For many businesses, especially local service providers, healthcare practices, legal firms, and home services, the most valuable conversions still happen over the phone. Yet too often, phone calls are treated as a black box in digital marketing. You know the calls are coming in, but not which campaigns, keywords, or channels are driving them.

Here are five lead gen best practices your company should follow to help to grow and develop your sales pipeline with higher quality leads at a lower CPA.  The tips presented in this guide are proven best practices that will put your lead generation efforts on a solid path of growth and continued success.