The webinar discusses finding the right leads for a business through pay-per-click (PPC) advertising. It covers identifying ideal customer profiles, determining budget and operations, and optimizing ad copy and landing pages. The webinar suggests focusing PPC campaigns on customers most likely to buy, using keywords that show intent, and creating ads and pages that guide qualified prospects to convert. The goal is to use PPC to find "profitable partners" that meet business needs and become long-term customers.