The Live Lead Ledger is a public, continuously updated record of every lead North Digital generates for its clients through Google and Meta advertising. Each lead is logged the moment it comes in with a date, timestamp, industry, region, traffic source, lead type, unique ID, and estimated pipeline value.

It lives in a public Google Sheet that anyone can open, scroll, and audit at any time. No login, no gated download, no "book a call to see our results."

A lead is a real inbound action from a potential customer of one of our clients: a phone call or a form fill driven by the Google or Meta ad campaigns we manage. Website visits, clicks, and impressions do not count, only actions that put a prospective customer directly in touch with the business.

Each lead is assigned an estimated pipeline value of $2,500, a deliberately conservative blended average across the service industries we serve. Some leads become $70,000 jobs, others go nowhere, the average keeps the total honest.

Pipeline value means potential revenue for the client if the lead closes. It is not our fee and not guaranteed revenue; it is the standard way service businesses measure the value of their inbound pipeline.

Our clients’ lead flow is commercially sensitive, publishing "Business X got 14 leads today" would hand their competitors a playbook. So every lead is anonymized: the client is reduced to an industry and a region, and the lead itself is reduced to a unique ID.

The result is a ledger that proves the work is happening without exposing anyone’s customer data. No names, phone numbers, or contact details of the actual leads ever appear in the sheet.

Three different speeds, one record. Leads are logged to the Google Sheet the moment they come in, every day. Everything on this page, the pipeline total, the lead count, the dates, the recent-leads table, is rebuilt from that sheet every hour.

The ticker on our homepage advances every 3 seconds. Its pace is not decorative: it is set to the ledger’s actual run-rate of roughly 28 leads per day at $2,500 average lead value, which works out to about $70,000 in new pipeline per day, or $2.43 per 3-second tick. When the ledger’s run-rate changes, the ticker’s pace changes with it.

That means the hourly snapshot on this page and the live ticker on the homepage can differ by at most about $2,900 (one hour of growth), a rounding error on a $100M+ figure, and the two always reconverge every hour.

Yes, that is the whole point. Open the full sheet and you can scroll every row back to the first lead logged, check the timestamps, sum the pipeline column yourself, and watch new rows appear over time.

We borrowed this concept from blockchain technology, where every transaction is published on-chain for anyone to verify. A claim you cannot audit is just marketing; a ledger you can audit is proof.

No. The ledger is append-only: every lead our campaigns generate is logged, including the unremarkable ones. That is what separates it from a case study, which only exists because an agency chose to tell you about its best result.

They cover different time spans. The $100M+ figure is the estimated client pipeline North Digital has generated since opening in 2016. The public ledger is newer, it has tracked every lead in real time since March 2026, and it now grows that same figure going forward.

Worth noting: that total was not spread evenly across the decade. The agency started small, with a handful of clients and far fewer leads per day, the large majority of the $100M+ was generated in the past few years as the client roster and daily lead volume grew. The ledger’s current run-rate reflects the business as it is today, not an average of the early years.

In other words: the $100M+ is the career total, and the ledger is the live, auditable continuation of it.

Become a client. Every business we run Google or Meta ads for is automatically part of the ledger, anonymized like everyone else, and you get the non-anonymized version: your own leads, in your inbox and your CRM, in real time. Schedule a strategy call below to get started.