Mastering Lead Gen

Why the smartest lead gen brands choose Kinase

Kinase has a long and successful history in lead gen spanning the home, travel, b2b and automotive sectors This is underpinned by our ability to understand which leads are most valuable to a business - for instance ingesting sales agent availability and using AI to model lifetime value – and lead to being finalists in the Google EMEA Agency Excellence Awards for Lead Generation and Measurement. You can read more below…

Oliver’s Travels’ Lead Gen Journey from start-up to Conde Nast award winners

The Kinase guide to Lead Gen marketing success

Making smart bidding smarter for Purplebricks

Challenge

In 2023, Purplebricks needed a way to optimise for better quality leads, knowing that not all leads are equally valuable. With the cost per lead rising, a better lead gen strategy was needed.

Strategy

The first step was to ingest field and market data by geographic area. The second was to build a new model which could power up smart bidding with these signals, in order to better optimise for converting leads. Kinase designed a new weighting model to score potential value based on post code, pushing this data to Google hourly.

Results

Lead quality immediately improved. The number of users who booked a property valuation increased by 22% year over year. The net value of a lead increased by over 12%. More leads, and more valuable leads.

This solution lies in strategic insight and handling of data - not proprietary technology outside of Google’s smart bidding, geo targeting and scripts.