The ideal scenario is where you define the role and objective of each conversation.
For example, your PPC leads would lead into a conversation around a value proposition looking to solve one very real problem (need or interest) for a specific vertical among those options.
When that conversation occurs, and you come out having provided what they were looking for, then you can invite them into a deeper engagement, which may be to open a trial membership for a set period of time.
Once they do that, you can engage with them mid-way through their trial to get their impressions, and measure whether they are likely to become a full paid member.
After that, you engage through onboarding and making sure everything goes smoothly.
This is a stair-step model to take people from barely knowing about you, and ease them into becoming a paid client.