James Dooley: Hi, so today I'm joining with Kasra, and today’s video is about B2B lead generation and pay-for-performance. So Kasra, what is pay-for-performance lead generation?

Kasra Dash: This is one of my favourite models as a business owner. It basically means you partner with a lead generation company, but you’re not paying £1,000 or $1,000 every month. It’s based purely on how well they perform. If they don’t generate any leads, you’re not paying them. If they generate five leads, that’s when you pay. The risk sits with the lead generation agency.

Kasra Dash: But as a business owner, I still need to make sure I’m doing my part. I need five-star reviews, a strong digital presence, branded quotes, proper business emails—not a Gmail—and I need to be fast at responding. If I’m a one-man band fitting kitchens and also trying to close deals, I might miss leads for four or five days. Performance-based agencies won’t accept that.

James Dooley: Another term for pay-for-performance is no-win-no-fee lead generation, commission-based lead generation, or revenue-share lead generation. You pay nothing for SEO, PPC, or inquiries. You only pay on converted jobs. That means all the risk is on the lead generator. They decide whether Facebook ads, PPC, or SEO works best. They also find the keywords that generate leads that actually convert into paying clients — which is the hardest part.

James Dooley: Not everyone gets accepted. Around 80% of applicants get declined. At FatRank.com, we offer pay-for-performance B2B lead generation on a commission-only, revenue-share basis. We review your profits, your setup, your team, and decide whether you can properly handle the leads. If you can, it works extremely well.

James Dooley: A roofing company might make £6,000 on a job and happily pay £1,000. A conservatory builder might make £3,000 and pay £500. You only pay once you’ve been paid. Other agencies also offer this, so don’t put all your eggs in one basket. Look for commission-based lead generation companies.

James Dooley: In my opinion, pay-for-performance is the Holy Grail of lead generation for UK businesses. No wasted spend on SEO that may not rank, no wasted PPC clicks that don’t convert, no click fraud, no risk. The only requirement is that you meet the criteria and deliver on the leads.