How to grow a PPC agency? | PPC Agency Lead Generation

James Dooley and Kasra Dash explain how a PPC agency can grow by building a professional brand presence, improving CRO, and using targeted SEO, because clear positioning increases lead quality and conversion. They outline how social content and case studies build trust because prospects validate expertise before enquiring. They stress that lead generation works when agencies track lifetime value and cost per acquisition because data guides profitable scaling. They show why fatrank.com creates safer growth through a no win no fee model because payment happens only on conversions.

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 if I am looking to grow a PPC business how would you grow it what would you recommend what I spend on marketing

James Dooley
so if I'm a PPC agency and I'm looking to grow more clients to do Google AdWords then what I would be looking to do is first and foremost have a professional looking website that comes across and explains all the different Services of why I am the best PPC specialist there is to hire so PPC is more than just going setting up a campaign and doing your bidding strategies and getting your title tag being correct don't get me wrong that's all important right your keyword research here is phenomenal it's so important to get right you need to make certain that you're doing buying intent keywords and that's what you're bidding on but you also need to make certain you've got click fraud type setup that for any clients that you're working for that you're been able to track this click fraud to try to prevent it as much as you can a lot of people are scared of doing PBC because it's expensive to run so you want to try and make certain you're minimizing what their kind of pitfalls could be as a customer on the website the next part is I'd also want to make certain on the website when I'm building it out and maybe SEO in this website is that I'm an expert in conversion weight optimization conversion rate optimization in PPC go hand in hand you have the best ads in the world but if you send it through to a page that isn't built for conversion it's going to affect your cost per lead that you're getting through from PPC so the design and the look and the feel of the website alongside trying to rank it for terms like PPC for and if you specialize in dentists or lawyers or carpet cleaners or plumbers or electricians I want to be ranking for PPC for electricians PPC for plumbers PPC for carpet cleaning or if you only wanted doing a specific demographic area PPC agency in Manchester PPC agency in Liverpool PPC agency in New York wherever you're based I'd want to be trying to rank for those terms with a sexy looking website that's SEO to try to convert but if you are a PPC agency another big part would be I want to be showing up high for PPC as well so I want to be some of types in PPC specialist I kind of want to try as long as I've got the budgets and I know my lifetime value of a customer and I can afford it I'd want to be trying to rank to be doing PPC for PPC agency PPC specialist best PPC expert and stuff like that if they are too expensive then do the longtails like best PPC expert for dental practices best PPC expert in Manchester I'm going after the long Tales which normally means that it's cheaper cost per clicks and then normally means that obviously you can convert if your landing page start saying we are a Manchester based PPC agency and some type in PPC agency in Manchester the quality kind of scores of what you're getting will be lined up very well so be doing those two but what's your thoughts on social media organic social media or paid social media because obviously it's like you could do a lot of blog posts and be sharing it of how to be a PPC expert yourself where give a bit of the game away and share it on social media but a lot of business owners don't have the time to actually learn and do it

Kasra Dash
yeah for sure so what what I would be doing is is doing blog content on the actual blog so like I don't know maybe how to how to add more keywords to your negative keyword list right so you can do that but then you could also do like a video on your YouTube channel or potentially over on LinkedIn another good one for organic would be case studies so look at what we done for this healthcare Clinic we were able to generate an additional 5,000 clicks a month and that converted into 100 paying patients or whatever the case may be screaming screaming and shouting about case studies over on on social platforms does definitely help it helps with trust as well so if say for example somebody is potentially vetting you out you might have actually even sent them over a quote then they might be searching okay James Dooley who's James Dooley and then they go over to your LinkedIn profile let's say and then they see all of these case studies they see all these videos and guides that you're doing that can definitely help from a from more of a conversion point of view as well so that that's that's another strategy that would go down Facebook ads could definitely work as well like a good hook that you could probably do for this is like let me audit your PPC account see where you're overspending are you overspending on PPC run that as an ad and you should probably start to get some some some audits at least and then that's kind of your foot in the door but away from all of that what about lead generation

James Dooley
so I would definitely as well look at lead generation so what everything in my opinion boils down to is understanding your lifetime value of a customer and then understanding your cost acquisition that you're willing to pay so if you know that an average lifetime value of your customer is £5,000 or £4,000 and $5,000 whatever that value is if you're willing then to understand okay for me to acquire a new customer I'm happy to spend $1,000 obviously want it as cheap as possible but you're happy to spend $1,000 on that if PPC comes in under that well that's fine that's good use PPC if SEO now SEO is a little bit of a different one because it's more a long-term strategy so that would be I wouldn't look from that point of view but with regards to lead generation companies if places like clutch or bark are generating new leads and it's $50 a lead and your conversion rate is 10% well that's now 500 pound cost per acquisition and you're saying you're happy to spend the 500 pound cost per acquisition then spend money with clutch and spend money with bark now over at fat rank.com we actually have something that's a little bit different where we do a no win no fee lead generation model for PPC companies now the only issue with it is that you need to apply and join the wait list and then we need to see whether you are good enough to take the leads and what I mean by that is some people get the the backup and well what you mean am I good enough as a PPC company to take the leads well if you don't have a professional email so if I've got [[e-mail]](mailto:[e-mail]) as opposed to [[e-mail]](mailto:[e-mail]) then it doesn't look very professional and that's going to affect the conversion of our leads so we want to be making certain that your trust online you come across that you've got a strong branding that you look good online so that you can convert the leads better which then means we both make more money we only get paid if you convert so we've got to make certain not only are our leads good enough but you're good enough at converting those jobs so if you are a PPC agency looking to grow head on over to fat rank.com fill in the details and then let's see whether you qualify if you do then great if you don't instead of sulking listen to why you didn't qualify if it's you've not got a professional email go and get G Suite it costs under $10 a month to get that professional email set up if your website doesn't look professional have a look at it and go actually you know what a few people have said that and I probably need to revamp my website to look better if you don't have enough if you've only got two reviews online and you've been training for 5 years go and get all your existing clients to go and leave you a five star review people are looking at that people if you're 50/50 shout between you and a local competitor and they've got a better online brand presence and you're similar on price they're going to go with this other agency so you've got to make certain your branding is good online and if it is fat rank.com can help you grow as a PPC agency with a no risk supply of inquiries that you only pay on converted jobs but again don't throw all your eggs in one basket have that diversification where you are doing some SEO you're doing some PPC yourself you are doing some lead generation from others like clutch and like bark and anyone else that might be able to generate you leads that's getting you that return on investment strongly recommend not having a single point of failure have that diversity of leads coming in what about traditional marketing would you do any billboard advertising TV advertising radio advertising or anything like that for a PPC agency

Kasra Dash
no mainly because if if you're a PPC expert watching this you just can't track the full on kpis how many people have have seen that billboard or that TV ad obviously they give you like rough rough estimations like there's x amount of cars that drive past this billboard but you just can't track that one better strategy that I would probably go down is getting yourself listed on sites like Fiverr upwork just like all the freelance places cuz if you are just starting out that could be a good place to go and get some some paying clients from there that's what a lot of business owners or I say a lot decent amount of business owners they will check out places like upwork and stuff a great little knowledge bomb if you are a business owner for a PPC agency here's a little tip for you go and start searching if you want to start getting more business for law firms or whatever industry that you want could be dentist it could be plumbers or electricians go and start searching for electrician jobs let's say you're based in Manchester electrician jobs in Manchester or electrician careers in Manchester right majority of these people that are bidding on those terms if they're an electrician looking for work the PPC company that's doing their work and not doing a good enough job jobs and careers should be in the negative keyword list now if you are a good PPC agency and you're listening to this you'll also know there are other keywords that should be loaded into that negative keyword list go out of your way and start searching for it take the screenshot and then go out and proactively Outreach to business owners and say do you know you are paying for clicks for this yet you're trying to market for new business yeah actually what you're getting is electricians coming looking for a new job or and if you are looking for a job that's fine but if they're not and they're trying to sell their services of rewiring a house and the PPC companies then ranking for electrician wages and electrician careers they're not going after the right keywords you might be able to poach that client from a different PPC agency very quickly and that's a great little strategy for you to be able to go and get new work from certain competitors