Is Lead Gen ‘Unethical’ Because It Doesn’t ‘Guarantee Results’?

In episode 206 of Semantic Mastery’s weekly Hump Day Hangouts, one participant asked how the team would respond to someone arguing that lead gen is unethical because it doesn’t guarantee results.

The exact question was:

Hey guys, after a long absence I’m finally getting close to being back in the MM once again (thanks to video lead-gen). Until then though, I need some advice from the SM crew. It looks long but it’s just one question. I moved to a new city a few months back, and I’ve been going to lots of meetups/events/etc. Well, I met this guy who also owns a digital marketing agency (but non-SEO related), and I told him about the SM way: build assets, generate leads, and use those assets to profit.

Apparently this is rocket science, because I got blasted! He couldn’t believe that lead-gen was an ethical thing, since the business’ results weren’t guaranteed. Well, how is it our fault if a lawyer can’t convert leads? Our job ends at the lead! But apparently, this put the blame on the client, which is a “”bad thing,”” and hurts the relationship. Also, he said by charging per lead (or even by posts for GMB), I’m not “”results-based”” because the client wouldn’t be guaranteed results. He couldn’t believe I could even think of charging a lawyer $1000 a month for a few calls. He would faint if he met Marco.

To be honest, it was just a discussion, but I didn’t like being talked down to for what I know is ethical. How would you guys react to that?