These are videos that I wrote the text for and found a designer to make them.  Having video content allows you to market on video sites and put your url in the text describing the video, which helps build links to your site.  Every website needs videos... if not on the site then on video sites.
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9 lead form fill outs
4 Google click to call
6 Calls from tracking number after Google ad click

Average cost per click $20.73. 
Cost per lead $37.32

When does it pay to spend $37 on a lead?  The same lead sold by a vendor that deals in leads would be sold 5x times and would cost about $15 to $25 to buy.  I have bought those leads before but it was a lot of work for the agents to sell, the competition was fierce, the agents didn't enjoy the experience.