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Lead Form Best Practices to Maximize Your Conversions | Lead Generation 101 Part 3
24th October 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:16:11

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John reveals how he creates effective lead forms to maximize conversions. From using the right fields to asking for the right information, he shares all his lead form best practices so you can get more leads through your door!

If you haven’t watched the previous parts of Lead Generation 101 where John talks about the common mistakes advertisers make when running lead gen ads, and how applying broadomation (broad match + automation) can scale your campaigns, you can watch them here:

https://www.youtube.com/playlist?list...


PS: This guide series is from an internal Solutions 8 training. We’re sharing everything with you, our dear subscribers. Thank you for the overwhelming support you’ve given us! We value you and your growth with Google Ads. 🖤💚🤍


0:00 Intro | Lead Generation 101 Part 3

0:35 Lead Form Best Practices to Maximize Your Conversions

7:57 Work with the best Google Ads agency in the world

10:38 What effective lead gen forms can do for you and your business

16:14 Why you should use broad match keywords to scale your lead gen ads



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Transcripts

john:

So your form is used for two things.

john:

One, to give you enough information back to make autonomous

john:

decisions without the client.

john:

To push away a person who should not be our client, or sorry, our client's

john:

client was the search term for us.

john:

I have no idea.

john:

I kind of don't really care.

john:

You could have one impression of one click turn into a good

john:

lead, and then one impression, one click turn into a bad lead.

john:

What does that tell you?

john:

Nothing.

john:

You can't do anything.

john:

It's a one time off, and that's 90% of where this happens.

john:

So you let your forum do the work.

john:

Uh, Let's see.

john:

What are some lead form best practices?

john:

Good.

john:

Like, cool.

john:

Yes, let's do it.

john:

All right.

john:

Hop back in here.

john:

So this is gonna give anybody that actually owns a business

john:

heart palpitations by asking 'em to do it this way.

john:

we purposely kept adding to this to the point where I actually doubt

john:

didn't really even make sense anymore.

john:

Our form is fairly large.

john:

It's very large.

john:

can't even fill out the form if they don't know the width, height, and length that

john:

they're building that they want to build.

john:

Like that's , pretty crazy.

john:

It's like, Hey, I'm looking for a new car.

john:

What color?

john:

Doesn't matter what color.

john:

Oh, sorry.

john:

Can't buy a new car.

john:

. Like, that's what we're doing.

john:

Like, we're asking what is the color of the car you wanna buy?

john:

I think I like red.

john:

Oh, we don't have Red Buy . Like we're getting that bottom

john:

of the funnel right now.

john:

And then even, how did you hear about us?

john:

Like we're making sure this is actually where these people are coming from.

john:

That's why I was Okay.

john:

Capturing breaks.

john:

It's like I did an internet search.

john:

Like it's pretty cool.

john:

Another one that I'm gonna share with you all this one.

john:

The other company that we're running lead generation it's, it's B five.

john:

Do I have B five?

john:

Ah, lemme just grab it real quick.

john:

Sorry, everyone gimme one moment please.

john:

Hold.

john:

Hey John, while you're searching for it maybe you can talk about the solutions

john:

aid form also because we have one.

john:

So when somebody wants to become a client or request, some information

john:

they have to fill out a form.

john:

And one of the questions in there is also where do you hear.

john:

Right.

john:

, that's a really, really good, example.

john:

We'll go to the ramp to this one too, and we don't have to block it out.

john:

Hey, look at that . Perfect.

john:

Look at you.

john:

I'm not a content creator so I don't, I forget these things.

john:

So thank you for that.

john:

Let me just get the, here we go.

john:

So this is our main phone number we use for the generation

john:

in this comp company here.

john:

There's 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 11.

john:

Areas too complete.

john:

And the reason why this is important is because anybody know what this is?

john:

Select the SLAs you currently utilize.

john:

24 by seven by four, eight by five, by n b.

john:

I guess no big deal.

john:

Maybe I don't know what that means, . I don't know what it means either.

john:

Perfect.

john:

I don't know, like that's, pretty much what I'd type in, but

john:

it's nice that this stops spam.

john:

When we ran Pax for them, we didn't get spammed on this form.

john:

We got spammed everywhere else.

john:

This form didn't, didn't get spammed.

john:

Now we like email search better because we just have two and a half

john:

years , of consistency there and wasn't really worth testing Pax larger.

john:

But one example of a lead that we generated with this

john:

form is the United States.

john:

The United States Army was actually fill out this form and they were the

john:

what's nice about this is after you go through this section, there's also

john:

like three other sections that you have to go through and some examples

john:

of the leads that were coming in.

john:

What's nice about this is the more you can make it not necessarily hard, we don't

john:

wanna make it difficult, we wanna make.

john:

Difficult for the people who shouldn't be building out the form.

john:

So you don't have to have 27,000 fields and be like, Well

john:

dang, like this didn't work.

john:

What we want to have is enough , to push away.

john:

Sorry.

john:

That's a deal.

john:

Or PPC deal.

john:

This field here, I don't know if we can do this everywhere, but this field,

john:

if it's at a Gmail account, we'll ask them for a different email address.

john:

You cannot fill out this form in a Gmail account.

john:

It's kind of cool.

john:

So unless you have a business account, you can't fill out our form.

john:

That's okay.

john:

So we know his name's Bart matches up to the email.

john:

What's Bart Bart's job title?

john:

He's the environmental solutions manager.

john:

Excellent.

john:

And we have his last name that's not in order.

john:

And then what's the message required?

john:

Like this is message, I have two x-rated machines in Austin.

john:

Can you help recycle, dispose of these things?

john:

This company, Right.

john:

That I'm marketing for instead of, instead of this client, it does a uh, imaging

john:

repair and medical equipment service.

john:

So that's kind of the keywords we're going after.

john:

So let's see what they searched.

john:

Fixed medical equipment.

john:

Perfect.

john:

So probably a wrong type of lead, but I can see exactly right off the bat.

john:

Hmm.

john:

This person wasn't good.

john:

This is not the right type of lead that we're generating.

john:

I don't even need to talk to the client, but I know that

john:

this is in lead lead stage.

john:

They haven't started working with him yet because this, this lady probably just

john:

came in when this just come in yesterday.

john:

So this one probably will be moved to, a disapproval.

john:

But all of this stuff has to be up to speed.

john:

And if it's not, I almost don't necessarily want to even work with the

john:

client because I right here it's, Imagine all of the stuff you could do with this.

john:

I know that the, I can call the client right now and be like, Hey, Quest Resource

john:

Management, probably bad lead, right?

john:

Yep.

john:

What PPC agency would.

john:

Usually PBC agencies is like, Well, if you look at the cpa, it's low.

john:

And the client's like, Yeah, but these leads are junk.

john:

Cool.

john:

Like that's never a, never a good solution.

john:

So your form is used for two things.

john:

One, to give you enough information back to make autonomous

john:

decisions without the client.

john:

Two, to push away a person who should not be our client's client, . I was

john:

gonna go through this outside of Pax.

john:

Again, this is not talking about Pax.

john:

Pax is a whole other situation that we won't discuss today.

john:

Let's talk about, video and, and search and that kind of stuff.

john:

Let's, let's talk about non spammy channels here for a moment.

john:

When you have a real person with some intent filling out these forms,

john:

you wanna put various entry that are not impossible for them to get.

john:

Appropriate for them to get through, but appropriate for us to see

john:

autonomously if it's a good lead or not.

john:

And enough for us to make decisions, but also have our clients make decisions.

john:

This is not a glitch.

john:

I'm interrupting because I need to remind you that I'm always looking

john:

for people to join our team.

john:

So if you're passionate about Google Ads and you wanna work with the best

john:

Google Ads Agency on the planet, please go to so late.com/apply.

john:

Speaking of working with the best Google Ads Agency on the planet, if you're

john:

having trouble with Google Ads and you want professional, That's what we do.

john:

You can go to so late.com, that's s o l eight.com to apply for your

john:

free, no obligation action plan.

john:

And if I've given you any level of value at all, maybe think about giving me a

john:

thumbs up and subscribe to your channel.

john:

That's how we juice the YouTube algorithm so they actually know

john:

that I know what I'm talking about.

john:

If you have questions, comments, concerns, or confessions,

john:

hit me below in the comments.

john:

And now back to your regularly scheduled.

john:

So it looked like it went through, It wasn't a, it was a bad lead.

john:

It was actually quoted and then lost.

john:

So this is 12 days old.

john:

We cover 11 countries in the western slope of Colorado, and I'm needing

john:

a company to do a full inventory maintenance and calibration.

john:

Awesome.

john:

Perfect.

john:

Exactly what I want.

john:

Chief Operating Officer Access Health System.

john:

Yes.

john:

We'd love preventative maintenance and we do perfectly, Now they've

john:

lost the deal because they got out bid, but I love these.

john:

Now, where did this person come from?

john:

Fixed medical equipment.

john:

Same keyword, same keyword that brought me the junk.

john:

Same keyword that brings me the good was the search term for us.

john:

I have no idea.

john:

I kind of don't really care.

john:

A lot of times these are so inaccurate or not inaccurate, but so wide variety.

john:

You could have one impression of one click turn into a good

john:

lead and then one impression of one click turn into a bad lead.

john:

What does that tell you?

john:

Nothing.

john:

You can't do anything.

john:

It's a one time off and that's 90% of where this happens.

john:

So you're let your form do the work.

john:

Your form is going to be what is going to be your saving grace.

john:

It is going to give you also a very defensible position to the client.

john:

I can go to the client and say, Hey, you guys really screwed up Tina.

john:

How ? And they're like, Yeah, yeah, we did.

john:

Like we overshot it, blah, blah, blah, blah.

john:

I already know it's a good deal.

john:

I already know exactly what the person was looking for.

john:

I already know I did my job.

john:

And now I just get to poke the sales team and be like, Hey, Where

john:

did this fall off the crack?

john:

What Now, collectively at Solutions eight, what did we just do?

john:

We took the pressure and onus off of us.

john:

We put it on the client.

john:

The client's like, I'm sorry, John, you're delivering awesome leads

john:

and we're just messing this up.

john:

The client will sometimes even apologize to me for doing all the hard

john:

work of them dropping the ball so the people that pay us apologize to us.

john:

That's what your form can do.

john:

Now, imagine if it was this , Tina came over and Tina has Access Health System.

john:

Okay?

john:

What does that tell us?

john:

Nothing.

john:

I have no idea what's going on with that lead client can be like, , Tina was

john:

trying to sell us uh, an MRI machine.

john:

Can you give me a better quality lead, please?

john:

So it protects you, it offers you that level of autonomy.

john:

So your form, again, just to recap, it's enough for it to push away people

john:

that should not be filling out the form.

john:

It's enough to give you an indication that you're having some level of success and

john:

You'll want to make your changes based off of that after they go through sales cycle.

john:

But three, it also gives the onus off of you and then to your clients now

john:

that you get to then question them.

john:

I see I delivered you a good lead.

john:

What did you do?

john:

And now you're able to, we were able to have a better

john:

conversation for collaborative.

john:

Now don't, don't go in there and be like, Ha ha, like in Pokemon problem,

john:

and be like, Look what I'm doing.

john:

And, , , you're all terrible, but it's a good way for you to work collaboratively.

john:

You say, Okay, step one, deliver us quality leads.

john:

That's.

john:

Step two.

john:

Now what?

john:

And you don't even have to go into that area, but it just leaves you

john:

that opportunity to come up and brainstorm ideas with a client.

john:

That's how important your form is.

john:

Any questions so far?

john:

No.

john:

But we do have a comment from Sock Talk and he says that S la

john:

stands for service level agreement.

john:

The turnaround time agreed upon initially, so there you go.

john:

Thank you.

john:

Hey, . Good job.

john:

Yeah, there this client was looking for people that, and this is how hard this is.

john:

People that have a large amount of Cisco hardware that

john:

is now coming to end of life.

john:

Means that they are no longer , the Cisco company's no longer going to

john:

be servicing these products anymore, and they are left on their own.

john:

And sometimes these rooms are millions and millions of dollars.

john:

And Cisco's just like, well, can't send a repair tech out that's now antiquated.

john:

And they're like, Well, I'm not just gonna go blow $5 million.

john:

Like, what do I do?

john:

This company says, Hey, we'll, we'll take up from there, like, where they stop.

john:

We'll provide parts, service and, and, and warranties for your, It's like an,

john:

it's a, it's an extended warranty only for a room rather than like your Ford.

john:

So, yeah, inbound search has been difficult.

john:

So what keywords do those people search?

john:

. That was, that was a hard one.

john:

Any prerequisites for go to go for this strategy, like conversion history?

john:

I just make sure I understand that question.

john:

Sorry.

john:

Any prerequisites to go for this strategy?

john:

Like conversion history?

john:

What do you mean?

john:

Yeah.

john:

I think medi is asking if there are any prerequisites.

john:

So, Strategy works.

john:

For example, conversion history or something else.

john:

Oh, oh.

john:

No.

john:

What's interesting is this strategy works the best when you can

john:

whittle down your list of keywords.

john:

That's really where, where this works well.

john:

Now, conversion history, yes.

john:

However, this is a very dangerous game to play, and if you have a client

john:

that has been running Google Ads for some time, let's say a year, but

john:

there has not been an investigation into lead quality or sales process.

john:

That will actually put you at a disadvantage if you try to make

john:

changes to the existing campaign.

john:

It's actually better to do two things.

john:

One, build a new campaign and two, use a different conversion action.

john:

Preferably at new ones, you're resetting the history of that account.

john:

When you, when you come into an account where search terms look a little haywire,

john:

but the CPA's good and everything's looking okay, usually that means

john:

that there's something wrong with the client's not happy and they're hiring us.

john:

So what this has to say is someone was running a campaign, they were getting

john:

leads, they were getting good leads.

john:

Instead of Google Good Leaves, good cpa.

john:

And the client said, Well, these aren't closing bad strategies to take that

john:

and try to like, turn that around.

john:

Broad is gonna be a self-learning algorithm, so you're going to

john:

essentially just try to , paint the, the ship that's sinking a different

john:

color, like it's still sinking.

john:

You're not gonna fix that, but you have to do is kind of restart, but

john:

you wanna restart with the mindset.

john:

, I'm only gonna make changes when I see good or bad actual leads

john:

being generated that have sale data tied to it, and you can only

john:

really get that , from the client.

john:

When I was on that conversation with that other company that says, The

john:

buildings, after I crank this thing up, I still don't see conversions.

john:

But he is like, Yeah, he's like, Everyone knows the change.

john:

We're like, What did you guys do last, 10 days?

john:

This is, this is awesome.

john:

Leave flow increased by 30%.

john:

I'm like, cool.

john:

I, I already, I now know that it, it is working well.

john:

Doesn't even need to see conversions.

john:

That's how scary this is.

john:

But it works.

john:

It works well and even maximize clicks using Broad is working well.

john:

But again, I did track conversions for a year prior to this.

john:

I was tracking conversions in that, that campaign.

john:

That's actually a point that I did miss, so I apologize.

john:

Where was that campaign?

john:

Sorry, I said the name restart.

john:

That this company here we're, I'm not gonna, I'm gonna blur

john:

it when you look at all time.

john:

The same campaign here.

john:

Not the same actually.

john:

It was a different campaign or was it the same campaign?

john:

Yeah, no, I was, I was tracking conversions and I was tracking

john:

conversions in a different campaign that was clone from this one.

john:

So this is actually still the same, same campaign.

john:

I was tracking conversions.

john:

It was just before the website rebuild this last year.

john:

So it stopped in September of 2020.

john:

So I already knew that these worked.

john:

I just double down on it.

john:

But I still have eight negative keywords since 2019.

john:

, that part's true.

john:

Eight keywords since 2019.

john:

That is that's against everyone's best practice, but I still made

john:

a 4,000 roi, so I wouldn't anker dropped the chat screenshot.

john:

I don't know if you wanna open it, John is, he says that it's a great

john:

example of why should we use broad.

john:

Icar.

john:

What do you mean by this one?

john:

I see the screenshot here.

john:

Yeah.

john:

So with, with broad match, you will also target keywords that you haven't planned

john:

for, like there in that screenshot.

john:

Okay.

john:

I can't see.

john:

Okay, I gotta go.

john:

So here, right.

john:

So dog allergy relief, like if you are using freeze or exact, you will.

john:

Show an add to a person who is searching for, My dog has bumps all over his body.

john:

Itchy, right.

john:

. I love that one.

john:

Yeah, So you're saying that pure, broad goes really top of funnel.

john:

Yep.

john:

And it, it captures kind of all areas in the funnel, which makes a lot of sense.

john:

That's a great example.

john:

It goes after questions, even goes after competitor search terms.

john:

Like I could see that broad match will sometimes pop open for, for competitor

john:

terms, but if that, if Google thinks that that person is going to convert.

john:

So it's like, should we run a, a, should we run a competitive campaign?

john:

Oh no, I got that.

john:

Should we run top middle of the funnel?

john:

Got that too.

john:

Should we do a keyword sculpting?

john:

No, that's not possible.

john:

Like it takes all of the standard Standard optimization's out.

john:

But what's funny is the reason why this fails and people still hate it,

john:

is a, because they try to apply sag to peer broad, which doesn't work.

john:

They try to negative keyword themselves into, performance, which doesn't work.

john:

So all of like the, the value that a, that an agency may

john:

place on themselves as to why.

john:

They consider themselves good.

john:

It's taken away from broad.

john:

It clashes with their ego, and they're not willing to learn and leverage

john:

their, their, they're, they fight and then they, then they, they disparage.

john:

They say, Oh, yeah, well, if you wanna just use broad and not make any

john:

optimization, like, guess you do that.

john:

It's like, all right, well what if it works better . So

john:

yeah, it, it's exactly right.

john:

The broad match will match to the brand.

john:

It, it wasn't in this campaign, It was in a different campaign

john:

or a different account.

john:

And I'll, share that with you all here.

john:

But the broad match will sometimes give a false positive, and if the

john:

client finds it, it's game over for us.

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