Google AdWords has become the go-to marketing tool for businesses looking to reach new customers.

And with over 2 million advertisers using AdWords every month, it’s no wonder why.

But how can you generate leads from Google ads?

In this article, we show you what is possible and how to get started.

So let’s dive into the world of lead generation from Google ads!

What is Google Ads?

Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pay per click or per impression (CPM) on an ad.

Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business while they’re searching for products and services like the ones you offer.

With Google Ads, you can boost your website traffic, receive more phone calls, and increase your in-store visits.

Google Ads allows you to create and share well-timed ads (via both mobile and desktop) among your target audience.

This means your business will show up on the search engine results page (SERP) at the moment your ideal customers are looking for products and services like yours via Google Search or Google Maps.

This way, you reach your target audience when it makes sense for them to come across your ad.

What are Lead Generation Ads?

Lead generation ads are a type of ad that shows up on your search results page when someone searches for something specific.

These ads are usually displayed in the form of an image or text ad.

They appear at the top of the first page of organic search results, so they’re often seen by people who have already shown interest in your business.

As a result, these ads are ideal for generating qualified leads.

How Do You Create Leads in Google Ads?

If you’ve tried unsuccessfully to advertise on Google, don’t give up. There are many reasons why your Google Ads could be underperforming. Let’s cover some common Google Ads best practices.

1. Use a PPC planning template. 

Using a planner keeps your PPC projects organised.

With Google and HubSpot’s PPC Planning Template, you can view how your ads will appear online, see your character counts, and manage your campaigns all in one place. 

2. Avoid broad keyword terms.

You really need to nail it when it comes to your keywords, which is why testing and tweaking should be a part of your strategy.

If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend.

Review what’s working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audience.

You likely won’t get the mix right the first time, but you should keep adding, removing, and tweaking keywords until you do.

3. Don’t run irrelevant ads.

If your ad doesn’t match the searcher’s intent, you won’t get enough clicks to justify your ad spend.

Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing.

It’s a combination that will yield the results you’re looking for, and it may just be a few tweaks away.

You have the option to create multiple ads per campaign — use this feature to split test which ads work best. Or, better yet, use Google’s Responsive Search Ads feature.

You may need some tips about best practices for ad copy.

4. Improve your Quality Score (QS).

Your Quality Score (QS) is how Google determines how your ad should rank.

The higher your rank, the better your placements.

If your quality score is low, you’ll have fewer eyeballs on your ad and fewer chances to convert.

Google will tell you your Quality Score, but improving it is up to you.

It is important to learn how to improve your QS.

5. Optimise your ad landing page.

Your efforts shouldn’t stop with your ad — the user experience after a click is equally important.

What does your user see once they click your ad?

Is your landing page optimised for conversions, meaning does it use the same keywords?

Does the page solve your user’s pain point or answer their question?

Your user should experience a seamless transition through to the conversion.

Always review the landing page best practices and implement them to increase your conversion rate.

In conclusion, using these best practices will help you generate more leads from Google Ads.

Google Ads is a powerful platform that can help your business grow. Utilise the tips we covered to get started and remember to refine and iterate as you go.

There is no such thing as a Google Ads campaign that doesn’t work.

It may just need some more tweaking to achieve success.

The strategy and information provided above are all you need to create a successful Google Ad campaign that generates clicks and converts leads.

Let us know in the comments below if there are any other ways to generate more leads from Google AdWords!

If you’re looking for help generating leads, we recommend having a free strategy call with us. Contact us here or make sure you add your listing to Discover Local for free here.