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Advertising agencies · Lead generation

Hear about the campaign before it becomes a four-agency unpaid pitch.

Lead generation for an advertising agency is the work of hearing about a campaign early, and judging which briefs are worth an unpaid pitch. GullySales builds the advertiser list, times outreach to each category's season, and records where every brief came from.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of advertising agencies at work in India

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for advertising agencies

Sales and marketing for advertising agencies, the overview.

Last updated 5 Oct 2026.

For advertising agencies

Where it usually goes wrong, and what we would do.

  • “A pitch you lose still costs you a fortnight”

    Ask how many agencies are in, who decides and whether a fee is paid, before the studio starts on creative.

  • “The founder's network is the channel nobody writes down”

    Conversations at a wedding, a club or a press event sit in one head, so the second follow-up never happens.

  • “A rate enquiry is not a brief”

    Someone asking for a front page rate is buying space, and needs a different reply from a builder planning a launch.

What we do

What we deliver for advertising agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A pitch qualification checklist

    The questions asked before the studio opens a file: how many agencies are in, who signs, whether a pitch fee is paid, and what the media budget is.

    Result: You decline the briefs that were only collecting ideas.

  2. The founder's contacts written down

    Names met at weddings, club evenings and press events, entered in one place with the category, the last conversation and the month to ring back.

    Result: The second follow-up happens even when the founder is in a pitch.

  3. A two-track reply for rate enquiries and briefs

    A quick rate answer carrying booking deadlines and what the price covers, and a different first call for an advertiser planning a campaign.

    Result: A space buyer gets an answer in a minute and a brief gets a conversation.

  4. Referral notes for media owners' sales teams

    A one-page note that newspaper, radio and outdoor reps can hand to an advertiser who needs creative, with a record of who sent whom.

    Result: The rep who cannot do the artwork sends the advertiser to you.

  5. A record of what each pitch cost

    Studio hours, artwork and travel logged against every pitch won or lost, so the price of free creative is visible at the end of a season.

    Result: Deciding to pitch stops being a guess about goodwill.

  6. Every brief tagged to where it came from

    Source recorded against each brief, whether referral, media owner, search, outreach or the founder's own contact, and reported against the baseline recorded when work starts.

    Result: You feed the source that is actually producing work.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

Where enquiries come from

The places an advertiser's brief reaches an agency, and what to write down at each.

A repeat client's marketing head
Note the last campaign, the next season they plan for and when the budget is fixed. Reply with a date to meet before the plan is drawn, not with a rate card.
A media owner's sales executive passing on an advertiser
Record which newspaper, channel or hoarding owner sent the name and what budget they hinted at. Tell them in writing what creative and buying you will handle.
A pitch or RFP invitation
Log who invited you, how many agencies are in, whether a pitch fee is paid and the submission date. Confirm in writing that you are in or out.
A government department or empanelment work order
Record the department, your empanelment category and the rate contract that applies. Keep the empanelment letter filed against the entry.
A stranger on the website form or WhatsApp
Ask the category, the launch or festival date and who else they have called. Reply with a time for a call, and record it as a cold enquiry.
The founder's club, wedding and press-event contacts
Enter each name with the advertiser category and the date of the last conversation, so the next call is not made from memory.

Who it is for

This is written for these advertising agencies.

  • Full-service advertising agencies
  • Media buying and planning agencies
  • Print advertising and newspaper classified agencies
  • Outdoor, hoarding and transit media agencies
  • Radio and cinema advertising agencies
  • Real estate and project launch specialists
  • Education and admission season advertising agencies
  • Below-the-line and activation agencies
  • Agencies empanelled for government advertising

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is reply time, a follow-up sequence, the page buyers land on or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the lead generation work runs

  1. 1

    Understand your capacity

    We agree how many enquiries your sales team can actually handle well, so the system is not built to overwhelm it.

  2. 2

    Audit current sources

    We check what already brings in enquiries today, even informally, before adding anything new.

  3. 3

    Strategise the channel mix

    Content, search and paid channels are chosen based on where your buyers already look.

  4. 4

    Implement capture and follow-up

    Pages, forms and a follow-up process are built and connected end to end.

  5. 5

    Measure and optimise

    We track enquiry volume and quality and adjust the channel mix to match.

Why us

Why a studio brings us in for its own pipeline.

  • Marketing and sales, as one job

    We work the part after the enquiry as well: the reply, the follow-up, the proposal and the CRM your own pipeline runs on.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we pitch for free?
Only when the account is big enough to justify the hours and the shortlist is short. Ask about a pitch fee, and decline briefs that are collecting ideas.
Where do new briefs actually come from?
Past clients, media owners' sales teams and the founder's own contacts. Tag each brief so you know which source to feed.
How do we tell a real brief from someone collecting quotes?
A real brief has a named person who approves, a date the campaign must start and some idea of the media budget. Ask all three on the first call. If none is given, send rates only and keep it out of the pitch list.
Should the founder take every new advertiser call?
The founder should take the first call only for large or empanelled accounts. Everyone else can be answered by an account manager using the same three questions, with the founder joining at the pitch. Otherwise new work waits on one diary.
Can a traditional agency still grow when clients are moving to digital?
Yes, if it stops selling media alone. Builders, institutions and retailers still spend on print, radio and outdoor, and an agency that can plan those alongside digital keeps the whole budget.
Should we take part in pitches that ask for free creative?
Only when the account is worth it and the odds are fair. Ask how many agencies are pitching and whether a pitch fee is paid, and decline briefs where the creative could simply be taken and handed to a cheaper supplier.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

From the blog

Further reading for advertising agencies.

All articles

More for advertising agencies

Everything else we would do for you.

Or start from the overview: sales and marketing for advertising agencies.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need