Free marketing audit, growth roadmap
and cost optimization strategy
Quality leads don't appear immediately. They're found — through testing hypotheses about who actually needs you and why.
In complex products, lead generation isn't ad setup or traffic buying. It's a process of finding working connections between client jobs and your offer.
We view lead generation as a layer of the marketing system that answers one question: is there real demand — and how to turn it into a predictable flow of leads.
Typical scenario: ads launch, leads come in, but no sales. The search for reasons begins — creatives change, audiences change, contractors change. Sometimes it helps, more often it doesn't.
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In complex products, a lead isn't 'clicked and left contact'. It's a person with a specific job who saw you as a possible solution.
If you didn't hit the job — there's a lead, but no sale.
Clicks and leads create an illusion of demand.
Real demand is willingness to discuss your job and consider you as a solution.
In simple products, you can launch ads, get sales, and scale. The cycle is short, cost of error is low, volume compensates for losses.
In complex products, the rules are different:
Scaling unproven hypotheses means multiplying losses. First, you need to find what works.
At the center of our approach is not ad optimization, but finding working bundles: audience → job → message.
We start with Jobs to be Done — formulating the real needs the client is trying to solve. Not 'audience portrait', not demographics, but a specific situation and motive: what does the person want to change and why now.
Each ad bundle is an experiment on a product hypothesis about which need will bring the client to you.
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This isn't replacing lead generation with research. It's a way to get leads that reach sales — because you hit the job, not the 'target audience'.
Lead generation transforms from lottery into a managed process.
If you face leads but no sales, rising lead costs and falling conversion, scaling that doesn't give proportional growth — we can discuss how to build lead generation that gives not just leads — but leads that turn into sales.
George Ryzhenko
Founder of Digital Experts