Pure lead generation is not your only marketing goal. Your ad rep may scream, "It's all about getting more!", but the tactics that ensue may resemble those from a circus barker with a truth disorder. Beware: This "sell at any cost" approach can lead you down a common path - one designed especially for low-priced leaders on their way out of business. I can write an ad to get you all the leads you want if I can give the store away (seemingly) and suspend the truth to entice gullible, unqualified, and possibly bankrupt leads. Is this what you want?
Further, don't use your marketing to promote low prices unless you're positive this fits your business plan. You can be good, cheap, or convenient; pick any two. But, please know that if you use low prices to "bait and switch," you may get an unfriendly letter from the attorney general. Use your marketing to promote your value. Tell prospects what's in it for them and how your products and service can make a difference in their lives. This ensures a more qualified prospect at the start.