Lead Gen Models Ranked: Which One Should You Choose?

James Dooley and Kasra Dash break down the different lead-generation models and explain why commission-based, pay-on-performance systems offer the strongest ROI for business owners. They compare cost-per-lead setups with no-win-no-fee models, stressing that understanding KPIs, qualification criteria and profit margins is essential before choosing any provider. They highlight the importance of diversifying lead sources through SEO, PPC and Facebook Ads instead of relying fully on external suppliers. Their discussion positions commission-based lead generation as the safest model because risk shifts to the provider, payments only follow closed deals, and business owners maintain full control over lead quality and profitability.

Creators and Guests

Host

James Dooley

James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

Kasra Dash:
So James, obviously you've been doing lead generation for years. Which lead-generation model do you think is the best?

James Dooley:
By far the best lead-generation model is a commission-based lead generation service. Some people call it pay-on-performance or no-win-no-fee lead generation.
Not many companies offer it because all the risk lies with the lead-gen provider. It is something we offer at FatRank.
If you're interested, head over to FatRank.com, fill in the form, and see whether you qualify for the commission-based model.

In my opinion, it's the best because we take all the risk—clicks, impressions, cost per lead, cost per acquisition.
Clients only pay on conversions.

But let’s rewind a bit. When people ask, “What’s the best model?”—yes, guaranteed ROI is great.
But if you genuinely know your numbers—your average job value, your conversion rate—then pay-per-lead can also be a great model and still deliver a positive ROI.

If you're making a profit from pay-per-lead, I would always say:
Don’t put all your eggs in one basket.
Use FatRank for guaranteed ROI, but also diversify—use other companies on CPL models as long as you're tracking proper KPIs.

What frustrates me is when someone asks:
“How much are you per lead?”
But they don't even know their own niche, margins, or what a qualified lead looks like.

Kasra Dash:
Yeah, exactly. From a lead-gen standpoint, a lot of business owners don’t even define what a qualified lead is.
You need at least three or four bullet points saying what you consider a valid lead.

For example, we spoke to a plumber recently and discovered he also does commercial HVAC.
Huge difference between leaking taps and commercial HVAC—completely different margins.
So businesses need clarity before buying any leads.

If you're doing pay-per-lead, make sure the lead-generation company is asking the right questions on the form, or at least providing the data you need to qualify the lead.

James Dooley:
Yeah. There are many lead-gen models you can use if you want to do it in-house as well.

SEO – the best long-term method

PPC – more expensive but gives instant leads

Facebook Ads – interruption marketing & retargeting

Lead-gen companies – CPL or performance-based

Commission-based models – the original question, and my personal favourite

Commission-based lead generation is the best model in my opinion.
If you want that, head to FatRank.com, or find other agencies that offer pay-on-performance or no-win-no-fee models.