Drawing Leads with Magnets

8 February 2022
Reading: 5 min

Attracting prospective customers or leads is the major aim of many marketing campaigns, this is especially relevant for the lead gen offer vertical. But how do you achieve that? It couldn’t have escaped your attention that users nowadays are not very happy to part with their personal information. The answer is quite simple: you need to offer a little something that will make a fair bargain in their eyes, a win-win of some kind. In this article, we’ll take a look at different types of lead magnets and how you can use them in your campaigns.

Why do you need lead magnets?

Better conversion rate

The idea behind lead magnets is a fair exchange, it appeals to users because they also get something out of it. Many pop and push notifications simply ask for personal information or for a subscription without offering anything in return. At this point of the funnel, users don’t see the value of your proposition yet so you need to lure them in with a promise of a treat. The important thing is to offer something useful and relevant. For instance, a person looking for a home plant will not be happy to receive a car maintenance checklist. Sure, it’s an exaggeration, but you get the idea. 

Show your expertise

It’s your first encounter with the user, you need to establish your position and show your worth (or the importance and useful properties of the product you promote). People are not quick to trust a nobody, so share a free sample or a checklist that will become the first step to converting them into a paying customer. Another good thing about lead magnets is that these are long-term assets: you spend some time and effort on developing and introducing them, and then they simply work for you without constant optimization.

Resolve a pain point

Various kinds of lead magnets play to your strengths by giving the user exactly what they want. For example, place a “We’ll get in touch” lead form in the Q&A section, a detailed product description and a list of similar products on the product page, an installation/assembly guide on the check-out page, etc. You provide for their needs — and they value you more. Give users exactly what they need and when they need it.

Types of lead magnets

This is not an exhaustive list of lead magnets but just a few major categories that might come in handy for your ad campaigns.

Useful information

These lead magnets are full to the brim with usefulness, they give content, tips, insights that are easy to implement right away. It’s a kind of info fast food. The aim is to make users see that if you provide “such a cool thing” for free — it means that you have a much better thing in store for actual customers.

Info lead magnets fall into a slew of different groups, for instance:

  • checklists
  • guides
  • how-tos
  • infographics
  • lists
  • templates
  • samples of content
  • webinars
  • master classes

Drawing Leads with Magnets

As for offer verticals, guides and checklists perform well with nutra and e-commerce . Imagine that you want to buy a new wardrobe and you receive a comprehensive step-by-step on how to fit it in your room and what kinds of shelves will fit your needs.

Webinars and free content are great for info product (courses, schools, etc.) as the audience is already prepared to receive and process information. So an additional asset of usefulness will be a nice touch.


This kind of lead magnets brings joy and the long-awaited distraction to our daily routine. These magnets are not meant to be useful, they are simply there to fill the space and kill some time. We’ve all seen them: “Who are you in Harry Potter universe”, “A quick test to find your ideal shoes”, “Spin the wheel to choose a dress”, etc. In this category you will find:

  • tests
  • quizzed
  • wheel of fortune
  • trivia games
  • horoscopes

Drawing Leads with Magnets

Again, nutra, info products, astro, and e-commerce campaigns will benefit from tests and quizzes to “find your  perfect X”. Tests like “Find your destiny based on your interests” are a great fit for dating.


Bonus lead magnets are ideal for almost any vertical, because this is the essential “I’ll give you this for free if you tell me more”. Some examples: are coupons for physical goods, free spins and free bets for iGaming.

  • discounts
  • promo codes
  • bonus points
  • certificates to claim a gift/service

Drawing Leads with Magnets


Free products and services are another perfect win-win for users. They get to know the product and decide on whether they want to pay for the real deal. This contributes to establishing trust and helps in user retention.

  • free access
  • trial period/version
  • free time with an expert
  • free features
  • printables
  • calculators

Drawing Leads with Magnets


Lead magnets are a great tool for boosting your conversion rate and attracting more customers. By offering a small treat you get in the user’s good books and you get them into your retargeting/follow-up database so that you can warm them up even better. But bear in mind, that it’s not a magic pill that will do all the job for you. We have a few tips for you:

Don’t forget to sell: your test or quiz must lead the user to buying the product you promote and nothing else.

Mind the speed: if your freebie loads so slow that it’s impossible to use — you’ll lose the lead. Make sure that you upload your end of the win-win bargain.

The more — the better: why make only one lead magnet per campaign? Use different types, mix them, and let them work in unison. Only make sure that every magnet is in its logical place and serves your aim.

Have a story to tell about traffic arbitrage?
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