We propose MADS (Multi-Agent Dialogue Simulation), a scalable framework for generating persuasive multi-turn dialogues via agent self-play. MADS employs three coordinated agents: User Agents simulating diverse persona-driven behaviors, a Dialog Agent executing task-oriented persuasion strategies and an Optimization Agent evaluating and refining dialogue outcomes. We further validate its effectiveness through users' Chain-of-Attitude (CoA) modeling and dedicated LLMs' persuasion assessment. This approach enables low-cost generation of training data without human annotation, addressing key industry challenges such as lack of user data, cold-start evaluation difficulties, and prompt inefficiency. Applied to a real-world marketing scenario, MADS significantly improved the persuasion capacity of small LLMs, increasing the organic traffic conversion rate by 22.4\% (from 1.83\% to 2.24\%) , demonstrating clear business value.

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