We will be discussing everything you need to know about Google Ads lead generation in this guide, including:

What is Google Ads Lead Generation?

How does Google Ads lead generation work?

Why is Google Ads powerful for lead generation?

Benefits of Google Ads lead generation

Choosing the right keywords for Google Ads lead generation

What are Google Ads match types?

Use negative keywords
Write Google Ads ad copy
Landing pages for Google Ads
Keep lead forms simple
Call extensions and call Google Ads
Use location targeting
Set up conversion tracking with Google Ads
Track cost per lead
Improve lead quality
Avoid common Google Ads lead generation mistakes
How fast should I contact a lead?
How can small businesses benefit from Google Ads lead generation?
How can businesses use Google Ads for B2B lead generation?
Google Ads lead generation with GrowthWeb Digital

Final thoughts

Google Ads Lead Generation: What is it?

Google ads lead generation refers to the process of getting potential customers to fill out their contact details to get in touch with you. The potential customers can be encouraged to:

Fill out a contact form
Call your business
WhatsApp your business
Request a quotation
Book an appointment
Request a consultation
Download a brochure
Register for a service
Submit an enquiry

The ultimate goal of Google Ads lead generation is to get you quality leads that are interested in your business rather than just getting more traffic to your website.

Google Ads Lead Generation: How does it work?

Google Ads mainly works on a pay-per-click basis. You get charged every time a user clicks on your Google Ads. However, a lot of businesses use cost per lead or cost per acquisition (CPA) as their main bidding and budgeting strategy.

You can set target criteria for your Google Ads, such as:

Keywords
Demographic targeting
Device targeting
Location targeting
Other targeting options

You need to bid for certain keywords in Google Ads. These keywords are what your potential customers can type in Google to find a business like yours.

For example, if you are a website designing company, you can bid for the following keywords:

Website designing company in Delhi
Website development company
Ecommerce website development company
Website designing company
Hire website developer

Then, if a user searches for any of these keywords, your Google Ads can appear at the top or bottom of the organic search results. The user can then be redirected to your landing page to fill out a contact form.

Google Ads Lead Generation: Why is it powerful for lead generation?

Social media marketing can be a great way to market your business, but Google Ads can be more powerful when it comes to lead generation. The reason is that Google Ads works on an intent-based model.

The users searching on Google are already looking for something. They could be searching for an SEO company, a website designer, or another type of professional service.

On the other hand, social media ads tend to utilise demographic targeting and behavioural targeting, which are less powerful than intent-based targeting.

Examples of intent-based Google Ads

The following are examples of intent-based Google Ads:
User searches: best SEO company near me
Target customer: looking for an SEO company
User searches: “interior designer in Delhi”
Target customer: looking to contact a professional
User searches: website development company
Target customer: comparing different website development companies
Google Ads Lead Generation: Benefits

1. Reach high-intent customers

Google Ads are powerful in getting high-intent users. As discussed earlier, users searching on Google have intent. Therefore, using Google Ads for finding potential customers is an effective way of finding users who already have an interest in a particular service or product.

2. Get fast results

Search engine optimisation (SEO) is a long-term game, but Google Ads can get you traffic and customers much faster than SEO.

3. Complete control over the budget

With Google Ads, you can decide how much or how little you want to spend.

You can also make changes to the daily or monthly budget as and when you want.

4. Target users based on location

You can target users based on:

City
State
Region
Country
Or any other location

It is important to target users based on the locations that you serve. For example, a local website designing service should not target users from another country.

5. Measure performance

Google Ads comes with powerful analytics so that you can:

Track clicks and impressions
Track clicks per ad
Track cost per lead
Track cost per click
Track conversions
Track cost per conversion
Track impression share

This way, you can get valuable insights into how your Google Ads are performing.

Google Ads Lead Generation: Choosing the right keywords

Choosing the right keywords is one of the most important parts of a Google Ads campaign.

When choosing keywords for lead generation, you must focus on keywords with high buying intent or enquiry intent.

For example, a website development company can focus on the following keywords:

Website development company
Website development services
Web development company near me
Ecommerce website development company
Website designing company in Delhi

Hire website developer

The keywords above show that the user is likely to be looking for a website development company. However, keywords such as 'what is website development' and 'how to learn website development' will not show buying intent.

Google Ads Lead Generation: Understanding match types

Google Ads has several match types, including:

Exact match
Phrase match
Broad match

Exact match gives the most control, followed by phrase match and then broad match.

Phrase match can be very useful for Google Ads lead generation.

Broad match can help you get traffic, but it can also get you irrelevant traffic.

Phrase match and exact match are ideal for beginners who are on a tight budget.

Google Ads Lead Generation: Use negative keywords

Negative keywords allow you to prevent your Google Ads from appearing for certain search terms.

For example, a professional website development company may not want their ads to appear for searches such as:

Free course
Free jobs
Free tutorial
Salary
Free training
Download

Therefore, they can add the following negative keywords to their Google Ads campaigns:

Free
Course
Jobs
Internship
Tutorial
Salary
Training
Download

Google Ads Lead Generation: Write ad copy

Your ad copy must be compelling enough to encourage the user to visit your landing page and fill out the contact form.

Your ad copy must have the following elements:

Main keyword
Benefit or offer
Call to action
Unique selling point
Location (if applicable)

For example, a professional website development company can write the following ad copy:

Professional Website Development Services - Custom, responsive and SEO-friendly websites for growing businesses. Get a free consultation today.

Google Ads Lead Generation: Landing pages

Many businesses make the mistake of redirecting Google Ads traffic to their homepage. However, it is better to use a dedicated landing page for Google Ads so that you can get more conversions.

A landing page must have the following elements:

Headline
Short description
Benefits
Services or features
Trust signals
Testimonials
Contact form
Call button
WhatsApp button
Call to action

The landing page must be relevant to the Google Ads campaign. For example, if the Google Ads campaign is about Google Ads services, the landing page should be a Google Ads service page, not a homepage.

Google Ads Lead Generation: Keep lead forms simple

A complicated or lengthy lead form can turn away potential customers. Therefore, keep the form as simple as possible and only ask for the information that you need.

A lead form should ideally have the following:

Name
Phone number
Email
Service required
Message
Google Ads Lead Generation: Use call extensions and call Google Ads

Many users, especially local service users, prefer to call a business directly rather than filling out a form.

Google Ads allows you to put your phone number in your ads so that the user can call the business directly.

Call extensions are ideal for:

Local services
Healthcare services
Real estate
Repair services
Education
Legal services
Home services
B2B services

You must also ensure that your customer support team is available when the user calls the business.

Google Ads Lead Generation: Use location targeting

Avoid using location targeting for a large audience if you only serve local customers. For example, if you are a website designing service based in Delhi NCR, there is no point in targeting the entire country.

Google Ads Lead Generation: Set up conversion tracking

Conversion tracking allows you to track which Google Ads are generating enquiries, conversions and other important conversions.

Without conversion tracking, you may get lots of clicks on your Google Ads, but you will not know whether they are generating any value for you.

Important conversions to track include:

Form submissions
Phone calls
WhatsApp clicks
Quote requests
Booking confirmations
Thank you page views
Google Ads Lead Generation: Track cost per lead

Cost per lead is an important metric that every business should track when running Google Ads lead generation campaigns.

You can calculate the cost per lead by dividing the total cost by the total number of leads. For example, if you spent ₹20,000 on Google Ads and got 40 leads:

Cost per lead = ₹20,000/40 = ₹500

However, you should also look at the value per lead. A lead with a cost of ₹500 could be a great lead if they end up converting into a high-value customer. On the other hand, a lead with a cost of ₹200 could be a bad lead if they are not interested in your services.

Google Ads Lead Generation: Improve lead quality

Many businesses complain that Google Ads is not giving them quality leads. In many cases, the issue is with the targeting and campaign structure. Therefore, here are some ways to improve lead quality:

Use high-intent keywords
Use negative keywords
Use location targeting
Write good ad copy
Do not use misleading offers
Use dedicated landing pages
Use qualifying questions
Track which campaigns are generating real customers

Add pricing ranges or service requirements to the landing page (wherever applicable)

Google Ads Lead Generation: Use remarketing

Not every user who visits your website will become a customer immediately. Therefore, remarketing can help you get these users back to your website.

Google Ads Lead Generation: Optimise your Google Ads campaigns

Google Ads is not a set-and-forget tool. You must constantly optimise your campaigns to improve performance. Here are some of the key optimisation techniques to utilise:

Check search terms
Check performance of keywords
Check cost per click
Check conversion rate and cost per lead
Check performance by device
Check performance by location
Check performance of Google Ads
Pause unprofitable keywords and increase budget of profitable keywords
Google Ads Lead Generation: Common mistakes to avoid
Here are some of the common mistakes that businesses make when running Google Ads:
Targeting broad keywords
Not using negative keywords
Using poor landing pages
Not using conversion tracking
Using the same Google Ads copy for all keywords
Targeting too many locations
Ignoring mobile users
Using complicated lead capture forms
Not following up with leads quickly enough

Google Ads Lead Generation: How fast should you contact a lead?

Following up with a lead is one of the most important steps in the entire process. When a user fills out a contact form, they are likely to be contacting multiple businesses similar to yours as well.

Therefore, you must try and be the first one to follow up with them.

The best thing would be to have a lead follow-up system in place so that the leads are contacted as soon as possible. This could be a CRM with automatic WhatsApp notifications or a manual lead follow-up system.

Google Ads Lead Generation: Google Ads lead generation for small businesses

Small businesses can utilise Google Ads lead generation in various ways. Rather than targeting a huge number of keywords, small businesses should target a few high-intent keywords to get relevant traffic.

For example, a website agency could initially target the following keywords:

Website designing company
Website development company
Ecommerce website development
SEO company

Then, as the campaigns gain momentum, more keywords can be added.

Google Ads Lead Generation: Google Ads lead generation for B2B companies

B2B lead generation requires a slightly different approach as compared to consumer companies.

B2B companies should focus on the following:

High-intent keywords
Dedicated landing pages for B2B
Consultation forms
CRM tracking
Follow-up systems
Quality conversation rather than quantity
Google Ads Lead Generation with GrowthWeb Digital

GrowthWeb Digital helps businesses develop effective digital marketing strategies, including Google Ads lead generation. We have a professional approach towards building Google Ads campaigns so that you get relevant traffic, high-quality leads and excellent value for your money.

Our approach focuses on the following crucial components of a Google Ads campaign:

Keyword research
Ad copy
Landing page strategy
Conversion tracking
Optimisation

Based on your business requirements, we can develop a Google Ads strategy for local lead generation, B2B lead generation, service-based businesses, ecommerce businesses, website development companies, SEO companies, digital marketing agencies and more.

Final Thoughts

Google Ads Lead Generation can be an extremely effective way to get quality leads for your business. However, Google Ads lead generation requires a lot of strategic planning. A lot of businesses overlook small details and end up wasting their money on Google Ads.

Google Ads lead generation is not about getting traffic. It is about getting relevant traffic. It is about getting traffic that will eventually convert into enquiries, meetings or sales.

If you are looking to expand your visibility and get more quality inquiries and conversions, then get in touch with GrowthWeb Digital for expert Google Ads services to assist you in maximising your visibility and conversion rates. GrowthWeb Digital offers professional digital marketing, Google Ads, SEO, website designing and website development services for businesses looking to strengthen their online presence and generate more opportunities.

Google Ads Lead Generation