Digital lead generation ad spend in the U.S. 2019-2023

In 2019, digital lead generation advertising spending in the United States is estimated to amount to nearly 2.6 billion U.S. dollars. With steady growth, this figure is forecast to reach 3.2 billion by the end of 2023. Lead generation is just one of the many digital advertising formats including display, search, e-mail, mobile messaging and classifieds, which, combined, are expected to generate 201 billion U.S. dollars in 2023, up from 129 billion in 2019.

Lead generation tactics and effectiveness

Lead generation is a marketing method centered on attracting prospective customers in order to build mailing lists and/or provide sales leads. Typically done via telemarketing and trade shows in the past, today lead generation is often performed through digital channels. Interestingly, a smaller share of global marketers see the leads obtained from marketing as high quality, preferring those gained via referrals.
With lead generation and conversion being a priority among marketing professionals, the industry explores digital avenues to reach their targets. Social media is highly valued in this regard. Close to three quarters of surveyed global marketers claimed that using social media in their promotional activities resulted in lead generation. While events are still considered reasonably effective in generating new leads, case studies and video are also seen as very successful methods.

Digital lead generation advertising spending in the United States from 2019 to 2023

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Release date

May 2019


United States

Survey time period


Special properties

includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices

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