Are you looking for help with private equity lead generation?

For years, I’ve been helping hundreds of clients in financial services generate high-net-worth investor leads with people looking to invest in private equity opportunities. 

In this article, I’ll share my top lead generation strategies, specifically for getting private equity leads.

But before we start, I recommend watching our free masterclass training to learn our strategy use works in more detail. 

With that out of the way, let’s get to it! 

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Looking for private equity leads? Here’s how our lead generation services can help you:

Step 1: Watch our free Masterclass Training (explains how our strategy works)

Step 2: Click here to schedule a call if you want us to do it all for you.

Quick Summary

In short, the best ways to get private equity leads are: 

  • Facebook Ads
  • TikTok Ads
  • Search Engine Optimization (SEO)
  • YouTube
  • AI Lead Generation Tools
  • Email Marketing
  • Traditional Marketing

While all these strategies have been proven, you must find the right one for you. Doing that will help you maximize your time, efforts, and investments. 

I have explained how to do that in detail in my free Masterclass training here.

What are the best private equity lead generation strategies?

This section describes each strategy and how they work for getting solid private equity leads. 

1. Facebook Ads

Facebook ads

Facebook Ads work excellently for private equity leads. Why? Because you can target exactly who you want, including business owners and accredited investors

C-suite executives, business owners, and industry leaders–they are all on Facebook, and you can reach them directly.

So, how does it work? 

You create ads that speak to your ideal clients. For example, an ad could offer a free report on industry trends or an invitation to an exclusive free video training. 

In my experience, I’ve found offering an educational video as a lead magnet works best for generating private equity leads.

Facebook’s powerful targeting tools let you show these ads to people based on their job title, company size, interests, and more. 

Here’s how to implement Facebook ads for private equity lead generation: 

  1. Define your ideal client. Who are they? What problem are they looking to solve?
  2. Create an offer they can’t refuse—a valuable insight report, a free educational video, or whatever fits your firm.
  3. Set up your ad campaign. Use Facebook’s targeting to reach the key decision-makers. 
  4. Create eye-catching ads. Use clear, benefit-driven copy and visuals.
  5. Set up an appointment funnel to capture leads. The goal is to make it easy for interested people to give you their information.

When using Facebook Ads, I often recommend that my clients test different ad formats to see which works best. Test, monitor, and adjust your campaigns for the best results. Using social proof also works. If compliance allows, mention successful deals or satisfied clients (without naming names).  

Remember, Facebook Ads need ongoing efforts. But once you get it right, you’ll have consistent, high-quality leads flowing in.

You can learn everything about setting up Facebook Ads that work in this video.

2. TikTok Ads

Tiktok ads

TikTok isn’t just for the teens. Yes, it is great for reaching younger people, but there’s a growing user base of older individuals. 

In fact, according to a 2023 Pew Research Center survey, 34% of respondents who use TikTok in the United States are 50 and older. 

Many of these users are high-net-worth individuals and business owners. Therefore, TikTok Ads are a great way to source private equity leads. Plus, your ads can stand out with an algorithm that gets your content in front of the right people.

How does it work?

Start by creating short, engaging videos showcasing your expertise or success stories. For example, videos on “How VCs value startups” or “5 Signs Your Business is Ready for PE Investment” can get the attention of your target audience. 

Next, use TikTok’s ad platform to boost your best-performing content. Target based on interests, behaviors, and even specific industries. Use a clear call-to-action, like opting for your lead magnet or watching a video sales letter, in exchange for contact details.  

Like Facebook Ads, direct your leads to an appointment funnel here. It makes follow-up and conversion easier. 

Here are some tips to get the best results: 

  • Keep your videos short and authentic (15-60 seconds).
  • If you can, show your face to build trust with the audience. 
  • Use captions, trending sounds, or challenges to increase visibility.

I explained how to set up a performing TikTok Ad in this video. Check it out. 

3. Search Engine Optimization (SEO)


Potential investors often search online for private equity firms that align with their investment goals. 

For example, when someone searches for queries like “private equity firms for tech startups” or “how to sell my business to investors,” Google shows them the most relevant results. 

SEO is about making sure your firm’s website shows up at the top of these results. It’s all about creating content that answers the questions your ideal clients are asking. 

Doing these translates into high-quality, organic leads who are already interested in what your firm offers.

Here are a few SEO best practices I recommend for private equity lead generation:

  • Identify keywords your target clients are using. I often recommend long-tail keywords because they work better. For example, “private equity for tech” or “how to value my company for investors.
  • Create high-quality, informative content around these keywords. This could be blog posts, whitepapers, or case studies.
  • Optimize your website’s page speed, mobile-friendliness, and other technical aspects. 
  • Build quality backlinks from reputable financial and business websites.
  • Send leads to a landing page or appointment funnel. 

Remember, SEO isn’t a quick fix, but it’s one of the most cost-effective ways to generate leads in the long run. If you don’t have the budget for ads, then SEO can be your source of leads for years.

Check out my free masterclass training to see how SEO can bring you quality private equity leads at no cost.

4. YouTube


YouTube is another great platform for private equity firms to connect with potential clients. I usually recommend using this lead generation strategy because: 

  • It helps build authority and trust. By creating informative and engaging videos, you can establish yourself as a thought leader in the private equity space.
  • YouTube has excellent audience targeting opinions. So, you can promote your videos to the specific demographics and interests you want to connect with. 
  • Well-made videos drive improved engagement with viewers, thus converting them into leads.  

Here is how to use YouTube for your private equity leads: 

  • Set up a YouTube channel for your firm if you do not have one yet. 
  • Create valuable, informative content. Tools like VidIQ or TubeBuddy can help you generate keyword ideas for videos. Another option is to check competitor videos. 
  • Optimize your video titles, descriptions, and tags for search.
  • Use eye-catching thumbnails to increase click-through rates.
  • Include calls to action in your videos, directing viewers to take the next step in your appointment funnel.  

It is important to be consistent with YouTube. You need regular, quality content to build trust and showcase your expertise to your target audience. 

My free masterclass training offers more insights into how to use YouTube effectively for lead generation. 

5. AI Lead Generation Tools

AI Tools

Artificial intelligence has proven very helpful for lead generation, particularly in the private equity space. Imagine having a super-smart assistant working 24/7 to find and qualify leads. That’s what you get with AI lead generation tools. 

These tools are easy to use. They improve your lead generation efforts by simplifying the process of identifying potential clients, engaging with them, and converting them to potential clients.  

Over time, I have tested several AI lead generation tools and even created my own AI Marketing assistant to help you create high-converting marketing content at the click of a button. Other useful AI lead generation tools for private equity include: 

These tools can automate repetitive tasks and personalize outreach and lead nurturing. You can also integrate these tools into your existing CRM systems to make the process faster and easier.  

I also recommended other automatic lead generation tools in this video. Ensure you check it out. 

6. Email Marketing

Email Marketing

Email marketing might seem old-school for lead generation, but it remains a powerful strategy to get private equity leads. Investors in private equity may not convert straight away. This is normal. That’s why email marketing is essential to maximize your conversion rates.

With email marketing, you can: 

  • Initiate targeted and personalized communication instead of sending out generic messages,
  • Build trust and credibility with regular, informative emails that show your expertise. 
  • Nurture your leads at every stage of the funnel.

I have used email marketing to get hundreds of quality leads for my clients in the private equity space. Here is the process that usually works for me: 

  • Build a quality email list segmented based on different criteria such as industry, company size, or investment stage.
  • Create valuable content, including insights, case studies, and success stories, that speak to each segment’s needs. 
  • Use an email marketing platform to manage campaigns and track results.
  • Set up automated sequences for different stages of the lead nurturing process.
  • Use A/B testing in your email marketing tool to optimize performance.

The ideal email should be personal and simple–avoid generic emails. The subject lines should also be clear and compelling–do not use clickbait. There should be a clear call to action, such as scheduling a call or opting in for a lead magnet. 

Email marketing is another lead generation strategy that requires patience. You may not see immediate results. But do not be discouraged. Keep sending those emails. 

Watch my free masterclass training to see how you can automate your follow-up emails to convert leads. 

7. Traditional Marketing

Traditional Marketing

Everything we have discussed so far is about digital marketing, but lead generation is not limited to that. Private equity firms can also use traditional marketing to generate quality leads. 

Traditional marketing uses offline channels to reach potential clients. This could include:

  • Direct mail
  • Cold calls
  • Print ads in relevant publications
  • Sponsorships at exclusive events
  • Billboard advertising in financial districts

The goal is to build brand awareness and credibility in spaces where your target audience already exists.

For traditional marketing to work, you will need to do the following: 

  • Identify where your ideal clients spend their time and what they read, and create targeted campaigns for these channels. 
  • Craft messages that speak directly to your target audience’s pain points and aspirations.
  • Use high-quality materials that reflect your expertise and dedication to helping your ideal clients. 
  • Always include a clear way for interested people to reach out.

I believe traditional marketing can also get you leads, but the digital marketing strategies mentioned above are a lot more effective.


The private equity space is dynamic, and so should be your lead generation strategy. We have examined some of the top lead generation strategies for this industry.

However, to get the best results, you must identify the strategies that best align with your firm’s goals and target audience. 

Once you know the right strategies, you don’t have to go all in. Start by implementing key steps and gradually building on them to create a comprehensive lead generation system. Remember, consistency is important.

As I mentioned in my free masterclass training, you must continually monitor your results and refine your strategies to achieve the desired results. 

Frequently Asked Questions

Here are some common questions you might have about lead generation, along with answers: