Lead generation for Canary Wharf B2B firms
You are going to ask about attribution, so I will answer it before you have to. Every campaign I run has the tracking built and tested before a pound of budget moves: the pixel, the conversion events, and a form that records where the enquiry came from, so the monthly number is cost per enquiry rather than cost per thousand impressions. If we cannot measure an enquiry, we do not buy one.
That is the whole proposition for a consultancy or a finance-adjacent firm here. You do not need more traffic and you almost certainly do not want more volume. You need a smaller number of better enquiries, from people with a real budget, arriving through a channel you can defend to whoever signs off the spend.
In person across London. Anywhere in the UK on request. Remote worldwide.
What businesses here usually need
Nobody can say where enquiries come from
The form emails the office inbox, somebody forwards it, and the only record of the source is whether the sender happened to mention it. So the marketing budget gets defended on anecdote. This is the most common problem I find in B2B firms and it is fixable in a few hours of setup, which is why it is the first thing I do rather than a later phase.
Too many unqualified enquiries
Forty enquiries a month and two worth a conversation, with a senior person losing a day a week filtering. More leads is the wrong objective here. Fewer, better-qualified ones is worth more, and that comes from pages that are specific about who the service is for and what it costs, which deliberately deters the wrong enquiry before it is submitted.
A corporate site nobody can change
The main site is locked down, governed, and changing one paragraph takes a fortnight and three approvals. So nothing gets tested, and every campaign points at the same generic services page. A separate, properly tracked page for a specific campaign sidesteps that entirely without touching the governed estate.
Landing pages with the tracking wired in
A page per service or per campaign, on a one to two week timeline. The page is written to qualify rather than to maximise submissions: who this is for, who it is not for, what the engagement involves, and the price or the range where you are able to state it. That last part does more filtering than any form field, and it is the change most firms are reluctant to make and most benefit from.
The tracking goes in first, not last. Conversion events defined and tested with real submissions, source recorded on every enquiry, and a monthly figure for what an enquiry actually cost. When a channel is not paying for itself the report says so, because a number you cannot trust is worse than no number.
Measured on cost per enquiry
The Meta Ads account I run is reported monthly on what an enquiry cost, not on reach or engagement. It is one client rather than a roster of ad accounts, and I would rather state that plainly than imply a portfolio I do not have. What it evidences is the method: tracking built first, then spend, then a number you can act on.
Every landing page and every site I build ships with the lead form and the analytics already configured and test-submitted, rather than handed over as a follow-up task. On management plans the forms are test-submitted monthly, because a form that silently stopped sending is lost pipeline that appears nowhere in any report.
The person who sets up the tracking, writes the page, runs the campaign and writes the report is the same person, so nobody can attribute a bad month to a handover. If the number is poor you are told by the person who produced it, and there is no account manager between the two of us.
What else I can take off your hands
In the order that usually makes sense for a Canary Wharf business, rather than the order that suits me.
Better for B2B than most people here assume, because targeting by role and interest reaches decision makers who are not currently searching for you. It works for a defined offer with a defined audience and it does not work as general brand presence. Minimum ad spend is £400 a month on Launch and £1,000 on Growth, paid directly to Meta from your own account, and above £5,000 a month management moves to 15% of spend.
The long-term half of the same objective. Paid gives you a number this month; search gives you enquiries that keep arriving after you stop paying for them. For a B2B firm the On-page and Content pillars matter and the Local pillar largely does not, which is exactly what picking one pillar on the Starter tier is for. Most firms here should be running both channels and comparing the cost per enquiry of each.
Relevant when the site itself is the constraint: a services page that cannot be split, a structure that cannot support a page per offer, or a platform nobody can change without a release. Custom Build covers the rebuild with full redirect mapping, so a firm with years of accumulated organic visibility does not lose it in the move.
Least likely to apply if you have internal IT, and I will say so rather than sell it. Where it earns its place is the monthly form test. A firm whose enquiry form broke in March and noticed in June has lost a quarter of pipeline, and that is a more expensive failure for a B2B firm than for anyone else on this site.
What it costs
Every price is a starting point, and every service page has the full tiers. No contracts. Cancel any time.
Asked in Canary Wharf
What exactly can you attribute, and what can you not?
I can tell you the channel and campaign an enquiry came through, the page it was submitted from, and what that enquiry cost in media spend. What I cannot do is give you a clean deterministic path for every lead, because tracking prevention, multiple devices and people who see an ad on Monday and search your name on Thursday all break that. Anyone promising perfect attribution is selling you a model, not a measurement. You get honest numbers with the gaps named.
Our compliance team has to approve external tracking. Does that stop this?
No, it just needs planning in. I will tell you exactly which scripts go on which pages and what each one collects, in writing, so your compliance and legal people can review it before anything ships. If certain tracking is not permitted, we measure with what is, and I will tell you honestly which figures become less reliable as a result rather than reporting them as if nothing changed.
Is a separate landing page a problem for our main site's SEO?
Not when it is built correctly. It is one more page on your domain, indexable if you want it indexed and excluded if you do not, and it does not compete with your main services page as long as they are not written to target the same term. Where firms get into trouble is publishing six near-identical pages targeting variations of one phrase, which I will not do.
We want fewer, better leads. Does anything you do actually reduce volume?
Yes, deliberately. Stating a price or a minimum engagement size, being explicit about who the service is not for, and asking one qualifying question on the form will all reduce submissions and raise the proportion worth a call. Most firms find that uncomfortable until they see the first month, and it is usually the single highest-value change on the page.