Learn how John analyzes lead generation challenges in Google Ads and recommends ways to address them. In this clip from the Solutions 8 internal training, John addresses a client's concern with lead volume and explores various strategies. He even goes beyond Google Ads strategies and checks the client's website, leads forms, tracking, and follow-up team to check for optimization opportunities.

John also highlights the importance of working together with clients and. holding them clients accountable for handling leads effectively, especially when you did everything you could as a client manager. He also touches on why you should manage client expectations and optimize ad spend based on actual lead performance and the client's capability to follow up on leads. Listen to this episode to learn more.

Learn about the Solutions 8 Digital Marketing Services here: www.sol8.com/digital-marketing-services

Related videos:

🔥 The Most Important Conversations To Have With Lead Gen Clients:   

 • 🔥 The Most Important Conversations To...  

💰 Google Ads Strategy Using AI To Outrank The Biggest Competitors:   

 • 💰 Google Ads Strategy Using AI To Out...  

🧐 What to Do if Your Google Ads Campaign Is Not Converting on Cold Terms - Part 1:   

 • 🧐 What to Do if Your Google Ads Campa...  

0:00 Intro

0:18 Solving Google Ads Lead Generation Problems

4:13 Focusing on what works

7:58 Aligning your marketing efforts with the capabilities of the client's team

👉 Get free guides, templates, SOPs, checklists, and worksheets to help you grow your business: https://sol8.com/free-stuff/

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

👉 Join our You vs. Google Mastermind to get exclusive access to weekly calls and Q&A sessions, insider resources and training, and a private Slack group: https://youvsgoogle.com/

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

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

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

Sign up for a FREE Action Plan today: https://sol8.com/ap/

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.

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

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

The answer of we're probably not getting enough or we're probably

2

not getting any is an unacceptable

answer that no one would ever

3

hold anybody accountable to.

4

Let's start there.

5

Let's go and get five.

6

just to give you some context, John,

basically the main concern that the

7

client has is in regards to lead volume.

8

I've been trying to run the

account in broad on a tcpa.

9

I've also tried the account running

on exact on a max clicks And i'm all

10

I also recommended them to improve

the website because they had a 12

11

question form That nobody was filling

out so they made it shorter and a

12

little more specific for both They're

still not happy with the volume.

13

They're getting basically

14

You said they're not happy with

the lead quality, but then you said

15

they're not happy with the volume.

16

The only problem is volume.

17

Oh, okay.

18

So if the only problem is volume, why not?

19

Add budget, what did they say

when you suggested budgets?

20

We are not spending the full budget yet.

21

We haven't even reached

the full budget yet.

22

And the target CPA that they're looking

to get it's between 100 and 150.

23

and we're not there yet either.

24

1 thing.

25

I don't think we're tracking

all of the conversions.

26

so they have book an appointment on the

homepage that was being tracked, right?

27

Yes, correct.

28

that goes to the thank you page.

29

Okay.

30

what about the chats?

31

So I know that they used

to get a lot of chats.

32

and then chats fell off and

then they fired the person

33

that was supposed to fix it.

34

And then the other person

became disinterested.

35

And then the other person came back

and she's we just turned something

36

on and that's where we're at.

37

But they were getting

probably 10 chats a day.

38

Yeah.

39

So the web guy, I have not been

able to find a way to track.

40

and the web guide said they

haven't gotten a lot lately.

41

do we have access to this chat?

42

we don't, but I can try to get it.

43

Let's get that first.

44

so the outside of that metrics that

we're going to track are things like.

45

Or, we can identify that by looking

at the amount of leads that they can

46

see on their end, divided by spend.

47

So what we're going to do is,

unfortunately, we have to teach

48

lead generation clients how to be

good business people, which means

49

if we see 10 chats coming in and

3 are ignored and 2 are late 2 are

50

actually good and that kind of stuff.

51

What we have to ask is, hey,

you're spending 150 cost, maybe

52

less, not about 100 cost per chat.

53

And those are not going anywhere.

54

I guarantee you if the tech person's

ah, we're probably not getting a lot.

55

Like they don't know

that's not a viable answer.

56

imagine them paying us and say,

Hey, how's Google ads doing?

57

And we're like, that's probably

not, you're probably getting good.

58

Like that's the same answer.

59

We wouldn't be held accountable to it.

60

We should not hold other

people accountable to that.

61

We have a higher standard.

62

So let's work on getting

access to the chats.

63

That was also something that

did really well for them.

64

There was tons of it.

65

Most of them were chats.

66

now we haven't tracked it for probably

a year, but the person that I was

67

doing business with, Callie at the

time, there are many variations of

68

passages of lorem ipsum available.

69

The majority of suffered

by injected humor.

70

we got to make sure that they can

update their site to this lorem ipsum.

71

default text, just as a side note,

let's let him know about that.

72

but the point in time that we

have to measure is the leads

73

that they see on their side.

74

not what's in Google ads, because

I think Google ads were close.

75

if we tracked chats in the last 30 days.

76

we're within goal at 162.

77

And this is just a lead the calls on

my call tracking and calls from ads.

78

just so everyone's clear.

79

What is the cost per lead goal?

80

100 to 150.

81

Okay.

82

they're wanting to see 100 to 150

inside the Google Ads dashboard

83

or in total business metrics.

84

What I've been trying to do is,

since they have not been picking up

85

the phone sometimes in call tracking

metrics, I've been like using that

86

hey, you're having these calls, you're

not picking them up, they're not

87

going to be transferred to Google Ads,

therefore they won't show up here.

88

So in the last call that I had with

them, I like just grabbed all the

89

data from both the forms, and the

calls and just do like a blended CPA.

90

so they're not necessarily looking

at Google ads right now, but

91

I'm just trying to anticipate to

anything that they may come up with.

92

we'd have to measure their back end.

93

so what we want to do is we want

to hop into their tool and say,

94

here's my chats phone calls.

95

Whether they answered it or not and

leads, and then say, by the way, the

96

difference between the cost per lead

that we're generating and the cost

97

per contacted lead is 50 percent off.

98

You're not answering your calls.

99

You're not answering your chats,

because right now what they're doing is

100

they're saying my business is failing,

so let's cure it with more traffic and

101

that's what they're trying to account

for is they won't look at necessarily.

102

Themselves.

103

Cause like you said, they're not

answering every phone call, but what

104

they want us to do is deliver more

phone calls that they won't answer,

105

which is not going to affect the metric.

106

They're trying to hold us

accountable to, which is NF CPA.

107

And that's why NF CPA doesn't work.

108

That's why NF metrics fail every time.

109

So what we have to do is

gain access to more than they

110

want to us to give access to.

111

And our reasoning is I can't help

you unless I know where the fail

112

points are and the answer of.

113

We're probably not getting enough

or probably not getting any is an

114

unacceptable answer that no one would

ever hold anybody accountable to.

115

the 1st thing is can never look at an app.

116

An app does not mean anything.

117

we have to look at what is actually

landing because their sales team.

118

If they're good, you win.

119

If they're bad, you fail Dean.

120

So you have to hold them accountable

before they hold you accountable first.

121

I think that's a really good idea

to have those two data points, John.

122

Like I've never thought to do that.

123

You show them the cost per lead of

answer calls and the cost per lead

124

total and say look, like you're

making your own cost per conversion

125

go way up by not answering calls.

126

Yeah.

127

And if you add money to this,

it just becomes more expensive

128

as your team will not.

129

Get better.

130

They especially will not scale and

efficiency with more dollars that I put

131

into the way that I would say this too,

is most of the time for me, I have a real

132

harsh way that I deal with clients, I will

say, Hey, I think we're not the right fit.

133

You're going to fire me based on

your team's Inability to contact

134

the leads that I'm delivering and my

reputation means more to me than what

135

your business apparently means to you.

136

So I usually have a real hard, fast line

in the sand, but the way that I manage

137

it is I hop into only the backend clients

and I say, what happened with these leads?

138

And when they go, now they're

flipping everything around.

139

They start to look at

their internal teams.

140

So what I would say, Dean is a good idea

to say, I'd like actually like to decrease

141

costs because I am outpacing your team.

142

They're not contacting the calls.

143

They're not contacting the chats.

144

And if you're asking me to fix Google

because your team isn't answering the

145

calls, we're going to make this worse.

146

This can be more expensive.

147

We need to actually back down the spend

to what your team can handle, because

148

it seems that we may have a staffing

or operations issue based on these

149

facts, This is how many leads generated.

150

There's something leads for contact.

151

And some of my chats came in and

some of my chats went unanswered.

152

Took two to three minutes for

people to answer the chat.

153

You can see that they went dormant

by there and weren't responding back.

154

The people that are landing in the inbox.

155

If the people that are landing in the

CRM are not being contacted and they're

156

one back button away from three of your

competitors, all those things that are

157

the reasons we will live and die by

how proficient their sales team is.

158

And we're outpacing their sales team.

159

And you're asking us to

outpace them further.

160

I do not think that's a good

business decision for you.

161

This is client management gold, everybody.

162

if anyone has any lead gen clients

who are asking for more lead quality,

163

like this is such a good strategy.

164

Cool.

165

So let's start there

and let's bring it back.

166

Thank you, John.

167

I will do that.

168

I think I flip it last time.

169

So I don't think they're blaming

us right now because I show her 50

170

percent of calls not being answered

and in each call costing them 100.

171

they said bad things, but not

about us, just about their team.

172

I will try to get access to

the other, like the live chat

173

and see what else we can do.

174

Thank you.

175

Sounds good.

176

John, can I say the slightest caveat?

177

Yeah, First of all, first time

caller, long time listener and

178

agree with everything you're saying.

179

Thanks for being on the show.

180

Colby.

181

Yeah.

182

Thanks.

183

Thanks for having me.

184

Always looking at the end number what

are we actually trying to don't live

185

in an app But will you agree that?

186

Once you're looking at things properly

you can use an app just as your baseline

187

like, you know These numbers aren't

real But, if I'm moving something in

188

this direction, say you have a CPQL or

something, and it's you decreased it

189

in app, and then you go and verify that

you've decreased it somewhere else.

190

Do you still use that indication or

do you solely just look non in app?

191

Do you know what I'm saying?

192

What I'll do is I'll use the

backend metrics and then draw

193

a correlation between what the

front end metrics look like and

194

find the Delta of the attribution.

195

There.

196

So for my other little

company travel, it's 50%.

197

I tracked 50 percent of

every e commerce sale in app.

198

And I'm the only one running any

sort of marketing for my own company.

199

So I see 50 percent of the data

this last week though, it was 40%.

200

a 4, 000 in revenue.

201

And I actually made like 10.

202

So what I will do is draw a correlation

of, okay, a 180 percent TROAS and 180

203

percent ROAS goal instead of Google ads

will give me a four and I make sure that

204

Delta is not increasing or decreasing.

205

So I'll know how to maintain my

attributed metrics in order to

206

influence my backend metrics.

207

Yeah, perfect.

208

Okay.

209

But every client will be different.

210

It just depends on their sales cycle and

how much their site is, their site speed

211

actually affects more than anything else.

212

Regina was talking about

site speed the other day.

213

you hit a thank you page, how fast

do you usually leave that thank

214

you page after you place an order?

215

Zoom.

216

Now, how many seconds does

that page take to load?

217

they say Dom ready?

218

just know because I've had

it's not firing quick enough.

219

You're not going to even record that.

220

And if it doesn't go through all of the

tags and firing the conversion tag on

221

that page, Google says nothing happened.

222

So your site speed on the thank

you page and how fast those

223

people leave will depend on.

224

If you're in a metrics or even trending

in the right direction, or if some

225

people start to leave faster or

slower, your ROAS goes up and down.

226

All right.