How to Get More High Quality Leads from Google Ads — Transcript

Full transcript

1. 0:00If you are sick of spammy leads, tire
2. 0:02kickers who don't buy your products and
3. 0:03are not interested in buying your
4. 0:04products, or if you're seeing a
5. 0:06significant drop in the amount of leads
6. 0:08that your Google Ads campaigns are
7. 0:10generating, don't worry, you're not
8. 0:12alone. Now, unfortunately, I have
9. 0:13businesses reaching out to me every week
10. 0:15that are facing one or three of those
11. 0:17issues. So, what I'm going to do in this
12. 0:19video is take you through each one of
13. 0:20those three issues which real businesses
14. 0:23are facing right now with their Google
15. 0:25Ads campaigns and take you through a
16. 0:27practical list of the optimizations or
17. 0:30the changes that you need to make inside
18. 0:32of your Google Ads campaigns. Now, I do
19. 0:34want to stress that if you are facing
20. 0:36one of those issues of spammy leads, you
21. 0:38know, an influx of tire kickers who
22. 0:39aren't really ready to buy yet, or if
23. 0:41you're just seeing a significant drop in
24. 0:43the amount of leads coming through, I do
25. 0:45want to note that in most cases it's
26. 0:46probably going to be a combination of
27. 0:48more than one of these things which I'm
28. 0:49going to point out. But, what I am going
29. 0:51to do with each one of those three main
30. 0:52issues that real businesses are facing
31. 0:54right now, I'm going to show you the
32. 0:55first place to look, but as I said, it
33. 0:57could definitely be a combination of all
34. 0:59of these sorts of important that you
35. 1:00watch the whole video so you've got the
36. 1:02full context of everything you need to
37. 1:04do in order to make sure that you and
38. 1:05your business can see an increase in
39. 1:07high-quality leads coming into your
40. 1:09business. So, let's get straight into
41. 1:11it. And the first issue I want to
42. 1:12address is that unfortunately, in 2026,
43. 1:15many businesses, especially local
44. 1:17businesses, are drowning in a sea of
45. 1:19spammy or low-quality leads. Now, in
46. 1:22this case, it generally comes to one of
47. 1:24two reasons. One, you've got the
48. 1:27incorrect conversion settings, or two,
49. 1:29you're using the wrong type of campaign.
50. 1:31Now, let's start with the conversion
51. 1:33settings, and there's two important
52. 1:35conversion settings that you do need to
53. 1:36get right. And for clarity, I want to
54. 1:38confirm that I'm talking to businesses
55. 1:40who are not using a third-party CRM,
56. 1:42something like Salesforce, HubSpot, or
57. 1:45even Coral, where they're importing
58. 1:47their leads or the actual leads which
59. 1:48are good quality back into Google Ads.
60. 1:51If that's not the case, you don't need
61. 1:52to worry because there are still some
62. 1:53structural things you need to get right
63. 1:55with your conversion settings so that
64. 1:57you're giving Google the right
65. 1:58parameters on what is a good conversion
66. 2:01and what is a bad conversion. And if
67. 2:03you're a business like that, it's highly
68. 2:05likely that you're going to be tracking
69. 2:06one of two of these types of conversions
70. 2:08or both, which are phone calls and also
71. 2:11form submissions. Now, when it comes to
72. 2:13phone calls, there are two important
73. 2:14settings that you need to get right. And
74. 2:16let's jump in and show you them right
75. 2:17now. Now, when it comes to your phone
76. 2:19calls, there's two core settings that
77. 2:20you need to make sure that you got right
78. 2:22inside of your Google Ads account. And
79. 2:24that's firstly the call duration, and
80. 2:27then secondly the conversion count. And
81. 2:29let me show you where you find each of
82. 2:30those inside of Google Ads, you need to
83. 2:32go to your conversions and then your
84. 2:33summary. And then what I want you to do
85. 2:34is actually want you to go into the
86. 2:36phone call leads. So, this one is called
87. 2:38calls from ads. And what I want to show
88. 2:40you in through here, there's there's two
89. 2:41core things that you want to make sure
90. 2:43that you're getting right. You can see
91. 2:44here, we've got our call settings set at
92. 2:4745 seconds. And then also the second one
93. 2:49is that you need to make sure that your
94. 2:50call count is set at one conversion. Let
95. 2:53me explain why both of these are
96. 2:54important. When it comes to the call
97. 2:56duration, you need to remember that
98. 2:58Google starts that timer from when
99. 3:00someone starts ringing. So, you know,
100. 3:02that first 10-15 seconds of when someone
101. 3:04starts ringing is counted as a call, but
102. 3:06you may not have even answered yet. Now,
103. 3:08in this account, we've set that call
104. 3:10setting at 45 seconds because they do
105. 3:12have a really good call answering
106. 3:13service.
107. 3:14But for other businesses, we've set that
108. 3:16call duration at a minute and a half or
109. 3:18even 2 minutes. But inside of Google,
110. 3:20this is set as a default as 30 seconds.
111. 3:23And in most cases, we find this to be
112. 3:25long enough. So, what I'd recommend is
113. 3:27that you increase that duration
114. 3:29somewhere between 45 seconds up to 90
115. 3:31seconds, so that you can add a little
116. 3:33bit of extra call quality in there. And
117. 3:35what you're looking at there is the
118. 3:37general practice is the longer the call
119. 3:38is going, it's more likely to be a
120. 3:40better high quality call.
121. 3:42The second one is is the conversion
122. 3:44count. Now, for lead generation, you've
123. 3:47got two options when when it comes to
124. 3:49your conversion setting. You can either
125. 3:50count one or every. and it's really
126. 3:53important that you only count one. Now,
127. 3:55the reason for that is because with
128. 3:57Google Ads, if you kind of set to every,
129. 3:59it means that if the same person rings
130. 4:01three times or four times, that's going
131. 4:03to be counted as three conversions even
132. 4:05though it's the same person calling in
133. 4:08that 30-day or 60-day window that you've
134. 4:10got for your call acquisition. So,
135. 4:12that's why you want to make sure that
136. 4:14you're increasing that call duration and
137. 4:16secondly, you're also setting that call
138. 4:17setting to one. Now, when it comes to
139. 4:20your form inquiries, you will also want
140. 4:22to make sure that that conversion count
141. 4:23is set to one for the same reasons as
142. 4:25what we explained before. But, the other
143. 4:27thing that you do want to do is that we
144. 4:29really, really recommend a multi-step
145. 4:31form and essentially, you're looking at
146. 4:33forms that you've got more than just
147. 4:35where you're asking for their name,
148. 4:36email, and phone number. Now, inside of
149. 4:38a lot of businesses, we recommend that
150. 4:40they use a a form like Typeform or if
151. 4:43you're a service-based business, there
152. 4:44are different quoting type forms that
153. 4:46you can get. And what you're wanting to
154. 4:47do here is you're wanting to get more
155. 4:49information than just their email and
156. 4:51their phone number. Now, some businesses
157. 4:53get worried that well, hey, if I ask for
158. 4:55too much information, they may not go
159. 4:57through and fill out that form. But, I
160. 4:59like to flip that and see it as a
161. 5:01positive because what you're wanting to
162. 5:02do is you're wanting to use your form
163. 5:04inquiry as part of the as part of the
164. 5:07qualification process. And if someone is
165. 5:08not prepared to take the extra 30 to 60
166. 5:10seconds in order to fill out your form,
167. 5:12they're probably not going to go through
168. 5:14and buy anyway. So, what you want to be
169. 5:16thinking about here is what is the
170. 5:17information which is the most important
171. 5:19to you, which lets you know whether this
172. 5:21is a high-quality lead to follow up. So,
173. 5:23especially if you're a local service
174. 5:25business, you're talking about things
175. 5:26like the the type of job that they're
176. 5:27looking for, whether this is maintenance
177. 5:29or whether this is installation, whether
178. 5:31they're bringing their own parts, or
179. 5:33what their what their actual budget is.
180. 5:35This is the type of information that you
181. 5:36want to put in because what you can then
182. 5:38also do is you can also add in some
183. 5:40automated responses. So, for example, if
184. 5:43you only want to be inquiring to people
185. 5:44who have got a budget of over a thousand
186. 5:46dollars, you could set up an instant
187. 5:47reply that if someone marks under a
188. 5:49thousand dollars that that you're not
189. 5:51going to be the best option for them.
190. 5:52Once again, you're adding in some extra
191. 5:54qualification to really make sure you're
192. 5:56getting higher quality leads coming into
193. 5:57Google. Now, the second thing I
194. 5:59mentioned there in this first point of
195. 6:00high quality or or spammy leads is the
196. 6:03right type of campaign. Now, I've been
197. 6:05on the record before that saying for
198. 6:07lead generation businesses, I really do
199. 6:09like Performance Max as a campaign type.
200. 6:11However, I do want to stress that that
201. 6:13is not the starting point. So, for me,
202. 6:15for lead generation businesses, you do
203. 6:17need to start with search and I wouldn't
204. 6:19even think about engaging Performance
205. 6:21Max until you're reaching at least 30 to
206. 6:2450 conversions in a month and then even
207. 6:25on top of that, I wouldn't think about
208. 6:28adding in a Performance Max campaign
209. 6:29until you're having issues with scaling
210. 6:31with search. So, there are a lot of
211. 6:33service-based businesses where we are,
212. 6:35you know, hitting that threshold of over
213. 6:3630 conversions, in some cases over a
214. 6:38hundred conversions a month, but we're
215. 6:39still focusing on search because
216. 6:42Performance Max for us is a secondary
217. 6:44type of campaign. You need to make sure
218. 6:45you've got your conversion settings set
219. 6:47and you need to make sure you've got
220. 6:48higher quality data coming in. But, for
221. 6:50most businesses, especially local
222. 6:52service businesses, you're going to be a
223. 6:53scale much, much faster by focusing on
224. 6:56search. And the other reason why this is
225. 6:57important is because Performance Max, if
226. 6:59you don't have that correct conversion
227. 7:01data coming in, you do increase your
228. 7:03chances of getting lower quality leads.
229. 7:05That's why if you have a larger bank of
230. 7:07conversion data, you can start making
231. 7:09some moves like increasing that call
232. 7:10duration or adding in a more complex
233. 7:13form. Yes, it may reduce your number of
234. 7:15conversions, but it's a higher quality
235. 7:17signal so that you can then eventually
236. 7:18get to Performance Max later down the
237. 7:20track. All right, now let's go to number
238. 7:23two. And the big issue that people are
239. 7:24facing is they're getting a lot of tire
240. 7:26kickers or people who aren't really
241. 7:28ready to buy yet. Now, in this
242. 7:30situation, you are getting legitimate
243. 7:31leads. They are people who are looking
244. 7:33for your type of service, but they may
245. 7:35not be the exact fit. And some prime
246. 7:37examples here are that you might be a
247. 7:39business to business and some prime
248. 7:41examples here is that you might be a B2B
249. 7:43and you're getting a lot of business to
250. 7:45customer leads, or you may have people
251. 7:47who are searching for jobs rather than
252. 7:48your service. Or another big option is
253. 7:51that there just may be a pricing
254. 7:52mismatch. And a perfect example there is
255. 7:54that you may be a higher quality or
256. 7:56premium price, and there are maybe some
257. 7:59other service providers that run a lower
258. 8:01a lower price point service. And in all
259. 8:04of these cases, it comes down to your
260. 8:06messaging. So, what I like to do in
261. 8:08these situations is that I would firstly
262. 8:10recommend you to go back through your ad
263. 8:12copy, especially your headlines, and
264. 8:15also your landing page, and be really
265. 8:17really clear about not only who your
266. 8:19service is for, but who it's not for.
267. 8:21Now, you don't need to say that we are
268. 8:23not for X, Y, and Z, but you can add in
269. 8:25some really clear qualifying messages,
270. 8:27which also lines up with your branding.
271. 8:29Perfect example of this is that if you
272. 8:31run a higher price point than other
273. 8:32providers in the same market. Let's say
274. 8:35for example, your prices start from
275. 8:37$199, but you do know other providers
276. 8:39that are offering the same service for
277. 8:41$99. Now, you may know that you offer
278. 8:43some real clear benefits, and you can
279. 8:45really articulate why you're $100 more
280. 8:48expensive, but what you do want to do is
281. 8:50you want to be really really clear in
282. 8:52your ad copy that prices start from
283. 8:53$199. Now, the reason for why this is
284. 8:57really really important for a lead
285. 8:58generation business to do is because
286. 9:00inside of an e-commerce business, that
287. 9:03price gives them that signaling. What
288. 9:05generally happen in the e-commerce space
289. 9:06is that if you've got a higher price
290. 9:08product, people would go through to your
291. 9:10website, they'd see the higher price
292. 9:11product, then if they're not converting,
293. 9:13that data goes back into Google Ads, and
294. 9:15they can start to see really really
295. 9:17quickly who's buying and who's not
296. 9:19buying. The problem with lead generation
297. 9:21is that with a form inquiry and a phone
298. 9:24call, Google can't really tell the
299. 9:25difference which is a high quality lead
300. 9:27and which is a low quality lead cuz it's
301. 9:29because there isn't that price signaling
302. 9:31in the conversion action. So, this is
303. 9:33why I recommend for lead generation
304. 9:35businesses, a great way is to
305. 9:37pre-qualify who your perfect clients are
306. 9:40inside of your ad copy. Now, yes, it may
307. 9:43mean less clicks, and yes, it may mean
308. 9:45less conversions, but what you need to
309. 9:46remember is that with Google Ads, Google
310. 9:49gets paid when someone clicks on the ad,
311. 9:50whereas you as the business owner only
312. 9:52get paid not only when someone converts,
313. 9:54but when they agree to the price and
314. 9:56also send that money into your bank
315. 9:58account. If you are getting leads, which
316. 9:59yes, they are looking for your service,
317. 10:01but they're not pre-qualified enough,
318. 10:03look at going back and adding in some
319. 10:05extra qualifying remarks in your
320. 10:07headlines and also in your landing page.
321. 10:10All right, now let's get to the third
322. 10:11one, and this is probably the biggest
323. 10:12one. We're seeing a lot of businesses
324. 10:14who are reaching out and saying they're
325. 10:15just seeing a drop in leads, and this
326. 10:17one is confusing for them because they
327. 10:19haven't actually made any changes inside
328. 10:21of their Google Ads account, like
329. 10:22significant changes to their keyword
330. 10:23targeting, and we hear this a lot where
331. 10:26they'll say that, you know, over the
332. 10:27last 6 months, we've just seen a
333. 10:28month-to-month decline in the number of
334. 10:30conversions that they are getting.
335. 10:33Now, a lot of this does draw back to the
336. 10:34changing nature which is happening
337. 10:36inside of Google Search at the moment,
338. 10:38and I don't want to spend too much time
339. 10:39on this cuz we've got other videos about
340. 10:41that, but what I do want to give a
341. 10:42reminder is is that you do need to
342. 10:44remember that Google has made some
343. 10:46significant changes into the way that it
344. 10:48actually triggers your ads. It used to
345. 10:49be about targeting the syntax, so the
346. 10:52actual keywords in your keyword phrase,
347. 10:54and now it's targeting the meaning or
348. 10:55the intent of that keyword phrase, and
349. 10:57that actually even holds true for exact
350. 10:59match keywords. So, if that is the case,
351. 11:02and if you are in that situation where
352. 11:04you haven't really made any significant
353. 11:06changes to the structure of your Google
354. 11:08Ads account recently, but you're seeing
355. 11:09a month-to-month decline, we would
356. 11:11recommend that you go through and do a
357. 11:12full audit of your keywords and what
358. 11:15search terms are actually being
359. 11:16triggered by your ads. Now, we're going
360. 11:18to jump over to a screen share because
361. 11:19the great news is is that inside of The
362. 11:21Find Digital Academy, we've actually
363. 11:23released a free tool that which you can
364. 11:25use, which will go through and do a full
365. 11:27keyword SWOT analysis on your keywords
366. 11:29and search terms in a matter of minutes,
367. 11:31and you can get free access to this
368. 11:33keyword and search term tool just by
369. 11:34following the link in the description
370. 11:36below. But, to help you even further,
371. 11:37let's jump into a screen share so I can
372. 11:39show you how you can complete this and
373. 11:41how this works for your business. Now,
374. 11:42inside of Define Digital Academy, we
375. 11:44actually have five tools which you can
376. 11:46use, and this is does everything from
377. 11:49letting you know which campaigns are
378. 11:50ready to scale. We've also got ones that
379. 11:52help you with the ad copywriting and
380. 11:53your landing page SEO audits. Those ones
381. 11:56also go out and do Reddit forum searches
382. 11:58and Facebook group searches to really
383. 12:00find out those pain points and make sure
384. 12:02they match with your messaging. And then
385. 12:03we've also got our smart bidding coach,
386. 12:05but the one that you can get free access
387. 12:07to is, as I mentioned before, is this
388. 12:09keyword and search term audit tool. Now,
389. 12:12let's jump in and show you an example of
390. 12:13how you can use this. And as I said, if
391. 12:15you want to get access to this free
392. 12:16tool, just follow that link in the
393. 12:18description below. But, I want to show
394. 12:20you some real-life examples of how it's
395. 12:22gone through and helped different
396. 12:24accounts that we've been going through
397. 12:25and helping with businesses inside of
398. 12:27Define Digital Academy. This was a
399. 12:29business that reached out to us. They
400. 12:31needed to be hitting 25 conversions a
401. 12:33month, and last month was the first
402. 12:34month that they'd done that in a long
403. 12:36time. And you can see it was an increase
404. 12:38of 13 conversions from March. And the
405. 12:40way that we went through and did this is
406. 12:42that we went through firstly and used
407. 12:45this tool to go through and do an audit
408. 12:47to really find out where there was
409. 12:48potential for wasted spend inside of
410. 12:50their account. Now, what we've done on
411. 12:52top of this is if we've built this
412. 12:53around a SWOT analysis framework. If you
413. 12:56don't know what a SWOT analysis is,
414. 12:57that's obviously looking at the
415. 12:58strengths, weakness, opportunities, and
416. 13:00threats. And this comes off the core
417. 13:02functionality for success with Google
418. 13:04Ads is that one of the easiest way to
419. 13:06see success with Google Ads is find out
420. 13:08what search terms or what keywords are
421. 13:10giving you profitable results, and then
422. 13:12find out which ones where you're wasting
423. 13:14spend so you're getting, you know,
424. 13:15repeated spend with no conversions, and
425. 13:18you really just want to turn the tap on,
426. 13:19get more, spend more money where you're
427. 13:21getting good results, and spend less
428. 13:22money where you are wasting spend. So,
429. 13:24what What need to do in order to run
430. 13:26this process is that you want to be
431. 13:28getting two reports. Now, we generally
432. 13:30So, what we did at this time, we went
433. 13:33back through January and February.
434. 13:36And as you can see it at in this period,
435. 13:38they only got 21 conversions in the 2
436. 13:40months from January to February. Now,
437. 13:42they're getting over 25 conversions a
438. 13:43month. You need to go through and
439. 13:45download two reports. So, the two
440. 13:47reports you want is you want the search
441. 13:49terms report.
442. 13:51And the way that you do that is you go
443. 13:52through, click this download, and I
444. 13:55generally download it as a CSV file.
445. 13:58And then you also want to get the same
446. 14:00for your keywords. So, the same process,
447. 14:02go to keywords, and then click that same
448. 14:05uh same download option. Then when
449. 14:07you've got that option, you open up
450. 14:09through here,
451. 14:11and just open it up inside of your own
452. 14:12Clawdi account. And
453. 14:15you do need to have those two bits of
454. 14:16information ready. Now, while this is
455. 14:19loading, I will let you know as well is
456. 14:20that you what you can also do as well is
457. 14:22you can add in any extra information.
458. 14:24So, it'll you can see it's going to
459. 14:26prompt you as to what you're uploading.
460. 14:28You can also add other data. We've also
461. 14:30gone through and added in our call data
462. 14:32with the client or their brand
463. 14:33guidelines or some extra longer data.
464. 14:37Just anything that will help give you
465. 14:38some better responses. And so, the way
466. 14:40that we've gone through and do this, I
467. 14:41recommend that you add both keywords and
468. 14:43search terms. Obviously, you can use
469. 14:45this for e-com as well, but this is not
470. 14:47e-com.
471. 14:49And then when it comes to your n-gram
472. 14:51focus, now if you don't know what an
473. 14:52n-gram analysis is, they're either going
474. 14:54to group one-word phrases, two-word
475. 14:56phrases, or three-word phrases together.
476. 14:58And for this one, we're going to do
477. 14:59three-word phrases. Now, that will go
478. 15:01through and give us that response. It
479. 15:04does take a couple of minutes, but what
480. 15:06I want to show you here is this is the
481. 15:08report that we have gone through. So,
482. 15:10you can see here we've gone through and
483. 15:12added in our our search terms.
484. 15:14And then it's come through and done our
485. 15:16audit.
486. 15:17So, there's a lot of different
487. 15:18information here, but what I'm going to
488. 15:20do is I'm just going to take you through
489. 15:21to the SWOT analysis at the end.
490. 15:25And what it really starts to go through
491. 15:27and does is it firstly breaks it into
492. 15:28your strengths. Now, what I do want to
493. 15:30let you know as well is that please see
494. 15:33this report as a diagnostic tool. Do not
495. 15:35go through and blindly just make all of
496. 15:38the changes in your account. You do need
497. 15:40to go through and really make sure that
498. 15:42this makes sense for your business. But
499. 15:44what we've designed it to do is to
500. 15:45really give you some pointers on where
501. 15:47you're spending the money and where
502. 15:48you're wasting your money. So, you can
503. 15:49see from here as well.
504. 15:51Is it does also give you some long tail
505. 15:53broad match opportunities. It also goes
506. 15:55down to where you are wasting some
507. 15:57spend. So, but what you can see from
508. 15:59here is that when it comes into the
509. 16:00recommendations it's giving us two clear
510. 16:02theme winners. Now, I have had to go
511. 16:04through and blur out some of these
512. 16:05search terms just for privacy.
513. 16:08And then it's also gone through and
514. 16:09given us some different weaknesses. And
515. 16:11they can see with this one is that there
516. 16:12was a high amount of competitor brand
517. 16:14spend. So, straight away in that
518. 16:17February mark before they started to see
519. 16:19those better results through March and
520. 16:20April, we added in some extra negative
521. 16:22keywords.
522. 16:24The other thing that we what we did do
523. 16:25as well
524. 16:26is that we did see that broad match was
525. 16:28working cuz it was getting a 5%
526. 16:30conversion rate. And we were also happy
527. 16:32with our current target target CPA
528. 16:34settings. But there was an opportunity
529. 16:35to add in some extra negative keywords
530. 16:38which it did give us. And if you go up
531. 16:39through here, or you can actually ask
532. 16:41it, it can give you the full list of
533. 16:43negative keywords. So, you can see from
534. 16:44here it gave us a full list of
535. 16:47about 10 different negative keywords
536. 16:48that we could go through and add which
537. 16:50we did actually add to the account. So,
538. 16:52I think about eight of the 10 we added
539. 16:53to the account. Then it also lets us
540. 16:55know of, you know, it said, you know, to
541. 16:57add in some extra broad match long tails
542. 17:00long tail keywords especially around the
543. 17:02different equivalents of those different
544. 17:05themes that are already working. So, the
545. 17:07main thing that I would point out in
546. 17:08through here as well is that really see
547. 17:10this as an audit and a diagnostic tool.
548. 17:13You don't blindly follow everything, but
549. 17:15it is going to really give you a real
550. 17:16quick analysis of where you're spending
551. 17:17your money and where what are some
552. 17:19opportunities to limit waste and what
553. 17:21are some other opportunities to increase
554. 17:23the spend on your profitable keywords.
555. 17:26So, thank you so much for joining me. My
556. 17:27name is from Aaron Young from Define
557. 17:29Digital Academy. Remember, if you want
558. 17:30to get full access to this keyword and
559. 17:32search term audit tool, just follow that
560. 17:34link in the description below. And if
561. 17:36you would like to know more about what
562. 17:37has changed with Google's keyword match
563. 17:39types, want you to go through and watch
564. 17:40this video right here. See you next
565. 17:42time.