How to Use Google Ads for Lead Generation

Are you ready to transform your low-spending but profitable lead generation search campaigns into significant growth drivers? Scaling your Google Ads account could be the next step.

Every new Google Ads account starts modestly, but there comes a time when optimizing campaigns can generate even more leads. This guide will help you understand:

• What to expect when scaling a Google Ads lead gen account
• The elements you can control
• How to effectively boost PPC results
• Indicators that you’re ready to scale

When you’re ready to scale, you can approach it in two ways:

1. Get more from a single ad platform.
2. Expand to new platforms.

This article focuses on the first approach, specifically using Google Ads for lead generation.

Scaling a Google Ads account isn’t just about increasing your budget. You’ll need to navigate new settings, coordinate with clients, and exchange insights.

Signs You’re Ready to Scale

1. Profitable Campaigns: Overly profitable campaigns may indicate underinvestment.
2. Low Impression or Click Share: Shows untapped search volume.
3. High-Converting Offers: You might have other offers not being advertised.

9 Tactics to Scale Lead Gen PPC

1. Target New Locations: Expand your geographical targets to increase reach. Consider different ways to target the same area, such as by county, ZIP code, or radius around a location. Use “Presence” instead of “Presence or interest” in advanced location settings for more precise targeting.
   
2. Add New Keywords: Explore new industry-related keywords or location-based terms. Consider adding Broad Match to your campaigns to capture a wider range of traffic, and use Dynamic Search Ads to discover new keyword opportunities.
   
3. Optimize Your Spend: Increase your budget strategically while monitoring placements to avoid irrelevant clicks. Exclude Search Partners and Display Network if they are not performing well, and consider new campaign goals for fresh opportunities.
   
4. Build Dedicated Landing Pages: Create relevant, uncluttered, and fast-loading pages with clear copy and calls to action. Dedicated landing pages should encourage visitors to either convert or leave, which can improve your conversion rate.
   
5. Test Landing Page Variations: Optimize elements like navigation, copy, and form prominence. Remove unnecessary navigation links, ensure the page loads quickly, and make sure it is mobile-friendly. Display credibility above the fold and include content below the fold with interspersed CTAs.
   
6. Test Form Variations: Simplify forms and include qualifiers to improve lead quality. Ask for essential information only, and include qualifiers like company name, location, and start date. Highlight data security to build trust.
   
7. Qualify Your Leads: Connect lead gen accounts with CRM data to focus on high-quality leads. Use form fields to gather specific information that indicates higher lead quality. Mark and track these leads for better targeting and sales follow-up.
   
8. Set Up Enhanced Conversions: Use Enhanced Conversions for better user tracking, especially as we move towards a cookie-less future. Provide Google with personal data like emails and phone numbers to improve tracking accuracy.
   
9. Layer in Performance Max: Utilize Performance Max with offline conversion tracking for better targeting. Use Target CPA with qualified leads from CRM data, or bid to a Target ROAS if you can send revenue data back to Google Ads. Avoid Performance Max without offline conversions to prevent wasted spend.

Scaling Lead Gen on Google Ads

Effective PPC campaigns integrate with broader marketing strategies. As you grow your Google Ads efforts, consider all aspects influencing customer experience, from web design to sales follow-up. Scaling takes time and effort but can yield significant rewards.