Run · Lead Generation, built not bought
B2B lead generation without the second-hand chewing gum
The quick answer
B2B lead generation from Unfair is one system, not a pile of bought names: outbound email on Force, Google and Meta ads, and landing pages that pre-qualify every enquiry, with tracking that teaches the platforms who converts. Strategy plus the build, run by a senior, from €2450 / month.
Price
Price
What the price covers
Price: from €2450 / month for one pipeline, covering strategy, the build and the running. Your ad budget stays yours, in your own ad accounts. Add markets or brands and the price grows with them, which is only fair.
- deliverables
- 6
- process steps
- 5
- questions answered
- 8
Fit
Who it is for
- B2B companies and service businesses with a clear offer and someone who answers leads fast. Fast means today.
- Teams that want qualified projects instead of a spreadsheet of names.
- Founders who paid for ads and outbound separately and cannot say which one worked.
- Budgets from the monthly floor up, plus an ad budget of your own.
Who it is not for
- Companies without sales follow-up. Leads that nobody answers are wasted spend with extra steps.
- Anyone shopping for bought lists. We do not sell second-hand chewing gum.
- Webshops selling to private shoppers. Ad Optimization is the better door.
Deliverables
What B2B lead generation with Unfair puts on your desk
- 01
A demand map before a euro
Keywords, competitors, markets and the ideal customer, studied before a euro is spent. Guessing is expensive.
- 02
Pages that ask the right questions
One page per audience, each ending in a form that asks what sales would ask anyway. Enquiries arrive as real projects, not riddles.
- 03
An outbound lane with homework
Force finds and researches prospects and writes the first emails.
- 04
Paid lanes with somewhere to go
Google search and Meta lead campaigns, built around a destination that already works. No ads to nowhere.
- 05
Tracking that teaches the platforms
Leads go back to Google Ads server-side, so the platform learns what a good enquiry looks like and stops chasing tyre-kickers.
- 06
Budget that backs the winners
Where spend justifies it, Ad Infinitum moves money to the lane that converts, live. Losers donate.
Process
Lead Gen: How it works
-
01
Pick one buyer
One buyer, one promise, one reason to answer.
First
-
02
Build the destination first
Funnels get built from the end: landing page and form are live and tested before any ad exists. The ad that points nowhere is the most expensive ad.
Before any ad
-
03
Watch a test lead travel
Leads must reach the platforms and your CRM. We watch a test lead make the whole trip before we spend.
Before launch
-
04
Switch on both lanes
Outbound and paid launch together and point at the page that already works.
Launch
-
05
Read the pipeline, move the money
A senior reads what turned into real conversations and moves effort and budget toward it.
Ongoing
Compared
How it compares
| Criterion | Agency | In-house hire | DIY | Unfair |
|---|---|---|---|---|
| What you buy | Leads or appointments from a black box | A team you hire, train and manage | Tools plus your own evenings | A built system and the senior who runs it |
| Lead quality | Counted by volume | Depends on the hire | Whatever the form lets through | Forms that pre-qualify, one page per audience |
| Who owns the accounts | Often the agency | You | You | You: ad accounts and spend stay yours |
| Cost shape | Retainer or per lead | Salaries and tools | Subscriptions | One monthly price plus your own ad budget |
Proof
What is already on the record
- Case
Autom8: a demand funnel that turns search intent into qualified building automation projects.
See the source → - Case
Liechtenstein Life: a Meta lead machine built to fill the new-business pipeline with qualified leads.
See the source → - Case
Aliant: an automated partner acquisition engine for a global alliance of law and accounting firms.
See the source → - Case
Fredrik Härén: a booking engine that brings enquiries from Fortune 500 companies.
See the source → - Engine
Force: the lead engine that researches every prospect before it writes.
See the source →
FAQ
Frequently asked questions
How much does B2B lead generation cost?
Short version, with a number. Our B2B lead generation is priced from €2450 / month, plus the ad budget you spend in your own accounts. Cost per lead depends on market, offer and channel, so we judge a pipeline by qualified enquiries instead of the cheapest click.
How do I hire a lead generation agency?
Easy, and nobody needs a pitch deck. Book the 15-minute call and bring three things: your ideal customer, your offer and your current numbers. We tell you which lanes fit, in which order, and what it would take. You hire a person who runs the system, not a department that sends you a deck.
What is the best alternative to a lead generation agency that charges per lead?
Per-lead pricing sounds great until you meet the leads. A built system priced on the work. Per-lead models reward volume, and volume is a different thing from enquiries your sales team wants to answer. Unfair prices the build and the running, and the landing pages pre-qualify every enquiry so sales talks to real projects.
What is the best alternative to buying B2B leads from a list provider?
Buying names is the lazy way. Leads you research and earn. A bought list is a snapshot of people who never asked to hear from you. Force finds companies that match your ideal customer, studies each one and writes to it about its own business, while the pre-qualifying pages catch the ones who raise their hand.
What is B2B lead generation?
It is turning strangers into people who want what you sell, minus the awkward part. In B2B, that is the work of turning strangers into people interested in what a company sells. In B2B that means finding the right companies and contacts, giving them a reason to respond and making sure the response reaches sales with the facts a project needs.
Should I start with outbound or with ads?
The unglamorous answer: it depends on your buyer. It depends on how your buyers behave. If they search, search ads come first. If you can name them, outbound comes first. Most pipelines need both, and both need a destination that works, so the page is always built first.
How long until the first leads arrive?
No date, because a date would be a guess. We build the destination first, then the tracking, then the campaigns, and the timing depends on your market, your approvals and your offer. We promise no date. Platform reviews and your own approvals set the pace, so we plan the timeline together on the call.
Do you work inside our ad accounts?
Yes, your accounts and your card. Yes, in your own. Your ad spend runs on your card in your accounts, so every euro stays yours and visible. We bring the strategy, the build and the hands, and we never carry your ad spend.
Next step
Lead Generation
from €2450 / month