In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business. Leads can be generated for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate ‘quality’ leads.  Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.
Lead generation is the process of creating sales leads which might convert into sale for the company. The leads may come from various sources or activities, for example, digitally via the Internet, through calls, through advertisement and list purchase. Companies may also rely on referrals, telemarketers, and advertisements to generate leads.
Some use a phony local address to fool the search algorithm, as is liberal posting of the lead generator’s NAP, name, address and phone number, on the internet. The practice is used in other industries such as auto glass replacement, roofing, or carpeting. Similar practices are used in Yellow Pages ads as well.