Uberall and Leadzai, leaders in the AI-driven evolution of local search, have teamed up to advance AI-driven pay-per-lead. This deal fits with a shift in search from “ads to offers” that was detailed last week in an excellent post by my fellow Localogy analyst Mike Boland.
The partnership meshes two capabilities required to make this happen. The first is Uberall’s listings management capabilities (and data set). The second is Leadzai’s lead generation capabilities.
As Mike wrote in his post last week, Leadzai offers a “pay-per-results” engine that offers SMBs the ability to launch programmatic offers-based campaigns. The larger insight behind Leadzai’s approach is that small businesses want sales rather than clicks.
The deal also fits with a fundamental shift going on in search right now, which Mike outlines in his post. Namely, AI-based search is drawing search volume away from Google. This may inevitably lead to pressure to adjust the business model away from ads to offers.
Or, as Mike put it last week:
“The answer to this dilemma may come down to quality over quantity. While its query volume declines due to competing AI engines, and its ad fill rates decline due to SERP transformation, could it counterbalance those losses with lead value? Could one hyper-targeted offer fiscally equate to several sponsored links?”
Complementary Assets
The two parties emphasized the complementary nature of the partnership in remarks they shared today with Localogy Insider.
“In an ever-changing, AI-driven world, the consistency of data is crucial for growing a business online,” said Leadzai CEO João Aroso.
Aroso founded the Portugal-based company in 2016. David Federhen and Florian Hübner founded Berlin-based Uberall in 2013.
“Partnering with a quality data partner like Uberall enhances our product, allowing Leadzai to deliver on its promise of providing an exponential impact on the results we deliver to SMBs.”
Uberall’s CRO notes how this deal advances its strategy of launching new services via partnerships.
“At Uberall, strategic partnerships are key to our go-to-market strategy. And we are especially enthusiastic about our partnership with Leadzai,” said Grant Coleman, CRO of Uberall.
“This collaboration promises to transform the pay-per-lead sector. [It will do so] by merging our capabilities to address a critical market demand for more cohesive and technologically advanced customer acquisition solutions. We look forward to this partnership thriving and setting new standards for how businesses connect with prospective customers.”
Both Coleman and Aroso were speakers at Localogy’s L24 event in Arlington, Texas.
