Whether you're interested in understanding the latest search trends, leveraging TikTok for leads, or exploring new ways to drive efficiency in your campaigns, there’s valuable information here for you.
By reading this, you’ll gain a solid overview of the current state of lead generation, along with actionable strategies to help you stay ahead of the competition. We’ll explore innovative lead generation approaches, the impact of AI, and tactics for navigating a challenging search landscape.
You’ll also discover how TikTok is shaping up to be a powerful tool for leads and why offline conversion tracking is key to maximising lead quality. These insights are designed to help you to improve your marketing and boost your lead generation success.
Who is Leading the Way in Lead Gen for 2025?
Lead generation is changing constantly; we are seeing new tactics driven by a mix of data insights, technology, and creative approaches. In this section, our Lead Generation Business Director, Peter Baines, explores how businesses are reshaping their lead generation activities to gain a competitive edge.
Leveraging AI in Lead Generation
AI plays an important role in creative testing, lead quality optimisation, and managing diverse marketing platforms. By understanding audience behaviour more deeply, AI can help marketers better target their efforts, resulting in smarter campaigns and improved ROI.
AI helps automate the analysis of creative elements, making it possible to quickly test and optimise ad content, from colour palettes to copy variations, in ways that would previously have taken weeks.
Platform Diversity
Relying on just one platform for your marketing efforts is no longer enough. With competition heating up on traditional platforms, it’s critical to experiment with diverse channels. Diversifying into underutilised platforms can reduce costs and boost lead quality by reaching audiences that your competitors are missing.
Key Takeaways:
- Use AI to streamline creative testing and boost effectiveness.
- Diversify your platform mix to avoid rising competition and costs.
- Ensure your CRM and tracking tools are integrated to enhance lead quality.
The Biggest Missed Opportunity in Lead Generation
One of the biggest challenges for lead generation today is understanding not just how many leads you generate, but the quality of those leads.
In this presentation, Rhianon Nasta, Lead Gen Account Manager, talks about why offline conversion tracking (OCT) is such a game changer for businesses that want to take lead quality to the next level.
What is Offline Conversion Tracking?
Offline conversion tracking allows you to link your digital advertising to real-world outcomes, giving you a clear picture of which ads are driving quality leads and actual sales. In short, it’s like having someone at the door of your event to check who actually turned up after RSVPing.
Why Quality Matters More Than Quantity
High-quality leads can have a far greater impact on your business than simply generating a large volume of leads. By using OCT, you can filter out low-quality prospects, saving your sales team time and increasing your overall conversion rate.
One of our case studies showed that while lead volume fell by 40%, the number of quality conversions increased by 60%, demonstrating the power of focusing on quality over quantity.
Key Takeaways:
- Offline conversion tracking helps you understand the true value of your leads.
- Focus on generating fewer, higher-quality leads rather than chasing quantity.
- Integrate OCT with your CRM to make smarter decisions and improve ROI.
Growing in a Challenging Search Landscape
Search engines are evolving, and the competition for visibility has become increasingly tough. In this presentation our SEO Account Director, Hiten Patel, addresses how to stay competitive when search algorithms are constantly shifting and PPC costs continue to rise.
Balancing SEO and PPC
Balancing SEO and PPC is key for sustainable growth. While PPC offers immediate results, SEO drives long-term value and organic brand credibility. Relying solely on PPC can be risky, especially with rising costs per click, making it crucial to have a balanced approach that allows you to build stability through organic channels while using PPC to support short-term goals.
Adapting to Algorithm Changes
Google’s regular updates can often make it challenging for marketers to stay ahead. By keeping a focus on creating high-quality, specific content, you can help ensure that your brand appears in AI-enhanced features like AI overviews and answer boxes, which are gaining prominence in search results.
Key Takeaways:
- Balance short-term PPC gains with long-term SEO growth.
- Adapt to algorithm changes by creating specific, value-driven content.
- Use data to make informed decisions about when to invest in paid versus organic strategies.
Generating Leads with TikTok
TikTok is no longer just a platform for entertainment; it’s also becoming a powerful tool for lead generation. In this presentation our Account Strategist, Cim Dahir, explores how TikTok can help businesses tap into new audience segments and generate high-quality leads effectively.
Creative Flexibility
The key to TikTok’s effectiveness is its creative flexibility. The platform rewards authenticity, which means brands have to move away from overly polished ads and instead create content that resonates more naturally with users.
Testing different creative approaches—such as using user-generated content (UGC) and following platform trends—can significantly improve campaign performance.
The Importance of Iteration
TikTok campaigns thrive on iteration. Testing and tweaking your creative strategies week by week will help you find a winning formula. Iterating on small changes, like messaging or visual style, allows you to continually improve and scale effective ads.
Key Takeaways:
- Use creative content that feels native to TikTok to boost engagement.
- Iteratively test different formats to refine your campaign for success.
- Take advantage of TikTok’s growing audience demographics to reach untapped leads.
Innovate with Pay Per Lead Models
In this presentation, Rohan Moona, Senior Account Manager, introduces the concept of the Pay Per Lead team at Push as the “Black Ops” of lead generation—focused on agility, experimenting with unconventional channels, and delivering results-oriented marketing.
Agility and Experimentation
Pay Per Lead (PPL) allows you to focus purely on results. The PPL team’s success comes from experimenting with unconventional marketing methods—such as SMS marketing and guerrilla tactics—to diversify lead sources and test what works. This agile approach means switching quickly when strategies aren’t delivering, which helps maximise success.
Leveraging Native Advertising and Automation
The Pay Per Lead team also uses native advertising, allowing ads to blend in naturally on high-authority sites like BBC and The Guardian, driving engagement at a lower cost than traditional channels. Automation tools are also essential, helping qualify leads before sending them to clients, which ensures lead quality and a higher conversion rate.
Key Takeaways:
- Experiment with unconventional channels to find untapped opportunities.
- Be agile—if a strategy isn’t working, move on quickly.
- Use native advertising and automation to improve engagement and lead quality.
We hope you found these insights valuable. The world of lead generation is changing fast, and staying ahead means constantly testing, refining, and diversifying your strategies.
If you're ready to take your lead generation to the next level, we’re here to help. Whether you need support implementing these strategies or tailored advice for your business, don’t hesitate to get in touch with us..
