Lead generation companies are in the business of gathering and delivering qualified leads to their customers. It’s their bread and butter. But what happens when they deliver leads that are fraudulent?
Clients will soon discover those leads aren’t converting into customers. Worst case scenario: they’ll find themselves being accused of violating TCPA compliance, which brings with it hefty fines. Naturally clients will be angry, which will harm your reputation and bottom line.
Here’s why lead generation companies need an ad fraud solution, too.
Lead Generation Is Vulnerable to Fraud
Leads are the third stage in the marketing funnel. Here, prospects have been qualified as leads, and hopefully, are prime to be converted into customers.
Source: Quora¹
To gather leads, methods include landing pages, forms, and lead lists. While they’re designed to gather qualified potential customers, these lead generation methods are vulnerable to ad fraud.
Related Post: How Can Brands Help Solve the Billion Dollar Ad Fraud Problem
Let’s say you have a landing page that prompts users to fill out a form including their name and email address. It might come as a surprise that humans aren’t the only ones that can fill out forms.
Source: Wistia²
Internet bots are becoming advanced enough to fill out forms, causing advertisers to falsely think they’ve found a new lead. Ad fraud is misleading, and fake impressions could skew your business’ data tricking you into thinking you’re getting more leads than you really are.
For fraudsters, ad fraud has a low-risk, high reward potential, and the problem is only getting worse. This is where an ad fraud protection solution comes into play.
How an Ad Fraud Solution Can Help
Fraudulent fake leads result in lost time and money spent trying to acquire that false lead. With the help of an ad fraud solution, you can mitigate fraud and spend your time gathering real leads to sell to your clients.
Related Post: Lead Generation: When an Ad Fraud Solution Can Help
Let’s say you sell a lead list that includes stolen names and email addresses. If a person on that list didn't consent to being contacted, not only does your client have TCPA compliance violation on their hands, you do, too!
Using an ad fraud solution that looks at the user, not the ad, can help keep you TCPA compliant. By evaluating the user, you know the lead is real, so there’s no chance you’ll be contacting those pesky bots or getting scraped contact info again.
Conclusion
Lead generation plays an important factor in growing a business. But selling phony leads to clients can quickly derail that growth. By using an ad fraud solution that can support lead generation companies, you will be able to focus on verified leads without wasting time with false leads. If you don’t already have one in place, carefully considering getting one.
1. https://www.quora.com/What-is-lead-generation
2. https://wistia.com/account/signup
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