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Google Ads- Lead Generation 101 Why Your Lead Gen Ads Are Failing and How to Fix Them
20th October 2022 • The Google Ads Podcast • Solutions 8
00:00:00 00:10:46

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Struggling to scale your lead generation? You're not alone. Most businesses face the same challenge when it comes to lead gen. That's why John is here to share his best practices so you can break through and start generating more leads than ever before.

In this series, Lead Generation 101, John reveals the important concepts, and tried and tested strategies for effective lead generation campaigns in Google Ads. This way, you can easily improve your lead gen campaigns and see better results from your investment.

In the first part of this series, John shares why scalability is difficult in lead generation, the common mistakes advertisers and agencies make when running lead gen, and what you should do instead.

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 1

0:37 Why your Lead Generation Ads are failing

3:25 What you need to have for successful lead generation ads

6:40 Do you want to work with the best Google Ads agency on the planet?

8:17 The importance of analyzing your sales cycle



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Transcripts

Mark:

I have a lot of lead generation clients as my clients.

Mark:

They spend anywhere between, 5,000 and a hundred thousand dollars.

Mark:

And those lead generation clients, we have weekly sales talks.

Mark:

Our, our calls are not about Google ads.

Mark:

Lead gen ads for long story short is much more difficult because you have to go

Mark:

past the point of the actual conversion before it can become successful.

Mark:

Initial optimizations on lead generation campaign are useless.

Mark:

They are, they're absolutely useless.

Mark:

And scalability is that lead generation is very difficult.

Mark:

Today we are going to be talking about lead gen ads 1 0 1.

Mark:

We have a bunch of topics in here that Caden help us put together, and then John

Mark:

will be beautifully explaining to us.

Mark:

So John, would you like to start just in general with lead gen ads or would

Mark:

you like to start with broad automation?

Mark:

Just dive into.

Mark:

Yeah, I'll just, well, I'll start with like a little bit of an explanation.

Mark:

So we have two primary types of customers, eCommerce and lead generation.

Mark:

eCommerce is gonna be obviously, , trying to sell products online for

Mark:

a conversion value lead generation is the sort of the exact opposite.

Mark:

Trying to generate interested party without having them

Mark:

give us their credit card.

Mark:

So, E eco's easy.

Mark:

E eCom, there's no such thing as spam.

Mark:

There's no such equality.

Mark:

It's Do they buyer, do they not buy?

Mark:

I mean, I'd love to get spammed sales.

Mark:

That, that would be amazing.

Mark:

That just doesn't happen.

Mark:

So we usually get spam form fills though.

Mark:

So spam form fills are, are something that we've, they've been finding different

Mark:

ways to, to alleviate that issue.

Mark:

And we have I'll be to share some examples about.

Mark:

But legion adds, for long story short is much more difficult because you have to

Mark:

go past the point of the actual conversion before it can become successful.

Mark:

Where in e-commerce you don't, Did they buy, Did they not buy?

Mark:

Did you spend less money than they spent with you?

Mark:

So that's simple on e-commerce lead generation is did we generate a lead?

Mark:

Did we generate the right type of lead?

Mark:

Is that lead going to close?

Mark:

Has it gone to close?

Mark:

Was it lost?

Mark:

Why was it lost?

Mark:

And where did they come from and how do we get more or less?

Mark:

And how did they contact us?

Mark:

E-commerce, you primarily 99% of the time your sales are gonna come from

Mark:

person, enter under credit card and pressing checkout while you're sleeping.

Mark:

Lead generation, you have to be.

Mark:

Awake and during business hours, receptive, available and to have a good,

Mark:

you know, , salesperson or sales team uh, doing inbound primarily, that's

Mark:

usually what's gonna be the best bet.

Mark:

Phone calls and chats are now more important.

Mark:

For lead generation than e-commerce, because that's where those

Mark:

leads are going to be generated.

Mark:

So for lead gen, you have to actually be a much more savvy marketer, and

Mark:

people think that e-commerce is harder.

Mark:

It's really not.

Mark:

Lead generation is harder when you do the right work.

Mark:

What I mean by that is you can't drop a lead up at the door and say, Good luck.

Mark:

You'll win the battle, but you'll lose the war because after about three months of

Mark:

that, they say, Well, no one has bought from any of the leads that you generated.

Mark:

This isn't working out.

Mark:

I can't afford a services goodbye.

Mark:

So that's where a lot of companies.

Mark:

Fail, but a lot of companies also plant their flag.

Mark:

They'll die on that hill and they end up do dying, but they'll die on that hill

Mark:

because they say, Well, , I did my job.

Mark:

And that's not, the right way to perform Lead generation.

Mark:

Lead generation works best if you have a CRM tool.

Mark:

You have a quality sales team.

Mark:

If you have a receptive.

Mark:

Type of client that is willing and able to, to work through the

Mark:

type of leads you have to have.

Mark:

Also, sophisticated client, A client that will keep up with notes and

Mark:

feedback will also know how to take a competitive call and turn

Mark:

that into a client for themselves.

Mark:

When you're run competitor ads for lead generation, for example,

Mark:

you get the person that says, Hi, I'd like to talk to ABC company.

Mark:

They're like, Oh no, we're xyz.

Mark:

Do you want the phone number to abc?

Mark:

Like that's actually happen.

Mark:

They've actually gotten the contact information of the people that the person

Mark:

was trying to contact because we're running competitive campaigns and they

Mark:

just mistook them as their competitor.

Mark:

So there's a lot of things that need to kind of come to a perfect storm for this

Mark:

to be absolutely successful and even harder Scalable scalability is not, lead

Mark:

generation is very difficult because those leads are gonna go to human resource.

Mark:

That is gonna have a natural capacity for failure at a certain threshold.

Mark:

eCommerce doesn't, You get a billion sales tomorrow, Yeah.

Mark:

You'll run out of inventory.

Mark:

But that, billion sales will happen.

Mark:

It won't happen like that lead generation.

Mark:

So our jobs as, more than just a Google Ads agency.

Mark:

And I think this is what separates us, our jobs as, solutions eight,

Mark:

is to go past the point of lead generation and help the client.

Mark:

With their own sales process.

Mark:

I don't mean write emails for them and their follow up emails, I, or I don't

Mark:

mean build automations for them inside their CRM tool, but we want to coach them.

Mark:

Well, did you answer the call within a certain amount of rings?

Mark:

Did you get back to the person that filled out a chatter, a

Mark:

form fill within five minutes?

Mark:

These are all different ways that a business owner is going to think

Mark:

because what they more naturally may be accustomed to is organic traffic or.

Mark:

Postcard type of, of lead generation.

Mark:

I sent out 10,000 postcards and they called me.

Mark:

Those scenarios versus paid traffic are extremely different.

Mark:

Extremely different.

Mark:

And that's what I think people don't quite understand is how different is lead

Mark:

generation through Google Ads versus a typical lead generation in their business.

Mark:

And I'm starting here because this is going to it's going to equate to aha.

Mark:

This is the reason why we go this.

Mark:

And this is the reason why we have to sometimes coach our clients into, here's

Mark:

the proper way to think about Google as lead generation rather than your own

Mark:

typical lead generation, which could be even as simple as door knocking.

Mark:

There's still companies that sell solar panels in, in Tempe,

Mark:

Arizona that go door to door.

Mark:

The main difference is the one back button away from three of their competitors

Mark:

and more, more, but three, just on their own screen, in their back button.

Mark:

What I mean by that is if I'm generating a lead through Google Ads, I.

Mark:

By sheer skillset and luck was able to generate a lead before

Mark:

they contacted their competitors.

Mark:

But if our client doesn't answer the phone, if they don't respond to that

Mark:

chat, if they don't call them after a form's been submitted, or at least email

Mark:

them back with, logical next steps to their own specific funnel, that person

Mark:

clicks one button, the back button they go to now, the next person down the line.

Mark:

And if they answer.

Mark:

This is not a glitch.

Mark:

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

Mark:

looking for people to join our team.

Mark:

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

Mark:

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

Mark:

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

Mark:

trouble with Google Ads and you want professional help, that's what we do.

Mark:

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

Mark:

free, no obligation action plan.

Mark:

And if I've.

Mark:

Any level of value at all.

Mark:

Maybe think about giving me a thumbs up and try to our channel,

Mark:

that's how we choose the YouTube algorithm so they actually know

Mark:

that I know what I'm talking about.

Mark:

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

Mark:

hit me below in the comments.

Mark:

And now back to your regularly scheduled program, are our clients',

Mark:

chances of of winning that bid are reduced by probably 90%.

Mark:

So the reason why this is so important is because lead generation fails at

Mark:

the point where an elite is dropped off at the door, even if it's a quality.

Mark:

Quality lead is in a quality lead that's just like, Well, I filled out

Mark:

one form for this dentist office.

Mark:

This must be the only dentist in a 20 mile radius, and I'll wait

Mark:

three days for 'em to call me back.

Mark:

That doesn't happen . You go and you try to contact a dentist, you're

Mark:

like, Well, they didn't answer.

Mark:

That's a horrible dentist office.

Mark:

And then you hit one back button and the other person's like, Hi, think

Mark:

you for calling dentist office.

Mark:

You're like, Finally someone answered.

Mark:

They're not just gonna be like, No, no, no, I'm gonna hang up

Mark:

with you and I'm gonna wait.

Mark:

Like, I'll, give myself an hour, two days.

Mark:

I really think that this is the one they don't have that, that their

Mark:

competitiveness of what they're trying to achieve is only satiated when

Mark:

someone on the other line says Hi.

Mark:

That's really the point of delineation.

Mark:

That's the point where you win or you fail, is that contact rate.

Mark:

How often are you getting back to these people and how quickly.

Mark:

Then you have to look at a few things after that.

Mark:

You have to look at the sales cycle.

Mark:

How long does it take?

Mark:

What's the appropriate amount of time to give?

Mark:

How many touch points are they making?

Mark:

How much are they in communication?

Mark:

How much is that communication tracked?

Mark:

, all of those things.

Mark:

Then after that sales cycle is done, let's say 90 days, for example, Which

Mark:

you have enough data points, enough closed deals, enough lost deals, then

Mark:

you can go back and say, Okay, now I'm making further optimizations.

Mark:

Initial optimizations on lead generation campaign are useless.

Mark:

They are, they're absolutely useless.

Mark:

And when I say early optimizations from the quality.

Mark:

You don't have the equality yet.

Mark:

They haven't gone through the sales process.

Mark:

We have had times where keywords that don't make sense are too

Mark:

vague or too broad, are delivering 90% of the closed deals.

Mark:

And we've had to revert campaigns back after making our optimizations

Mark:

that we thought we were smart enough to make in the beginning, and it

Mark:

turned, turned out not to be the case.

Mark:

Now that doesn't happen often, but happens 20 to 30% of the time.

Mark:

So what this means is that we're only going to be as good as our communication

Mark:

and Our collaboration with the client.

Mark:

I have a lot of lead generation clients as my clients.

Mark:

They spend.

Mark:

Anywhere between, , 5,000 and a hundred thousand dollars a month.

Mark:

And those lead generation clients, we have weekly sales talks.

Mark:

Our, calls are not about Google ads.

Mark:

And a lot of you have been with me on those calls.

Mark:

It's not about Google Ads, it's about, it's about sales updates.

Mark:

We go through, Okay, what leads have it generated last week?

Mark:

How's this one?

Mark:

What happened with this one?

Mark:

How's that?

Mark:

Where is this one?

Mark:

Is this closing?

Mark:

What about the one, two weeks ago that big deal?

Mark:

Did that close?

Mark:

All of those pieces of feedback and information.

Mark:

If the client cannot give that to us and makes our job much harder,

Mark:

sometimes impossible, to the point where now it's just a taking time bomb.

Mark:

When are they gonna, when are they gonna quit?

Mark:

Or when are they gonna fire us?

Mark:

Because those leads never actually turned into anything good and we couldn't see.

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