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For some reason most agencies and media buyers can tend to not be able to look at a Google Ads or META Ads account from the right perspective. Or, they lack the obedience, or structure, or knowledge, on how to “move the needle”.
Let me give you a few examples, but telling you EXACTLY what will move the needle in your lead generation PPC campaign quickly.
First, what data are you optimizing from?
Out of all of the lead generation advertisers out there, only a VERY small fraction track leads back to sales. Meaning, they are optimizing for calls, downloads, quotes, or various web forms completed, but NOT then feedback into the system which leads turned into actual qualified opportunities or sales.
The Hard Truth: Leads Do Not Correlate to Sales
Qualified Leads Do.
So you need to be able to optimize:
- Keywords
- Ads
- Landing Pages
- Audiences
and so on…
Based on which leads actually were qualified/not.
You’ll have ads with HIGH CONVERSION RATES but POOR ROI.
And ads with LOW CONVERSION RATES and GREAT ROI.
You need to be able to have visibility into this.
Second, what creative testing is happening?
Are you letting the same boring ads run over and over? You need multiple ads rotating at all times, so that you can avoid ad fatigue AND identify higher return ads over time. When you find a winning ad, with statistically valid data, that becomes your control ad, and then you create a new “treatment” ad to run against the control. This is a MASSIVE needle mover that 90% of agencies and advertisers do not even do! It’s crazy how much money is left on the table by having a lethargic testing methodology.
Third, what negative keyword strategy do you have?
Are you regularly adding new negatives to both search and performance max? We all know the system is like a “money monster” and will gobble up your budget if you do not have an “eagle eye” on the traffic.
Fourth, what is your post click optimization strategy?
Are you evaluating your landing pages and funnels to determine what users are doing post click? Have you ever heat mapped your funnel? Or conducted user studies? Do you have a funnel visualization report setup so you can see where you are losing the conversion?
Finally, what is your audience strategy?
Are you relying only on warm audiences? Or turn key audiences from the platform? The modern ad platform wants to charge you for your existing customer traffic, and competitor traffic, but is stingy with high intent/low funnel users. You have to be extremely intentional about casting the net into high intent audiences, that are not part of your existing ecosystem, but also are not so broad, that you just drive junk traffic. This means ongoing testing and “mining” of new audiences is critical.