Digital lead generation ad spend in the U.S. 2018-2021

In 2021, digital lead generation advertising spending in the United States was estimated at 4.6 billion U.S. dollars. Total digital ad spending in the U.S. stood at 189 billion U.S., which gives lead generation a share of roughly two percent.

Lead generation tactics and effectiveness

Lead generation is a marketing method centered on attracting prospective customers in order to build mailing lists and/or provide sales leads. Typically done via telemarketing and trade shows in the past, today lead generation is often performed through digital channels. Interestingly, a smaller share of global marketers see the leads obtained from marketing as high quality, preferring those gained via referrals.
With lead generation and conversion being a priority among marketing professionals, the industry explores digital avenues to reach their targets. Social media is highly valued in this regard. Close to three quarters of surveyed global marketers claimed that using social media in their promotional activities resulted in lead generation. While events are still considered reasonably effective in generating new leads, case studies and video are also seen as very successful methods.