Meet Jacky Suen Founder & Lead Strategist, InSo Digital Performance Marketing
London · Google, Meta & LinkedIn Certified

Why This Matters  Especially for Lead Generation

I spent years working inside agencies, managing performance campaigns across Google, Meta, and social platforms. Most agencies treated lead generation the same way they treated eCommerce  more traffic, more spend, more optimisation.

That assumption is wrong.
eCommerce is often a short decision cycle.
Lower price point. Faster conversion. One-time purchase.
Lead generation is fundamentally different.

Lead generation involves:

• Higher consideration and higher cost decisions

• Longer sales cycles

• Multiple touchpoints before conversion

• Ongoing nurturing, follow-up, and trust-building

• Significantly higher customer lifetime value

Which means the algorithm’s job is harder.
Platforms are no longer deciding who clicks.

They are deciding who is worth showing your message to repeatedly over time.
The Algorithm Shift Most Agencies Missed

Today’s digital platforms are AI-driven and deeply personalised.
Algorithms decide what users see  organically and through ads — based on:

• Engagement behaviour

• Watch time and retention

• Likes, shares, saves, and comments

• Content consumption patterns

• Historical interaction with similar offers
   

Two users no longer see the same feed.
And two leads are no longer treated the same by the system.
For lead generation, this matters more than anywhere else.
If the algorithm learns from low-quality signals : cheap clicks, weak form fills, short engagement  it will optimise your spend toward people who never convert, no matter how much budget you add.

That’s why so many lead generation campaigns stall:

• CPL increases

• Lead quality declines

• Sales cycles get longer

• Teams blame creatives or platforms
   

The real issue is that the algorithm was never trained correctly for lead quality and long-term value.

Why I Built InSo
Most agencies stayed generalists running eCommerce, SEO, social media, and lead gen under the same framework.
That doesn’t work in an algorithm-first world.
Lead generation requires specialisation.
It requires engineering how platforms learn who to nurture, who to re-engage, and who is likely to convert over time not just who clicks today.

That’s why I built InSo as a specialist agency focused exclusively on AI-driven lead generation.
We don’t optimise campaigns.
We engineer algorithms to prioritise:

• High-intent behaviour

• Sales readiness

• Long-term value, not short-term volume

Because in lead generation, performance isn’t won at the click 
it’s won in how the algorithm decides who stays in the journey.

When lead generation decisions take time, trust, and multiple touchpoints,
you don’t need more traffic.
You need an algorithm trained for patience, quality, and lifetime value.
Engineer Algorithms. Scale Revenue.