4 Stages of P4P Lead Generation: The Virtuous Cycle

The following four stages represent the lead-generation progression for our pay-for-performance (P4P) services. These stages also parallel our P4P trial process and includes:

  • consultation
  • 2-week trial
  • 90-day trial to determine an
  • ongoing P4P partnership

In brief, the following stages represent our internal lead generation operations and services.

Whereas, the P4P Partner Process is a qualification sequence to determine which potential partnerships demonstrate the most promise.


Although our Basic Consultation is not the same as our complete Strategic Consulting & Plan service, in this case, there is no cost. More importantly, it provides a keyword foundation and general marketing direction, specifically aligned with one of your products or services.

This stage begins by submitting an application for a 2-week trial.

In this stage, there is no remuneration for Skyworks Marketing.


This stage is represented by our 2-week trial. We use real-world advertising metrics, as well as actual leads and sales with your product/service, to inform the potential for a pay-for-performance (P4P) partnership. In this stage, we typically use Google PPC Search advertising (see below for Display PPC) to ascertain the most preliminary data. This not only establishes a foundational benchmark for return on ad spend (ROAS), but also provides a benchmark for your closing ratio of these leads.

The primary purpose of this trial is to determine if we can graduate to a 90-day P4P trial.

Furthermore, the resulting data also informs the lead cost for the 90-day trial, should we evolve to that stage.

In Stage 2, we are typically administering one PPC Search campaign for one of your products or services, which is sorted out during our basic client consultation and attendant research in Stage 1.

Although our Basic Consultation and research is intended to provide some insight into revenue potential, nothing compares to real-world data — and Stage 2 is our first glimpse of actual metrics.


Stage 3 coincides with our 90-day trial.

Stage 3 is where the optimization of the existing lead gen campaigns materialize in a more meaningful way.

Stage 3 is where we also start expanding the types of lead gen campaigns. So, if your business has more than one product or service, this is where we start testing new campaigns in addition to the one we began in Stage 2. Alternatively, we may focus on additional campaigns for one product or service.

Hence, Stage 3, can be defined by two primary activities:

  • Optimizing and expanding upon the previously launched campaign
  • Launching new campaigns

Stage 3 is also where remarketing begins. This is about placing online ads in front of individuals who have seen a previous ad. This is the most powerful form of PPC, since additional messages presented to the same person generates better results than just one ad engagement.

In other words, many “search PPC” campaigns only result in one “touch,” or one engagement, with a prospect. And yet, the majority of sales require multi-touch or a number of engagements before a prospect will turn into a customer.

Although repetition of a message to the same person can also be accomplished with email, sufficient TV, and other types of demand-generating advertising (see below), remarketing can be executed for less money than TV advertising and is a rare type of marketing that allows the advertiser to target specific, anonymous prospects who have demonstrated at least a nominal interest in your product or service.

Remarketing is how we can reach out to the +90% of people who arrived to your website but did not sign up to receive your emails or make a purchase. This vast majority of advertising does not result in an immediate sale with a new prospect, but remarketing allows us to re-connect to those who have shown some level of initial interest and in that way we can turn some of those prospects into buyers.

Stage 3 is where the lead generation starts to take on a more productive and profitable shape.

Finally, at the end of Stage 3, we take a new look at the remuneration to ensure it’s workable for both sides of the partnership. If any adjustments are needed, we do so prior to the next stage.


Stage 4 is where the real work begins.

Stage 4 is where the most productive lead gen initiatives and results materialize.

Stage 4 is the goal of our clients, as well ourselves.

Stage 4 is founded upon a long-term partnership.

The specific lead gen services of Stage 4 will vary for each partnership, depending upon the specifics of the products and services we are promoting, in addition to the dynamics of the metrics that are guiding our efforts.

In Stage 4 the entire scope of our lead gen activities expands and accelerates. We not only build upon all successful actions from Stage 2 and Stage 3, but in Stage 4 we are motivated by mutual self-interest to use every service and tool at our disposal to amplify lead generation.

Although this can include all manner of online and offline marketing and advertising, the fundamental driving philosophy is to go earlier in the sales funnel to create demand, instead of solely catering to demand-response.


In Stage 2 and Stage 3, our efforts are focused on demand-response advertising, which means getting in front of those online prospects who are already interested in your type of product or service. These prospects have defined their interest by the keywords they are using in real-time to conduct online searches. For example, if someone is searching for “how to build a spacecraft,” we want to present them with advertisements for your spacecraft-building services. As simple as this may be in theory, there is a considerable effort that can be — and needs to be — continuously exerted over time to optimize this type of lead gen operation. However, for many products and services, this is not where the greatest opportunities abound.

In other words, instead of solely focusing our lead gen efforts towards those who have identified themselves as seeking your product or service via their keyword searches, in Stage 4 we are targeting those who are earlier in the sales funnel and who have not even started searching for your solution, which is about creating demand, or demand-generation.

Sometimes these types of campaigns produce better results than demand-response marketing. Other times, they don’t work very well. Hence, demand-generation campaigns can be less predictable than demand-response marketing. However, overall, it’s where the greatest opportunities await since the volume of demand-response prospects is limited and the demand-generation universe is substantially larger.

Demand-response is typically facilitated by search PPC ads.

Demand-generation advertising can often include:

  • Display advertising
    • Google
    • Bing
    • YouTube
    • Facebook
    • LinkedIn
    • Amazon
    • Newspapers
    • Trade Magazines
    • Consumer Magazines
    • TV
  • Radio
  • Direct Mail
  • Content Marketing
  • Email

It’s worth re-stating that demand-generation marketing is where the biggest growth opportunities exist, which is why it’s featured in Stage 4, and demand-response represents the lowest hanging fruit.

Of special note, Stage 4 is where our Video Advertising services become significant.

Stage 4 represents a dynamic and multifaceted approach to lead generation. It’s a never-ending process that includes both demand-response and demand-generation marketing and advertising. It’s where the win-win aspect of the P4P partnership and mutually beneficial virtuous cycle truly blossoms.