James Dooley and Dan Grant break down PPC lead generation and explain why cost per click creates financial exposure for UK businesses because spend happens before any conversions are guaranteed. Their discussion shows that inconsistent lead quality, click fraud and poor landing page optimisation reduce ROI, which causes many companies to overspend without generating meaningful revenue. They contrast PPC with their pay on performance model, where risk shifts entirely away from the business because payment happens only after profit is created. The conversation highlights that traditional PPC requires strong keyword research, high-quality conversion paths and disciplined budgets, while the performance model removes upfront cost and aligns incentives around revenue. Their analysis shows that pay on performance works because it prioritises ROI rather than impressions, clicks or vanity metrics.