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That is not necessarily the case - it is more complicated than that.
First you would have to know what keywords the company is targeting also the area and time is a huge factor. Also most companies have a marketing mix and could throw together some "sample" sites to make you feel warm and fuzzy but this is not where your leads are actually coming from.
In other words this is virtually impossible to figure out.
We had a potential client in Florida make this same claim, however where he was in Florida we were not targeting - but someone in say California would have seen the ad - he would not have. There are also daily budget issues per campaign as well.
If you work a large enough sample of leads you can ask the lead some basic questions:
1. What site were you on?
2. When did you fill out the request form?
3. Where you searching for Health Insurance or did you just stumble upon this while looking for something else?
4. Where you offered a contest or free IPOD?
Asking your lead questions in a large enough sample and you can figure out real quick if the lead company is doing anything slimy.
