Communicating and asking questions to lead generation clients about their lead quality is one of the most important things you can do. This can ensure your campaigns are on the right track to generate the best possible leads. So what conversations should you initiate as a Google Ads manager?

Our Client Manager Daniella Fisher and Client Management Team Lead Andrew Terpstra discuss what questions to ask and how to get ingrained in your client's CRMs so you can effectively manage lead quality and campaign performance for lead generation clients. Listen to this episode now.

Connect with Daniella Fisher on LinkedIn:  

 / daniella-fisher-aabb48130  

Connect with Andrew Terpstra on LinkedIn:  

 / andrewterpstra86  

Related videos:

✅ To-Dos on Your First Call With a New Client:   

 • ✅ To-Dos on Your First Call With a Ne...  

📧 Mastering Email Responses: Pro Tips for Dealing with Upset Clients:   

 • 📧 Mastering Email Responses: Pro Tips...  

🔍 PPC Talks: What to Check Before Onboarding a Client:   

 • 🔍 PPC Talks: What to Check Before Onb...  

🤝 What We've Learned About Effective Client Management:   

 • 🤝 What We've Learned About Effective ...  

🚀 Client Management Tips From The Pros: What To Do When Clients Go Rogue:   

 • 🚀 Client Management Tips From The Pro...  

0:00 The Most Important Conversations To Have With Lead Gen Clients

4:22 Situations where quantity is prioritized over quality

9:31 Talking about specific goals and standards

15:29 Don’t be afraid to ask questions

17:10 Access to CRMs

Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

💣 The Ultimate Guide to Google Ads for 2023:   

 • The Ultimate Guide to Google Ads for ...  

🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads

on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN

This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/

💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!

Visit https://www.starterppc.com for more information. 🚀

We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!

Visit: https://sol8.com/free-stuff/

💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/

👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

--------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:   

 / @solutionseight  

--------------------------------------------------

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery

--------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

Connect with Kasim here: https://smartlink.metricool.com/publi...

⬇️️ You can find us here ⬇️️:

Website: https://sol8.com/

Twitter:  

 / solutions_8  

Instagram:  

 / solutions_8  

Facebook:  

 / solutions8llc  

LinkedIn:  

 / solutions-8  

#googleads #digitalmarketing #googleadsbestpractices #ppc

So today we have a very fun topic that we're covering.

2

sure do.

3

Today, Daniela, we are

talking about the importance.

4

Of lead quality conversations

and measuring your cost per lead

5

versus cost per qualified lead.

6

Because I think a lot of Legion

people and a lot of Legion clients,

7

even, I think, don't take a lot

of time having conversations

8

about your overall lead quality.

9

And it's way easier to just look in

your Google ads account and just be

10

like, oh, I got these leads and these

are how much they cost based on how

11

much I spent over this period of time.

12

And that's how much my leads cost.

13

But in reality, there's going to

be depending on the market and

14

depending on the business, there's

going to be situations where

15

percentage of those leads aren't.

16

As qualified as the other ones are, in

those situations, it can be a lot more

17

beneficial to make sure that you're only

measuring, leads that are coming in that.

18

Either, for sure got sold by the client

and there was actual revenue made because

19

then it gives you a much more accurate

kind of picture of, how much your kind

20

of cost per acquisition is essentially.

21

when you have a new account, you just

want to set a line expectations with your

22

clients to right away from the beginning.

23

So make sure that they understand, Oh,

we can definitely, pump out as many

24

leads as possible given our budget.

25

But then how helpful is that if they're

not necessarily like qualified leads

26

that will result in a conversion or

actually, they might convert, but then.

27

It won't result in actual, revenue,

whatever they're basing that off of.

28

So it's important to have those to

begin with, just to get everyone on the

29

same page because And there, there are

variations to this, but most of the time,

30

it's like, if you have theoretically

take an account that's in the medical

31

field, if you have a medical client and,

you can bring them all these leads all

32

day long, but then how good is it if,

some of the leads are just not actually

33

going to result in people coming in

for a service procedure, you have it.

34

So it's important then sometimes

to tell them, Hey, It's potential

35

that numbers might be low from like

a conversion standpoint compared

36

to what they might've expected.

37

But then most of those are resulting

in actual, like attributable

38

revenue or, the services that

they, actually went in to receive.

39

yeah, and I completely agree.

40

I think the earlier you're able to

have these kinds of conversations with

41

your client, the better it is long

term because you don't want to be.

42

In a situation where down the road,

you've been generating all these

43

leads and then all of a sudden the

client comes back and they're just

44

like, all these leads have been crap.

45

We're like, I'm paying for this.

46

And you're like, okay.

47

Backtrack.

48

So it's good to start out strong, and

that's why I think it's really important

49

to get in the habit of getting yourself

out of the ads account and into the

50

client CRM and not just looking at, okay,

I got, these are the leads that I got.

51

So I got you leads, Mr.

52

Or Mrs.

53

Client.

54

This is how much they cost.

55

And then 3 months later, the client's

all these leads have been terrible

56

and they haven't generated any sales.

57

And then you're sitting

there in the ads account.

58

we have leads like there's leads.

59

Exactly.

60

That can lead to like frustrations,

just bad vibes, things like that,

61

which is just, you want to avoid

that as, as much as possible.

62

So just good to keep things nice and good

from the get go, but there are situations

63

though, I think you had mentioned that

sometimes, it is obviously always want

64

to have qualified leads that is ideal,

but then there are other times that there

65

might be exceptions to where, You do want

to have like quantity ish over quality.

66

So maybe we dive into that a little bit.

67

there are certain kinds of situations,

like you said, where, if a client

68

has a really dialed in sales

team, you can get away with more.

69

Kind of volume based lead generation

stuff, and you can really depend on

70

that client sales team to be able to

either pivot a lead into a service.

71

That's.

72

Still relevant to what they were looking

for, but might not necessarily be why

73

they were brought in the first place.

74

and so in, in those situations, you

can absolutely get away with kind of

75

being more volume based for leads and

the lead quality doesn't matter as much.

76

it still is always going to matter

because you still want your leads

77

to be as relevant to service or

the business as you can get them.

78

But.

79

At the end of the day, like you only have

so much control over what kind of things

80

people are interested in and how they're

going about searching for those things.

81

in those situations where, you can rely

on the client's sales team, you can get

82

away with a more volume based strategy,

but you still need to know and have

83

those conversations with the client.

84

about their sales team and what

the sales team is capable of doing.

85

And it just, it takes a lot of kind of

extra conversations and in terms of trying

86

to ask the client, in these situations,

do you feel like your sales team is

87

able to pivot and sell something else?

88

if these leads are coming in for

this service, are they able to

89

still be sold potentially on another

service and those kind of questions.

90

Kind of can start getting raised

after you see, for example, leads

91

are coming in for, certain keywords.

92

And maybe you're using like, kind of

phrase match stuff and they're coming

93

in for search terms that are a little

bit different than what your kind of

94

base keyword is, but they still feel

somewhat relevant if you're seeing, a

95

majority type of conversions coming

in, or leads coming in, then you can use

96

that kind of as a prompt to be like, hey,

I've been seeing a lot of these leads

97

coming in for these kind of search terms.

98

I know they're somewhat relevant to

this keyword in this service that you

99

have, but I'm just curious kind of how

they've been looking on your end from.

100

your sales teams perspective, are these

people that they're able to still sell?

101

Or, do we need to make some

adjustments for these particular

102

kind of keywords and stuff like that?

103

So it's all about, having seeing

things in the account and.

104

Asking intelligent questions to the

client about what they're seeing on

105

their end and how we can collaborate

with them to make sure that what we're

106

bringing them is as relevant as it can be.

107

Plus it also opens up, the

conversation with your clients just

108

about their sales team process.

109

Sometimes we can offer, insights

or any type of assistant there.

110

So I think it's really good to open up

that conversation if you're able to.

111

just first start off like, Hey, how are

y'all feeling about, like you said, these

112

types of leads, are they able to convert?

113

But then also they can might maybe give

you insight and this is how we follow up

114

with, these leads that come in and then,

there might be some places there that we

115

can always throw in some advice and things

that we've seen in previous accounts.

116

So we worked with that.

117

Oh, you might want to try this,

that we've seen that works better

118

historically and other things.

119

So it's always good to have those

conversations because it opens up

120

potential other tangents and just.

121

for just overall bettering things for that

account, which is always the goal, not

122

even just specifically with Google ads,

even though that's what we want to do,

123

we also want to help them in any other

capacity because we love our clients.

124

And let me, I'm going to find.

125

And I count here really fast, because

this just made me think of another

126

kind of situation that I've run into 1

1 of my own clients we were running a

127

campaign for a client that was based on,

They had a calculator on their landing

128

page and we essentially had the client

had very specific, amounts that were

129

being generated from that calculator.

130

That would essentially tell them,

okay, this person is somebody that we'd

131

definitely be able to work with and

anyone that was below those amounts.

132

They wouldn't necessarily be somebody

that they would want to try and

133

invest a whole lot of time into.

134

they essentially needed, a specific

amount of taxable income for the

135

client to be worth them talking to.

136

though we were tracking every form

submission, or every calculator

137

submission lead, we pivoted to.

138

Kind of work with the client

collaborating on what exactly those

139

taxable dollar amount thresholds were.

140

once we figured out what those were,

we had the client help us start

141

building out A list that would populate

in HubSpot for only those leads

142

that were meeting those criteria.

143

And then only those leads were the ones

that were being pushed back into Google.

144

So we were trying to make sure that the

only leads that we were measuring from

145

Google to get a better idea of how much

they would cost for people that fit that

146

exact criteria, would cost per lead.

147

And so we had to do a little bit of

I guess custom kind of conversion

148

stuff where we're only pushing

certain qualified leads into Google

149

ads and not counting, all the ones

that we were getting just from the

150

regular form submission from this.

151

I think a big difference from the

sense of just optimizing and knowing,

152

having that separation is really

helpful if people are able to do that

153

with their CRM ideally, and then pump

the right things back into Google.

154

Um, ideal.

155

Always, in most situations, if you

have the capability of doing that

156

and just putting conversions back in

manually like that, or even having

157

them get it, if you're able to get

HubSpot connected into Google ads,

158

that's obviously best case scenario.

159

But trying to get the best idea

of how much you're paying for.

160

legitimately qualified lead just gives

you the most accurate information

161

about how much you're spending and

whether or not it's a viable thing

162

at the end of the day for the client.

163

by doing that, you really do set yourself

apart and it makes it pretty obvious to

164

the client that's something that you're

considering rather than just looking at

165

the very surface level stuff, like in

the Google ads dashboards, things like

166

that really just make a huge difference.

167

And it shows to the client that you

really value them and you value their

168

business and want to make things really

successful for them and just give them

169

essentially the best bang for their buck.

170

But I think that is something

that, it doesn't go unnoticed.

171

I've never, I've always felt that clients

really pick up on that and they really

172

appreciate it having those conversations

and just doing things like that.

173

absolutely.

174

it makes all the difference in the world.

175

not only for the client,

but for your campaigns too.

176

it's really important to make sure that.

177

the results that you're generating

are exactly where they need to be.

178

And if you're not, if you're not having

those conversations with your client

179

about how lead quality looks and just

asking those nuanced questions about,

180

Is this lead from this keyword or search

term relevant to the exact service

181

that you expect them to come in for?

182

those are invaluable to have make

it so that you're able to optimize

183

your campaigns as best as you can.

184

By not doing it, you're doing

yourself a disservice and you're

185

doing your client a disservice.

186

So moral of the story is.

187

Have these conversations, please.

188

of the story is, just

talk to your clients.

189

have conversations with them.

190

And honestly, don't be afraid to

ask questions like about their sales

191

team, about their followup process.

192

And you can always frame stuff in a way

that's I'm curious how your sales team

193

goes about this or what kind of followup.

194

Options.

195

Do you have in place

just from email flows?

196

Because those can always make a big

difference in how, leads are able to

197

get to be nurtured because I've had

clients in the past that like have

198

sales cycles that are months long.

199

you don't know where that lead

is in their sales cycle until you

200

start talking to them about it.

201

And it's you need to can have those

continual conversations, especially

202

with clients that have those long

sales cycles and just keep prodding

203

them and just being like, this is

the lead that I know we talked about.

204

A month ago, and it looked really good.

205

Just wanted to see how things are going.

206

And if there's specific reasons why that.

207

Lead fill through from the sales cycle,

maybe those are things that you can

208

use to help inform how you want to

redo your forms, even on the website.

209

Maybe you add some different

fields, some new qualifiers.

210

To make sure that those

specific scenarios don't.

211

Happen repeatedly, and you're

able to make sure that Your funnel

212

doesn't have any holes in it.

213

And also a good conversation to have

with, I feel like your clients is, if

214

they're willing to give you access to

their CRMs and where they keep track of

215

everything that is ideal because then,

you're still having the conversations, but

216

then you can also directly access things

and keep an eye on it and you're away.

217

So you might not be waiting on

them since they have a ton of other

218

stuff going on a lot of times.

219

So if you can get CRM access.

220

That is also phenomenal.

221

So I always try CRM access is almost

necessary in a lot of these situations

222

because otherwise you're just stuck kind

of having back and forth it takes up a lot

223

of time and no one enjoys back and forth.

224

No, and I think lot of the time for

clients, like your point of contact

225

whomever you're talking to, you doesn't

have all the time in the world to look

226

at these leads and look at their forms of

missions and see where everything's at.

227

And, we're looking at

all that stuff anyway.

228

we might as well be the ones that are

in there helping them and trying to

229

steer them as best as we can, at least.

230

But it's always just a

collaborative process.

231

having more intelligent

conversations and figuring out

232

what the best questions are to ask.

233

Based on what you're seeing

in the ads account, it's an

234

invaluable skill that will get you.

235

A long way, especially with these

lead gen type of clients where lead

236

quality is super, super important.

237

110%.

238

at the end of the day, it's something

that potentially most likely will make

239

everyone's lives a little bit easier.

240

so it's good to just do these things.

241

Cause you know, life is hard enough.

242

So why not make it a little bit

more simplified if possible?

243

thanks for chatting with me, Daniella.

244

think this was a good

little, topic for us.

245

I know my brain feels larger already.

246

I know mine does too.

247

Great.

248

thanks again for talking to

me and I'll see you later.

249

Okey dokey.

250

Archokey.

251

Bye.