STOP Spammy Leads in Google Ads — Transcript

Full transcript

1. 0:00If you or your sales team is getting
2. 0:02absolutely inundated with spammy leads
3. 0:04from Google Ads, I'm here to tell you
4. 0:06that the problem is not Google Ads. Yes,
5. 0:09I said that the right way. The problem
6. 0:11is not Google Ads. The problem for why
7. 0:14you're generating spammy leads comes
8. 0:16down to two core issues. The first one
9. 0:19being either the data that you're
10. 0:21feeding the Google Ads campaigns or it
11. 0:23could actually be, and this one is a
12. 0:25little bit harder to say, your offline
13. 0:27sales process. So the way that your
14. 0:29sales team is actually handling those
15. 0:31leads that are coming into your
16. 0:32business. My name is Aaron Young and I'm
17. 0:34from Define Digital Academy. And this is
18. 0:36the exact problem that we are solving
19. 0:37for lead generation businesses like
20. 0:40yours. And it doesn't matter whether you
21. 0:41are a smaller local business or all the
22. 0:43way up to a professional B2B or you
23. 0:46could be a SAS software company. The
24. 0:48issue is the same. So, in this video,
25. 0:50I'm going to take you through the three
26. 0:51places that you need to look in order to
27. 0:53really resolve this issue so that you
28. 0:55can stop getting spammy leads and so
29. 0:57that you can convert more of those leads
30. 0:59or conversion actions inside of Google
31. 1:02Ads into paying customers. Cuz remember,
32. 1:04when it comes to Google Ads, we're not
33. 1:06just paying for conversions. We want to
34. 1:08be paying for customers because that's
35. 1:09the ultimate goal of running ads in
36. 1:11Google Ads is we don't just want
37. 1:14conversions inside of Google Ads. We
38. 1:15want new customers inside of our
39. 1:17business. Now, I've already said at the
40. 1:19start, the one big problem that may be
41. 1:21causing this influx of spammy leads
42. 1:23doesn't necessarily have to do with your
43. 1:25Google Ads campaigns, but the solution
44. 1:27could be found inside of Google Ads, and
45. 1:29it's got to do with the data that you
46. 1:31are feeding your Google Ads campaigns.
47. 1:33And this becomes especially true if
48. 1:35you're running anything like maximize
49. 1:37conversions or if you're running
50. 1:38performance max campaigns because it's
51. 1:40important to note that if you are not
52. 1:42telling Google very very clearly what
53. 1:45are good conversions and what are bad
54. 1:46conversions and you switch on maximize
55. 1:49conversions or start a performance max
56. 1:51campaign, Google is just going to keep
57. 1:53finding more and more of those
58. 1:54lowquality conversions thinking that
59. 1:56it's doing a great job. Now, let me show
60. 1:58you a real example. And this is a lead
61. 2:00generation business who came to us with
62. 2:03that exact problem. Their agency at the
63. 2:05time was telling them that they were
64. 2:06getting more and more conversions. And
65. 2:08she could go into the Google Ads
66. 2:09dashboard and see that the number of
67. 2:11conversions inside of Google Ads was
68. 2:12increasing. The problem is the number of
69. 2:15new customers for her business was
70. 2:17actually reducing month-to-month. Let me
71. 2:19show you. All right. So, what I want to
72. 2:20show you in here is that this is the
73. 2:22business. It's a lead generation
74. 2:23business. They offer professional
75. 2:25counseling services. And as you can see
76. 2:27here at start of January 2025, they were
77. 2:30getting a high super high number of
78. 2:33conversions. If we go back even further,
79. 2:35let's run it back another six months.
80. 2:37You can see that at the back end of
81. 2:392024, you know, the agency was showing
82. 2:41that, hey, look, we're increasing the
83. 2:42number of conversions. And it was
84. 2:44working for a little while, but then
85. 2:46what started happening at the start of
86. 2:482025, while the conversions were high,
87. 2:52the actual number of paying customers
88. 2:54was getting lower every single month.
89. 2:56And I want you to see this yellow line
90. 2:58from here. You can see that, you know,
91. 2:59the conversions are nowhere near what
92. 3:02they used to be. So right now we're
93. 3:04getting about 300 300 conversions and at
94. 3:06their peak that they getting close to
95. 3:08800 conversions. But what I want to show
96. 3:11you is with this business, you can see
97. 3:12that this blue line we've been able to
98. 3:14scale the spend. It's because we are
99. 3:16getting more money into their business.
100. 3:18And in fact, this business owner has had
101. 3:19to put on extra consultants in order to
102. 3:22be able to keep up with the demand that
103. 3:23is that she is now generating inside of
104. 3:26her business. Now, what you're looking
105. 3:27at here, and I want to make this really,
106. 3:29really clear, let me just draw the
107. 3:30pencil icon on here, is that this is
108. 3:32actually their real conversions. So,
109. 3:35when we're talking conversions inside of
110. 3:37Google Ads, that was her inquiries,
111. 3:39whereas this is actually the real
112. 3:40conversions. Now remember from here we
113. 3:42could see inside of Google Ads how their
114. 3:44conversions were going up through here
115. 3:46and it peaked in January. But what was
116. 3:49happening and I want you to look in this
117. 3:50key period through here is that they
118. 3:54actually close to going out of business
119. 3:56because what they need is they need
120. 3:58above 80 conversions a month in order to
121. 4:00stay profitable as a business. And as
122. 4:02you can see, these numbers were just
123. 4:04going down and down and down. And then
124. 4:06and now what I want to show you from
125. 4:07here is that as you can see, we man to
126. 4:09fix this up. And now they're
127. 4:11consistently getting over 150
128. 4:13conversions a month. And that's been
129. 4:15from March to July this year. And let's
130. 4:18just has a have a refresh of remember
131. 4:20what was happening is that you know in
132. 4:22June this year they only got 331
133. 4:24conversions whereas in previous months
134. 4:28they were getting well over 500
135. 4:29conversions and and in some cases up to
136. 4:32800 conversions but as we showed you
137. 4:35through here the actual paying customers
138. 4:37were less. Now let me quickly talk to
139. 4:39you about how we resolved that and what
140. 4:41the actual issue was and it all came
141. 4:44down to that the previous agency was
142. 4:46just tracking form fills uh chat starts
143. 4:49on their website and also phone calls.
144. 4:51Whereas the first thing that we did with
145. 4:53this business is that we actually worked
146. 4:55with the owner to connect their CRM with
147. 4:57Google ads which was then importing and
148. 4:59letting Google know which one was
149. 5:00actually coming turning into customers
150. 5:02and which one were just poor quality or
151. 5:04lowquality leads. Now, this can be done
152. 5:06in a number of ways. You can even use
153. 5:08external services like core rail or
154. 5:11dependent on what niche you're in. For
155. 5:13this business, they were using a tool
156. 5:14called podium. But that's the most
157. 5:16important step. You just need to make
158. 5:18sure that you're actually feeding the
159. 5:19right conversion data inside of Google
160. 5:22Ads so that you can then make the
161. 5:24correct optimizations to really target
162. 5:26the correct traffic and also to let
163. 5:28Google know that these are the
164. 5:29conversions we want you to focus more
165. 5:30on.
166. 5:32Now before we get into the second point,
167. 5:34I do want to point out that the best bit
168. 5:35about that story was that that business
169. 5:37owner had no experience inside of Google
170. 5:39ads and they are now also running Google
171. 5:42ads themsel and what she did she joined
172. 5:44a program which is called define digital
173. 5:46academy on demand and the difference
174. 5:48with on demand is that we don't act as
175. 5:50your agency we act as your strategic
176. 5:52partner and it is our done with you
177. 5:54Google ads solution. So, if you're a
178. 5:56business owner and you are spending over
179. 5:58$5,000 a month inside of Google Ads, why
180. 6:00don't you check out the information
181. 6:01about On Demand below? And you can also
182. 6:03apply and we can see if this is going to
183. 6:05be the best fit for your business. Not
184. 6:07only does it include a full order of
185. 6:08your current Google Ads account, it also
186. 6:10includes one-on-one private coaching and
187. 6:12also direct Slack channel so you can get
188. 6:15direct support from me and our lead
189. 6:17Google Ads coaches so we can turn your
190. 6:18business around and stop you getting
191. 6:20those spammy leads. And the second thing
192. 6:22is is that you need to go through and do
193. 6:24an investigation to find out is it your
194. 6:28sales team which is causing the issue.
195. 6:31Now, this is a real issue that we do
196. 6:32need to tread carefully with, especially
197. 6:34if you've got employees and you're
198. 6:36having to go through uh to really check
199. 6:38the quality of these leads because we've
200. 6:41had two cases over the last 6 months
201. 6:43which have made this really really
202. 6:44apparent. And really understanding that
203. 6:47when it comes to getting conversions
204. 6:49from Google Ads, you need to understand
205. 6:51that that conversion you are getting
206. 6:53inside of Google Ads is not a new
207. 6:55customer. It is just a lead and it's
208. 6:57another step in the process, but they
209. 6:59are not there yet. And if your sales
210. 7:01team is dropping the ball or not looking
211. 7:03after these highquality leads in the
212. 7:05right way and even if they're lowquality
213. 7:07leads and not able to flip them over to
214. 7:09highquality leads so that you can then
215. 7:11take them to the next step of the sales
216. 7:12process, you are just going to be
217. 7:14wasting money inside of Google Ads. And
218. 7:17this became really really apparent to us
219. 7:19because we did some consulting with a
220. 7:20large business which was a professional
221. 7:23lead on seller. So this was for the
222. 7:25legal niche within the United States.
223. 7:27And what this business does is that they
224. 7:29generate legal leads and then they on
225. 7:31sell them to different law practices.
226. 7:33Now it's all above board. So the legal
227. 7:35practices know what they're getting and
228. 7:37they know that they're not the only one
229. 7:39who ones who are buying these leads. But
230. 7:41what was happening was is that this was
231. 7:43the exact same leads were given out or
232. 7:45bought by three different legal firms.
233. 7:48So we're not talking the same keywords.
234. 7:49We're talking the exact same database.
235. 7:52Two of those legal firms came back and
236. 7:54said that these leads were poor quality.
237. 7:56Our sales team couldn't close them. The
238. 7:59other legal firm said that these are
239. 8:01really, really great leads. Came back
240. 8:02and wanted to buy more. And that becomes
241. 8:04a really clear example. Same leads,
242. 8:07different outcomes. And what it came
243. 8:09back to is it once again really
244. 8:11magnifies the truth that yes, you do
245. 8:14need to filter out some spammy leads
246. 8:15inside of your Google Ads campaigns, but
247. 8:18ultimately the how your sales team or
248. 8:20your staff deal with those leads is also
249. 8:22a highly important factor for how you
250. 8:25can see better results with Google Ads.
251. 8:27We also saw it in that program I me
252. 8:29mentioned before, the define digital
253. 8:31academy on demand program. We had
254. 8:32another business owner who when they
255. 8:34joined, they saw four months continual
256. 8:36four months of of month-on-month growth
257. 8:39in their leads and ultimately in their
258. 8:41sales. But then at month five, we
259. 8:43started to get some feedback from the
260. 8:45owner that they were getting lower and
261. 8:46lower quality leads. And we went through
262. 8:49dove through the Google Ads account, saw
263. 8:50that we're that we were still targeting
264. 8:52the same keywords. And if anything, the
265. 8:54conversion rates and the cost per
266. 8:56conversion metrics had dropped. And then
267. 8:58when we worked with the owner even
268. 8:59further, they did they went back and had
269. 9:02a listen to some of the recordings
270. 9:03because what had happened at the end of
271. 9:04month four, they changed over a key
272. 9:07member of their sales team. And that's
273. 9:09where they found the issue was that this
274. 9:11new salesperson coming on just to put it
275. 9:14frankly wasn't being friendly to their
276. 9:16leads. So they were able to then work
277. 9:18with that customer to improve that sales
278. 9:20process. And once again, those same
279. 9:22leads which they were saying were spammy
280. 9:24were actually becoming higher quality
281. 9:26leads. So, this is a real check for
282. 9:28business owners that if your sales team
283. 9:30or your staff are letting you know that
284. 9:32those sales leads are spammy or poor
285. 9:35quality, just just like you should be
286. 9:37properly auditing your Google Ads
287. 9:39account to make sure that you're
288. 9:40targeting the right keywords, that your
289. 9:42messaging is on point, you're targeting
290. 9:43the right demographics and the right
291. 9:44audiences, but don't forget to also go
292. 9:47through and do an audit of your actual
293. 9:49sales process to make sure that you can
294. 9:51really diagnose whether it is the
295. 9:53traffic coming in from Google Ads or
296. 9:55whether it's your actual internal sales
297. 9:56sales process. And I know with that
298. 9:58internal sales process, that is a
299. 10:00tougher one that sometimes you have to
300. 10:01deal with, but I did want to highlight
301. 10:03it because it's remembering that for a
302. 10:05successful Google Ads campaign, it's not
303. 10:08just about what is happening inside of
304. 10:09your Google Ads account. Not only do you
305. 10:11need to have high converting landing
306. 10:13pages, but you also need to have a high
307. 10:15converting sales team. Now, the third
308. 10:16point that I did want to talk about, and
309. 10:18this is not a diagnosis problem, but
310. 10:19this is more just wanted to introduce
311. 10:21what I call the bodybuilder concept. And
312. 10:24what this has got to do is that there is
313. 10:26not going to be a perfect world where
314. 10:28you're not going to get any spammy leads
315. 10:30at all. There's not never going to be a
316. 10:32situation where every single lead that
317. 10:34comes in on Google Ads is ready to buy
318. 10:36with no objections and it's just a
319. 10:38matter of you sending through your
320. 10:39quote, your payment link, and they send
321. 10:40you back the money the very next day or
322. 10:42even on that same day. Now what the
323. 10:44bodybuilder concept is is that it works
324. 10:46off that concept as clearly I'm not a
325. 10:49bodybuilder but I do have a friend who
326. 10:51has gone through some competitions and
327. 10:53what he spoke about is that in order to
328. 10:55get ready for his competition he first
329. 10:57had to go through his bulking phase and
330. 10:59he was getting big bigger but he was
331. 11:01also carrying a little bit more fat than
332. 11:03what he would usually do and then when
333. 11:04he would get to his cutting phase it was
334. 11:06all about cutting down that excess fat
335. 11:09and that is the game that sometimes we
336. 11:11do need to play with Google ads where we
337. 11:12are going through and increasing our
338. 11:14volume which what may mean that we are
339. 11:16getting some extra lower quality leads
340. 11:18coming through and but then once we get
341. 11:21those data metrics there and we're
342. 11:22feeding in proper data we can then go
343. 11:25through and start to increase the
344. 11:26efficiency or into that cutting phase
345. 11:28and there's two core ways that you can
346. 11:30do that and that's using your smart
347. 11:32bidding strategies so the first thing
348. 11:34you could do is obviously add in a
349. 11:36maximize conversions or maximize
350. 11:37conversion value um bidding strategy or
351. 11:39secondly you could start to really
352. 11:41optimize your target CPA Okay. Or your
353. 11:43target row settings. And because that's
354. 11:45a absolutely another big massive topic
355. 11:47that we need to talk about. If you would
356. 11:49like to learn more about how to set your
357. 11:50bidding strategies right, I want you to
358. 11:52go through and watch this video right
359. 11:53here. But remember, as I said, if you
360. 11:55are a business owner and you would like
361. 11:57some extra strategic advice with your
362. 11:59Google Ads campaigns, just follow that
363. 12:00link in the description so you can get
364. 12:02more information about our on demand
365. 12:03program. And if you're just starting out
366. 12:05in Google Ads, you can also in the
367. 12:07description below find more about our
368. 12:08Google Ads Mastery program, which takes
369. 12:10you from stage one all the way through
370. 12:12to getting your first conversions. And
371. 12:14there's some free resources that I have
372. 12:15down in the description. But if you'd
373. 12:17like to stay on YouTube and you're just
374. 12:18starting out, go through and watch this
375. 12:19video right here. See you next time.