6. Test form variations
If your lead collection method is form-based, the structure and content of your forms become critical to how well they convert.
A basic form contains three to four fields, such as:
- Full name (or split into first and last names).
- Phone number.
You may also want to include qualifiers. For B2B brands, here are examples of information we like to ask for:
- Company name: Anybody who doesn’t have a company will leave your page and disqualify themselves naturally.
- Location: For businesses with limited service areas, we include a geography drop-down or zip code field (for U.S. campaigns).
- Start date: If what you’re selling has a longer or limited timeline, you can ask people to specify when they want the job done.
You can also ask for information that helps qualify leads based on whether they meet certain criteria, such as their budget or industry. You can even write underneath the CTA button that you only take on customers who meet certain conditions.
The idea is to make sure that only right-fit prospects fill out your forms, reducing your junk leads and improving your qualification rate. This gives you a better idea of your addressable market instead of seeing inflated lead volume, making for better forecasts.
Another trick that often helps get the conversion is to place an icon of a lock and say that their data is 100% secure and won’t be shared. This handles another concern or objection up front and builds confidence.
7. Qualify your leads
We like to connect lead gen accounts with their CRM data whenever possible so we can focus on generating leads that drive business outcomes.
Let’s say you have a client that sells a specific item built to measure. Your form will ask for the usual contact information and qualifiers, but you can also let them input those dimensions or measurements.
What you want to look for is which leads come in with measurements and which leads don’t have them, and generally, the former will be of much higher quality. If someone takes the time to perform an action outside the form to fill it out, it indicates they really want what you’re selling.
Those leads can be marked appropriately and sent back to Google through offline conversion imports, allowing the system to pursue more users like them. Not only that, but your sales team will know which leads to go after first, making this a holistic improvement to your ability to close more deals faster.
8. Set up Enhanced Conversions
You should set up Enhanced Conversions if you can. Their primary use is to let Google track users even when ecosystems like Apple’s and other devices make that harder. As we move towards a cookie-less future, this allows Google to track what its pixels cannot.
This requires you to provide Google with personal data, such as emails and phone numbers, so their system can match it up with an account they know clicked on the ad. Doing this captures an additional 10% of user information, making it an extra signal that’s good to have.
But it will probably be considerably more important in the future, so get a headstart if you can!
9. Layer in Performance Max
After expanding each of the other strategies, and it seems that you’re tapped out and really can’t get anything else out of them, I would then consider layering in Performance Max if (and only if) you have some kind of offline conversion tracking. Otherwise, you’re going to get a ton of spam.
There are two ways of adding Performance Max to lead gen campaigns:
- Continue with Target CPA and send your qualified leads back to Google from your CRM data using offline conversion imports. That can sometimes be a stronger signal than a lead that becomes a sale. If you collect 100 leads from Google and 30 of them are later marked as qualified in your CRM, use that as a conversion action and set the campaign to specifically target those types of conversions.
- Bid to a Target ROAS if you’re able to send your revenue data back into Google Ads.
Without the ability to implement offline conversions, I recommend avoiding Performance Max for lead gen because you will spend time and money with little return to show for it.
Scaling lead gen on Google Ads
PPC fell into a years-long trap where the industry believed it could operate independently of other marketing and business functions. And for a long time, that was because Google made it possible to do so.
But all things are cyclical, and PPC is once again taking its rightful place in a broader marketing strategy.
As you grow your spend and results on Google Ads, remember that many other moving pieces influence the customer experience. Before and after the click, you have design, web development, discoverability, UX, and sales follow-up elements.
Scaling accounts doesn’t happen overnight, and it certainly doesn’t happen effortlessly. But there is a tremendous reward for those who can see the big picture and show persistence.