GMS got a 12% lead-to-opportunity conversion rate thanks to Ecommerce Leads.

Written by Diogo Matos | Published on 28 August 2025

In July/2025 I reached out to Blake and Ethan from GMS Media Group, questioning about their lead generation needs. GMS is one of the top Australian Paid Media agencies, having worked with a wide range of clients in the country.

Despite having a wide network and a consistent pipeline of inbound leads, they know that a sustainable agency builds multiple acquisition channels to diversify their risk. Inbound leads can dry up, and referrals are dependent on the CEO. Building an agency on these foundations means you're handicapping your growth and leaving money on the table.

However, if you build an outbound channel, you're ensuring you'll get a consistent stream of clients, independent of others. All you need is to document your outreach process - so you do it consistently - and to find qualified leads for your outreach.

And it was with that in mind that we jumped on a call. Even though they were on the other side of the world (and I did the meeting at 11:30 PM!), we figured out the right ICP to target:

Australian and Kiwi stores, doing at least 6-digits in revenue, likely to outsource their paid media.

Ecommerce Leads would handle the lead generation, sending weekly reports with leads likely to outsource and all the information GMS needed to reach out. On their end, GMS contacted every store by phone, email, and Linkedin - the best combination of channels if you want to have effective outreach.

After 3 reports, I checked in with Ethan, the Sales Manager at GMS. From 73 leads sent, they've managed to start 9 new opportunities, leading to a 12% lead-to-opportunity conversion rate.

Compared to the usual performance of cold email campaigns for agencies - which hardly get a 2% reply rate, not to talk about opportunity rate - this is a massive improvement.