There are several phases to an effective advertising campaign on the Internet. BML’s first step is to create an Internet presence for SMB clients. Once accomplished, consumer interest or inquiry into the SMB clients’ products or services must be generated. A qualified lead is one where contact information about a prospect is captured typically in exchange for an offer. An offer, in the context of lead generation, is some type of value offered to a person in exchange for providing contact information. These values or offers are of no value unless people can see them and respond to a call to action. BML focuses on generating leads to SMB clients’ websites, which, ultimately, lead to sales conversions and the attainment of targeted return on investment for the ad campaign.