At Cedarwood Digital, a lot of our clients generate leads through Google Ads and tailored landing pages. It’s still one of the most effective routes. But paid isn’t the only way to build a pipeline. There are plenty of simple, low-cost tactics you can layer on top to bring in new opportunities.
Here are five approaches we’ve used successfully.
1. Create Useful, Engaging Content
Good content is still one of the strongest ways to attract leads. Think beyond sales copy — the aim is to provide genuine value.
Tools like BuzzSumo or Ahrefs are useful for seeing what’s already performing well in your industry. From there, you can take inspiration and put your own spin on it.
Longer, in-depth pieces often perform best online, but the real golden rule is this: make it genuinely useful. If people trust your expertise, they’re more likely to come back when they need your product or service.
2. Produce “How To” Videos
Video continues to dominate, and search terms starting with “how to” grow year after year. Whether it’s a product walkthrough, a tutorial, or a quick explainer, these videos meet people right at the point they’re looking for answers.
You don’t need to be overproduced either, short, clear, and practical content works well. And once you’ve created it, you can share it across YouTube, LinkedIn, or even embed it in your blogs.
3. Use Customer Reviews and Testimonials
Reviews remain one of the biggest influences on buying decisions. Sites like Trustpilot, Feefo, or industry-specific directories often rank highly in search results, so being present there helps both visibility and credibility.
Encourage happy clients to leave feedback and make sure you showcase those reviews on your own site as well. A genuine testimonial carries more weight than any ad ever could.
4. Add Interactive Tools to Your Website
Quizzes, calculators, or interactive assessments are great for engagement. They also give people a reason to share their details.
For example, a property management service might let users input their postcode and number of bedrooms to see potential rental income. The tool gives value straight away while also collecting qualified lead information.
Think about what simple tool would be genuinely useful for your audience, even a rough calculator can spark enquiries.
5. Host a Webinar
Webinars remain an easy way to connect with prospects. Pick a relevant topic, choose a strong speaker from within your business, and promote the session through your usual channels.
LinkedIn Ads work well for driving sign-ups, but don’t forget to use your existing audience, email lists, organic social, and even client referrals. After the session, follow up with attendees and share the recording for those who couldn’t make it live.
Final Thoughts
Lead generation doesn’t always need to be complicated or expensive. Alongside PPC campaigns, tactics like content, video, reviews, interactive tools, and webinars can all help build trust and bring in new opportunities.
The best results usually come from mixing channels and testing what resonates most with your audience. Try a few of these ideas, track the outcomes, and build from there.