Performance-Based B2B Lead Generation: How It Works

Kasra Dash and James Dooley explain pay-for-performance lead generation as a model where businesses only pay once revenue is produced. Risk shifts to the agency because they cover the upfront SEO, PPC and marketing costs. Conversion quality improves because the agency focuses only on profitable services, strong keywords and high-intent traffic. Business readiness becomes essential because agencies decline companies lacking reviews, brand credibility or sales capacity. Revenue-share structures strengthen alignment because both parties earn only when jobs are closed successfully. Clear KPIs guide decision-making because profit margins and value per job determine the commission level that makes the partnership viable.

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: Hi so today I’m joining with James and today’s video is about B2B lead generation pay for performance. What is pay for performance lead generation.

James Dooley: This is probably one of my favourite models as a business owner and it means you’ve partnered with a lead generation company but you’re not paying them £1,000 or $1,000 every month. It is based on how well they perform. If they don’t generate any leads you don’t pay them. If they generate five leads you pay them. The risk is not on my end it’s on the lead generation company. If they say they can generate 50 leads that’s what they should be doing. As a business owner I need to make certain I’m not the reason they kick me off. I need five star reviews. I need a solid digital presence. My quotes need to be branded. My emails can’t be a personal Gmail. I need proper business emails. I need to forward the leads properly. If I’m a one man band fitting a kitchen and trying to close new deals it won’t work because I might not reply to a lead for four or five days. There is a lot of criteria to partner with a performance-based agency.

Kasra Dash: The big part of this is other terms for pay for performance lead generation are no win no fee lead generation or commission based lead generation or revenue share lead generation. You don’t pay anything for SEO PPC or the inquiries. You only pay on converted jobs so all the risk lies with the lead generator. They must decide whether Facebook ads PPC or SEO works best. They must find the keywords that bring profitable leads. Generating leads is easy. Generating leads that convert into paying clients with good profit is the hard part. That’s why not everyone gets accepted. Probably 80 percent get declined. At fatrank.com we do pay for performance lead generation. It is B2B commission based and revenue share only. We check what profits you make. If you say you make £3,000 on a conservatory and you’re happy to pay £500 once the job is completed that’s your only cost. A roofer might make £6,000 and pay £1,000. If they have an office and sales team that can work leads we accept them. It works very well.

Kasra Dash: There are one or two other companies that do pay on performance so don’t put all your eggs in one basket. Find commission-based lead generators.

James Dooley: In my opinion it is the Holy Grail for business owners because they pay nothing up front. No pay per lead. No wasted SEO spend. No PPC spend burned by click fraud or bad keywords. Zero risk on the business owner but you must meet the criteria. B2B lead generation on a commission based system and pay on performance is the best lead generation model in the UK.