it’s not a sustainable strategy. Here’s why:

• High Costs: Lead providers charge a premium for their service. You might end up paying a lot per lead, and not all of them will convert into customers.
• Shared Leads: You’re often not the only one buying those leads. You’ll be competing with other businesses for the same customers.
• No Lasting Value: Once you stop paying for leads, the flow stops. There’s no lasting benefit to your business.

Important: When doing the ROI math, remember that if a lead is $20 ea and you get $100 profit from the job, that’s NOT $100 – $20 = $80 profit. Those leads are typically shared with 4+ other businesses so all things being equal, you have a 1 in 5 chance. That makes the math $100 – ( 5 x $20 ) = $0. ZERO DOLLARS means you’re just hoping to break even! Why on Earth would you engage in anything where your best-case scenario is break-even!??!?

The Misaligned Incentives

Who Really Wins?

Lead providers like HomeAdvisor and Angi have one goal: to sell as many leads as possible. Their built-in incentives are not aligned with yours. Here’s how that could play out:

• Irrelevant Leads: They might send you leads that don’t match your services just to make a sale. You waste time and money chasing dead ends.
• Lead Sharing: They may sell the same lead to multiple companies. You end up in a bidding war with your competitors.
• Shady Practices: Some providers have been known to reactivate campaigns without permission or sell old, recycled leads.

Your Experience Matters

At Prospect Genius, we’ve heard countless stories from businesses frustrated with these practices. You deserve better than to be at the mercy of a lead provider who doesn’t have your best interests at heart.

Building Your Own Success

The Ownership Model: SEO

SEO is like owning your own home. You build it, maintain it, and over time, it grows in value. It might take longer to see results, but those results are lasting. When you invest in SEO:

• You Own the Traffic: The traffic to your website is yours. It doesn’t disappear when you stop paying.
• Brand Building: Good SEO strengthens your brand. It makes your business more visible and credible.
• Long-Term Value: Every piece of content, every backlink, and every optimization adds to your business’s long-term success.

The Support Act: PPC

PPC can be a great complement to SEO. It’s like renting a tool you need for a specific job. Use it for:

• Immediate Results: When you need a quick boost or want to promote a special offer.
• Targeted Campaigns: Reaching specific audiences, in specific geographies, with tailored messages.
• Supporting SEO: Filling in gaps while your SEO efforts take root.

The Smart Strategy

Invest in What Lasts

At Prospect Genius, we focus on strategies that build long-term value for your business. Here’s why:

• Aligned Goals: Our success is tied to yours. We want to help you grow, not just make a quick buck.
• Sustainable Growth: By investing in SEO, you’re building a foundation that supports your business for years to come.
• Complementary Tactics: We use PPC and social media marketing to support and enhance your SEO efforts, ensuring you get the best of both worlds.

The Bottom Line

Buying leads might seem like an easy solution, but it’s fraught with challenges and risks. Instead, invest in building your own traffic through SEO and support it with smart, targeted PPC campaigns. This approach not only saves you money in the long run but also builds a lasting, valuable online presence.

Thanks for joining us on this journey through the world of SEO, PPC, and PPL. We hope this series has given you the insights you need to make informed decisions for your business. Remember, at Prospect Genius, we’re here to help you grow and succeed. Reach out to us anytime – let’s build something great together!

We hope this series has helped you understand the ins and outs of SEO, PPC, and PPL. If you have any questions or need personalized advice, don’t hesitate to contact us at Prospect Genius. Let’s turn your marketing strategy into a powerhouse of success!