Luke Roberts
Head of Growth, Consumer Genius
Luke Roberts is Head of Growth at Consumer Genius, where he works on customer acquisition for enterprise B2C and B2B brands across 11 markets.
His focus is the part of lead generation that most people skip: what happens after the form is submitted. Contact rates, qualification, consent provenance, and the gap between what a lead costs and what a customer costs. He spends more time looking at why leads fail than at how many arrive, which is usually where the money is.
He works across leads, inbound calls and hot key transfers in insurance, home improvement, financial services, energy, security and B2B services, and on the comparison and review properties Consumer Genius operates in those categories.
He writes about lead quality, acquisition economics and the metrics that mislead people. The recurring argument is that cost per lead is a diagnostic number rather than a decision number, and that optimising for it quietly does damage everywhere else in the funnel.
Articles by Luke Roberts
- Lead Gen in 2026: A Love Letter to Everyone Who Still Thinks Ranking #1 is the Goal
How artificial intelligence is reshaping customer acquisition across every industry.
- Why Your Lead Quality Sucks (And How to Fix It)
The brutal truth about lead quality and what top brands do differently. Stop celebrating volume and start fixing what actually drives revenue.
- Calling Leads Late Is Expensive
Miss the moment, lose the conversation, pay more for the same results.
- The CPL Trap: Why "Cheaper Leads" Often Cost More
If you optimise for form fills, you'll pay for it in contact rate, agent time, and CAC.