Lead generation is creating an online sales funnel and then driving traffic or visitors to that funnel. Typically to start the funnel, you ask for as little information as you can to follow up with the prospect.

Give them what they want, not what they need. Provide your target audience with the information they need to make a decision.

Always be testing. Try new ads. Try a new landing page. A little bit of testing can go a long way in your lead generation efforts.