That Agency Show

Kyle Sulerud and Drew Carrell

A deep dive into the business of lead generation and pay-per-lead models.

This podcast follows the journey from agency work to generating and selling over $1M per month in leads, building internal systems to support scale, and solving the real challenges around supply, demand, margins, and growth.

Hosts Kyle Sulerud and Drew Carrell cover what works, what breaks, and what they wish they had known earlier, including pricing, client management, vendors, software, partnerships, and scaling without losing control.

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13 episodes
Avg 1 hr 14 min
English

Episodes 13

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S1 · E13
June 26 · 58 min
The Hybrid Agency Model: PPL + Retainers
Tired of the agency "grind"? Join active operators Kyle and Drew as they reveal the "hybrid agency" model—the same evolution that scaled their business to a million dollars a month profitably. Learn how to ditch the complexity of traditional retainers by blending high-volume pay-per-lead (PPL) simplicity with high-value, branded "Platinum" services. You'll discover how to "handpick the best clients" from your PPL platform, ascend them into exclusive ad campaigns, and even monetize their overflow leads as your own vendor. This "perfect little flywheel" sends pure profit straight to your bottom line with near-zero additional delivery costs. Stop guessing and start listening to the exact tactics used to build a highly efficient, multi-million dollar operation. https://thatagencygroup.com https://usejuiced.com 0:00 - Platinum teaser and premise 0:47 - Episode intro and recap 3:28 - Defining the hybrid agency 7:47 - How Platinum first emerged 17:19 - The new platinum model 24:05 - Pricing and positioning strategy 29:37 - Metro seats and scarcity 38:16 - Starting over with PPL 41:10 - Retainer agencies adding PPL 51:26 - Final takeaways and next steps
S1 · E12
June 12 · 1 hr 36 min
Why Your Pay-Per-Lead Agency Isn't Scaling
Ready to play the volume game? The "That Agency Show" team breaks down how to navigate the tight-knit world of lead brokers and strategic partners. Discover the power of the "Ping Tree," why being a middleman is a massive volume play, and the one red flag that should make you run from a vendor immediately. From navigating "janky" early systems to managing billion-dollar tech company headaches, get the roadmap to scaling your agency profitably. https://thatagencygroup.com https://usejuiced.com 0:00 - Strategic partnerships overview 6:48 - What makes good resellers 15:27 - Finding their first resellers 29:24 - Reseller benefits and downsides 40:43 - Vendors and setup realities 1:08:29 - Lead types and vendor integration 1:23:20 - Full lead flow recap
S1 · E11
May 29 · 1 hr 23 min
Turning “Garbage” Leads Into $100K/month
Discover how a simple "cork in the bucket" strategy turned a million-dollar revenue stream into actual net profit. In this episode, Drew and Kyle reveal the secret software features that allowed them to scale Leadzolo to million-dollar months by "juicing" every single lead for maximum value. https://thatagencygroup.com https://usejuiced.com 0:00 - Cold open success highlights 1:04 - Episode focus on profitability 4:15 - Bidding system fundamentals 11:16 - Bidding versus flat pricing 21:25 - Lead types overview 34:54 - More lead types and vendors 44:39 - Use cases in other industries 49:43 - Marketplace reverse auction feature 59:49 - Marketplace as demo engine 1:05:03 - 3,000-person event story 1:14:29 - Marketplace as lead magnet
S1 · E10
May 15 · 1 hr 8 min
The Blueprint for a Modern Pay-Per-Lead Agency
Go behind the scenes to see how a non-profitable agency doing $500,000 a month finally solved the "Black Box" of lead distribution to scale past $1M. Learn the exact software strategies used to cut Zapier costs in half and eliminate the "firefighting" that kills most agencies. If your manual systems are holding you back, this is the blueprint for moving from agency chaos to high-end results. https://thatagencygroup.com https://usejuiced.com 0:00 - Cold open on Juiced impact0:55 - Introducing Nolan and Juiced 2:35 - How Nolan was first approached 5:32 - Nolan’s development background 10:14 - Preston adds context and scale 15:08 - Family vision behind business building 21:11 - Building Juiced from scratch 26:46 - Migrating from LeadProsper to Juiced 40:43 - Preparing Juiced for other companies 48:45 - Extra features for future tenants 1:01:17 - Hiring help and scaling development 1:07:51 - UI and UX design philosophy 1:14:35 - Nolan’s long-term vision for Juiced 1:18:03 - Working relationship and business evolution 1:26:21 - Wrap-up and next episodes
S1 · E9
May 1 · 1 hr 27 min
Meet the Developer Behind Our $1M/month Milestone
In this episode, Drew Carrell and Kyle Sulerud are joined by their partner and lead developer, Nolan Nordland, to reveal how their proprietary pay-per-lead software, Juiced, processed over $1,000,000. They discuss the "genius" behind building a platform that reactivated a flood of inactive clients and provided a level of customization that is officially disrupting the agency industry. From initial "AFK" ideas to creating the "Ferrari" of lead tech, this deep dive explores the technology and team driving the future of Leadzolo. https://thatagencygroup.com https://usejuiced.com 0:00 - Cold open on Juiced impact 0:55 - Introducing Nolan and Juiced 2:35 - How Nolan was first approached 5:32 - Nolan’s development background 10:14 - Preston adds context and scale 15:08 - Family vision behind business building 21:11 - Building Juiced from scratch 26:46 - Migrating from LeadProsper to Juiced 40:43 - Preparing Juiced for other companies 48:45 - Extra features for future tenants 1:01:17 - Hiring help and scaling development 1:07:51 - UI and UX design philosophy 1:14:35 - Nolan’s long-term vision for Juiced 1:18:03 - Working relationship and business evolution 1:26:21 - Wrap-up and next episodes
S1 · E8
April 17 · 1 hr 3 min
Why We Sold Our Marketing Agency
In this episode, Kyle Sulerud and Drew Carrell pull back the curtain on the intense and often stressful process of selling a marketing agency. From the "90 days of hell" in due diligence to finding a "Picasso in the attic" valuation, they share the honest reality of transitioning away from a company after a decade of hard work. Whether you are looking for a strategic exit or aiming to "burn the boats" and focus on a new venture, this conversation provides essential insights into what buyers really look for and how to ensure your agency is truly sellable. https://thatagencygroup.com https://usejuiced.com 0:00 - Selling a thriving agency 0:47 - Show intro and episode setup 2:25 - What they can share 3:24 - Why sell a profitable agency 9:47 - Figuring out how to sell 11:46 - Common agency exit structures 12:53 - How agencies are valued 21:16 - Different types of buyers 25:22 - Choosing a specialized broker 30:02 - Serious buyer conversations begin 33:16 - Comparing the two offers 37:44 - Preparing the business transfer 39:24 - Due diligence and bank review 44:08 - Wire transfer and relief 45:45 - Communicating the sale internally 49:52 - Post-sale transition role 54:52 - What buyers want to see 1:01:17 - Broker recommendation and disclaimer 1:01:57 - Community plug and engagement ask 1:02:30 - Next episode preview
S1 · E7
April 2 · 1 hr 44 min
How We Built a $1M/Month Pay-Per-Lead Agency
In this episode, we pull back the curtain on how we scaled a pay-per-lead agency from zero to $1,000,000 in monthly revenue by disrupting the real estate industry with a single "novel" idea: YouTube Ads. Stop grinding through cold calls and learn how we built a nationwide inbound lead machine that consistently hits $100,000 days. From "serendipitous" networking wins to choosing massive growth over the "emergency lever" of profit, this is the raw, transparent blueprint of our journey to the top. https://thatagencygroup.com https://usejuiced.com 0:00 - Introduction and episode scope 2:36 - Initial offer and pricing model 7:22 - Tech stack v1 and routing 15:19 - Early clients, hiring, events 20:12 - Hustle Harder plug and JVs 28:55 - Wholesaling Live dramatic demo 39:17 - Post-event growth and strategy 43:02 - MIFGE webinar and PPC offer 53:54 - Wallet-based PPL and pricing 1:03:12 - Closers Olympics and scaling pain 1:11:04 - Wholesaling Live 2.0 and keynote 1:16:08 - Black Friday and Stripe holds 1:24:04 - Year-end metrics and float 1:29:36 - Demand for bidding and vendor search 1:38:20 - Building Juiced and next steps
S1 · E6
March 20 · 1 hr
Pivoting From Agency Retainers to Pay-Per-Lead
What started as a casual conversation in a co-working office turned into a powerful business idea.Real estate investor Preston Dahl shared he was paying up to $500 for a single motivated seller lead through pay-per-lead platforms. Advertising expert Kyle knew he could generate the same quality leads for under $100 — so they tested it. It worked, and the inbound leads started flowing.Kyle later partnered with Drew to launch Leadzolo, focused on helping real estate investors generate motivated seller leads. https://thatagencygroup.com https://usejuiced.com 0:00 - Cold open: origins and pivots 1:19 - Episode introduction 1:22 - Preston’s background and BRRRR overview 4:46 - Reality TV first flip story 8:00 - Meeting at coworking and PPL light bulb 15:58 - Why pay-per-lead and early testing results 23:33 - Kyle’s real estate pitch and pivot to selling leads 30:43 - Spinning up Leadzolo, roles, and early clients 42:02 - Decision-making, pivots, and lifestyle entrepreneurship 48:14 - Preston’s current business model and avoiding distractions 52:12 - Kyle’s scaling philosophy, redefining scale, and patience 58:48 - Closing banter and wrap-up
S1 · E5
March 6 · 59 min
Agency stuck at $100K? This Is Why
In this episode Kyle and Drew get honest about the hardest phase of agency ownership: the plateau. Specifically, they break down the critical mistakes and hidden costs that caused their original retainer agency, to stall out at about $100,000 per month in revenue. https://thatagencygroup.com https://usejuiced.com 00:00 - Intro and episode framing 02:35 - Growth phase dynamics and plateau math 12:14 - Why Adleg plateaued: service complexity 20:15 - Team size, churn, and delivery challenges 25:25 - Seeds of pivot to pay-per-lead and content step-back 37:15 - Mastermind advice versus decision to sell 43:40 - Cutting expenses and right-sizing operations 56:03 - Wrap-up and next episode teaser
S1 · E4
February 20 · 54 min
Scaling an Agency from $10K to $100K/mo (The Hardest Step)
This episode dives into the breakthrough moment for Kyle Sulerud's first agency back in 2018 when it finally gained serious momentum. Kyle and Drew Carrell discuss the agency's pivot into a highly profitable niche: YouTube ads for course creators running webinar funnels. https://thatagencygroup.com https://usejuiced.com 00:42 - Introduction: the agency that took off 02:25 - Finding the niche: YouTube ads for webinars 06:23 - Origin with Dan Henry and first attempt 16:43 - Cracking YouTube ads: placement breakthrough 22:26 - Growth via Dan’s network and offer 27:42 - Building ops and early agency structure 32:50 - Content engine and team expansion 41:17 - Pricing pains: percentage of ROAS (Return on Ad Spend) 46:03 - Switching to flat retainers, clearer scope 52:10 -Plateau, lessons, and closing CTA
S1 · E3
February 3 · 1 hr 25 min
What Nobody Tells You About Starting a Marketing Agency
Before the revenue, systems, and scale, there was a lot of trial and error. In this episode, Kyle Sulerud and Drew Carrell break down the early years of building an agency, including the failed ideas, scattered niches, and lack of predictability that kept the business from scaling at first.They walk through the different models they tested, from junk removal marketing and legal Google Ads to affiliate offers, life coaches, and outsourced CMO work, and explain why none of it worked long term.This conversation is an honest look at what early agency life actually looks like before systems, A-players, and leverage exist. If you’re building an agency, selling leads, or trying to find a model that scales without burning you out, this episode will feel very familiar. https://thatagencygroup.com https://usejuiced.com 00:00 – Introduction: Setting up the episode and the journey 04:03 – Attempt 1: Why Kyle's junk removal marketing idea didn’t scale 17:22 – Drew's early affiliate experiments and lessons from coaching scams 26:20 – Tony Robbins/Dean Graziosi affiliate saga: what went wrong 37:25 – Kyle tried and failed to niche down with Google Ads for lawyers 45:29 – Drew's minimal success reaching out to coaches and hypnotherapists 56:03 – How Kyle tested a local video + ads partnership model 01:08:00 – Drew's fractional CMO misadventure 01:19:02 – Early AdLeg years and key lessons about niching and clients
S1 · E2
January 23 · 1 hr 39 min
Freelancing Origins of an 8-Figure Agency
This episode of That Agency Show covers the journey of starting a career as a freelancer, detailing the progression from low-paying gigs and unprofitable businesses to finally cracking the $10,000/month barrier. https://thatagencygroup.com https://usejuiced.com Key Sections: 00:00 Opening teaser and episode setup 01:50 Kyle: Early life, college, and chasing passion vs career 07:24 Starting first business: foreclosure maintenance 11:13 First business struggles and ultimate failure 16:38 Pivot to junk removal with a used U-Haul 17:23 Marketing to find junk removal customers 18:47 Juggling full-time job, school, and the business 19:16 Going all-in: quitting the call center 21:18 Mastering Google Ads during the winter slowdown 24:13 Fiverr gig: $5 ad setups and first Google Ads offers 29:50 First recurring fee client and realizing the value of recurring income 34:04 Hiring a VA to help scale, first team member 38:12 Upgrading to experienced VA from the Philippines (still with the company today) 42:48 Big milestones: $480 and $4,000 clients 48:56 Selling junk removal to focus on Google Ads 53:03 Using Facebook Ads to grow a community and generate leads 58:12 Stabilizing at $10,000/month and key learnings 01:00:19 Transition from freelancer to agency: hiring for client support 01:01:05 Evolving the offer and niching down (Kyle & Drew) 01:02:05 Drew: personal journey, early work experience, and discovering marketing 01:13:25 Early affiliate mistakes, quitting, outreach, first clients 01:25:41 Delivery challenges, COVID wins, joining AdLeg 01:33:47 Tragedy leads Drew to fully focus on AdLeg
S1 · E1
January 16 · 51 min
Secrets to Scaling a Digital Agency to 8 Figures a Year
The founders of Leadzolo, Kyle Sulerud and Drew Carrell, share their full journey of how they built their hybrid agency to over $25 million in revenue in four years. They pull back the curtain on the challenges of scaling an eight-figure digital agency, the simplicity of their model, and how they built a business that allows them to take time off and pursue the lifestyles they love, from traveling the world to running ultra marathons. https://thatagencygroup.com https://usejuiced.com In this episode, we cover: 0:00 - Introduction: A $25 Million Agency Doing $1M/Month in Revenue 0:20 - Learning the Agency World the Hard Way (Warrior Forum Advice) 1:11 - Scaling from Freelancer to an 8-Figure Agency 2:10 - The Founders' North Dakota Trip and the Full Leadzolo Story 3:09 - The Problem with Masterminds and Courses Run by Non-Operators 4:33 - The Truth About Profitability and Revenue Peaks (Up to $1.7M in a Month) 5:10 - Why "Learning on Somebody Else's Dime" is a Huge Disservice 6:12 - Who This Show is For: From Freelancers to $1M/Month Agency Owners 7:11 - What to Expect: The Entire Agency Journey Mapped Out 8:33 - The Problem with Short Agency Podcasts and the Need for Deep Content 9:19 - Starting with the End in Mind: Our Hybrid Agency Model and Proprietary Software 10:40 - Our Promise: No Gatekeeping Content or Selling Information 11:59 - Engage With Us to Drive Future Episodes 12:53 - Join Our Free Agency Community: ThatAgencyGroup.com 14:55 - The Current Model: Simple, Not Complicated 15:46 - The Hybrid Agency Model Explained (Pay-Per-Lead vs. Retainer) 17:01 - How Our Software Monetizes More Leads and Solves Client Pain Points 19:45 - 16 Team Members Managing 450 Active Clients 20:18 - The Complexity of the Old Retainer-Only Agency Model (20 Clients with 16 Staff) 21:46 - Why Our Agency is Hands-Off and Automated 22:57 - The High Cost of Client Communication and Unnecessary Complexity 23:49 - Selling the Result: The Ultimate Benefit of Pay-Per-Lead 24:55 - Why We Don't Use SOPs for Intelligent Team Members 27:39 - The Guru's Take: "If you need SOPs, you have shitty team members" 28:10 - Tracking the Right KPIs (Including Hourly for $20k/Day Ad Spend) 30:00 - Hiring Problem-Solvers Over SOP-Followers 31:36 - Grant Cardone and Real-Time KPI Tracking 32:53 - Why We Run a Virtual Agency 34:39 - The Expense and Feasibility of an In-Person Office 35:08 - Drew's Traveling Lifestyle (8 Cities in 6 Weeks) 36:19 - Keynote Speaking and Live Lead Calls on Stage 42:19 - How Leadzolo Provided Drew's Dream Lifestyle 42:43 - Kyle's Lifestyle: Family Man, Running, and Backpacking in Minnesota 44:27 - Focusing on High-Level Projects and Not Talking to Clients 47:20 - Kyle's Passion: Building and Scaling an Agency 48:43 - Creating a Simple Business That Allows You to Do the Things You Love 50:33 - Next Episode: Starting as Freelancers

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