James Dooley and Dan Grant explain how commission works within their pay-on-conversion lead generation model and why attempting to squeeze margins ultimately backfires. They outline how higher commission levels allow for greater reinvestment into SEO, PPC, paid social, and stronger lead qualification, which directly results in higher-quality, more profitable, and exclusive enquiries. The discussion challenges frugal business owners who view marketing purely as an expense rather than an investment, highlighting why this mindset limits scale and performance. James and Dan also explain why such clients are deprioritised, while growth-focused partners benefit from expanded campaigns, multiple sites, new niches, and shared upside, allowing both parties to scale revenue and profit together.