Work for work
Marketing, lead gen, and what I actually do all day
I co-founded Cambie Marketing in Surrey, BC over a decade ago. It started as a classic retainer agency: marketing management, social media, websites, branding, the whole menu. Clients paid a monthly fee and we did everything.
The problem with the everything model is that nobody is quite sure what they're paying for, including sometimes the agency. So we transitioned into performance lead generation. Now clients pay for a result instead of a service.
Today I run and co-own a handful of brands built on that model: Leadbase, Money Saving Scout, TeamPerks, Home Sale Hardy, Koala, and Granvl.
What is lead gen, actually?
A lead is a person who has raised their hand and said "I might want this." A name, an email, a phone number, and some intent.
Lead generation is the business of finding those people at scale, usually with ads on Meta and Google, landing pages, and forms, then handing them to a business that can sell to them. Mortgage brokers, insurance agents, home buyers, whoever.
Instead of charging a retainer to "do marketing," we get paid per lead or per result. If the leads are bad, we don't get paid. That keeps everyone honest.