John shares why you should manage lead generation campaigns beyond Google Ads. He also reveals how he increased a client’s ROAS without focusing on the cost per lead (CPL).

In the second part of The Proven Techniques to Turn Leads Into Customers series, John shares:

- Why you shouldn’t focus on your cost per lead

- The other factors you should investigate to scale lead generation campaigns

- What to do after you get those qualified leads and how to get more of those leads

- and so much more!

If you haven’t watched Part 1, you can watch it here:   

 • 🚀 PPC Agency Tips...  

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

0:00 Intro

0:23 PPC Agency Tips: Proven Techniques to Turn Leads Into Customers Part 2

5:00 Why PPC agencies should have access to the client’s CRM tool

7:59 Work with the best Google Ads agency on the planet

Related resources:

🚀 Google Ads POWER HOUR: The Importance of a CRM Tool for Lead Generation https://www.youtube.com/live/XUhmYltB...

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Google Ads for Lead Generation: The Ultimate Guide https://sol8.com/download-google-ads-...

🎯 Prerequisites for Successful Lead Generation Campaigns:   

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What happens when you get these amazing leads and they

start to fill out perfectly?

Like to have a build structure, move onto to the property, convert

it, the garage and the house built.

Perfect.

You're in.

Show Low and Prescott.

Awesome.

I know where this place is.

Then we look back at the deals, each deal that is closed.

One, we have to identify what is going on with it.

So this is the other part.

So we got Jason paid search.

There's a proposal already sent for 93 K.

Excellent.

So things are, looking good.

You know how we ask Mike, what's your sales pipeline proposal sent,

leads, closed leads, laws, et cetera.

We have paid search, another proposal sent for another 140 k.

Good.

This is just in the last week, so we can see our leads are perfect.

Anybody looking on this side would say, Hey, John, things aren't going too good.

I won't even answer the.

Don't need to.

The proof is in the activity, but when, another part that we

need to get a lot better at is we need to have this information.

If we need to tell the client, if I don't have this level of information,

how am I supposed to do my job?

I might be dropping you off leads at the front door that are bots or leads

that are wanting to pay you millions.

I don't know.

I can't tell.

So we need access to the CRM tool.

We need to know everything that's going on at a moment's notice with a snap.

I can help you build all this.

It's not that hard.

it's fairly simplistic actually.

one click integration gets us all this, but this is the port that we need.

So now we're looking at, okay, what have we won?

Let's look at the last month's closed date.

Closed one a hundred twenty one grand of Stacy Moore.

so we made 121,000.

We closed, won that one.

So Sta Moore came to.

Lot of good information came, least started in the 17th prefab buildings.

Perfect keyword was prefab buildings.

Is that what we're getting clicks on?

I don't even know.

Let's take a look.

We just made a sale last week.

That was in January 17th.

Yeah, that'll be the last 30 days.

prefab buildings.

I have one and a half conversions on it cost me $50 Cost for conversion now.

Six, nine clicks.

I mean, it's not the highest producing converters, but it's, good.

It seems to be fairly decent so far.

I'm definitely not gonna turn that one off because my cost per lead,

let's just say it was this one here.

Let's say it was build a steel building and this one is the one that closed 162.

My cost per lead's too high.

I don't.

I don't look at cost per lead.

I look at how many leads, I said over what we spent, what we

made, and What was it closing?

You can have a $25 lead or you can have a $4,000 lead.

I don't care if you're making 121 grand.

Now, not all of these deals are gonna be this size.

Oli is though, I'm gonna use that word just I think I want this to

be, kind of like a thought process.

I'm gonna rephrase that for YouTube.

Not every deal's gonna be the size.

A lot of our clients are producing that.

They're spending a whole lot of money and they're getting contracts

at six and potentially seven figures for our our attorney clients.

And so this is the accesss that we'll need here, which is pretty cool.

We can dive really deep into this thing, and also we'll have sometimes

conversations that are not fun.

we have conversations with clients that are combative.

And you don't wanna have those conversations.

leads are too expensive.

I haven't heard anything since last five months about anything.

it was completely squashed.

I have the access.

Everything's fine.

They're looking at the cost per lead and lead flow.

Almost every one of our clients will, every single one.

what's our cost per lead in Google?

Doesn't matter.

I can get you one penny leads.

It's, it's gonna be John Miranda waking up every day and putting in the

phone book names into your form fills.

It'll be about the same as Facebook.

Doesn't matter what the cost for lean is, go past that.

We investigate everything.

I wanna pause there to see if there's any questions so far.

Cause that was a lot.

But essentially what you saw is, I'm not managing Google at all.

I had a campaign.

I didn't even track leads for a year.

I'm okay.

It's still 4,000 row as that client, so as well.

I'll stop there and see.

See if there's any questions so far.

Yes.

Am I getting good leads from the Google Lead form extension and the ad?

I will get one every four months, but they're okay.

They're like a call extension.

Sometimes they're irrelevant, sometimes they're irrelevant.

But that thing does not produce leads at all.

It is horrible.

I think I got one this year so far.

So what I'm hearing from you, John, is.

if we do have lead gen clients, then we really should push hard

to say, include us in your CR RM so we can monitor these leads.

So we don't just rely on them saying, oh, your leads are too expensive, and

we can't see, well, are you converting?

We don't know.

that sounds like that's important.

You gotta get us in there so we can see it.

I need to see all of the stuff you.

Because if you're gonna look at your stuff and judge me, I need to see it.

But then I'm also gonna say, these people aren't answering the phone.

There was a voicemail yesterday that didn't make it into HubSpot.

What's going on with that lead?

Do you think they're gonna wonder if I'm doing my job?

Of course.

A hundred percent.

That's really valuable.

Instead of just focusing purely on the metrics inside

Google ads, There's gonna be.

In us as an agency, knowing that, oh, they're in there looking at it.

And also accountability at their end.

I think that's good.

Maybe we need to make sure that any existing clients that we have, I know

that it's not a large majority, but any existing clients, we bring this in,

say, look to all the clients we need to be in here so we can see the quality

of these leads and follow them up.

Mm-hmm.

Yep.

And Ari, did you say someone had their hand up?

I can't see it on my side for some reason Kama has her hand up.

I'm sorry.

Oh, Kama, go ahead.

I just wanted to know that you mentioned first initially that you didn't track

the conversions in the Google Ads Uhhuh.

Why was that?

Wouldn't that have helped us in speeding up the learning of the algorithm?

So what was the thought process behind that?

Yes, absolutely.

So the person that was in charge of getting the website rebuilt, hired

a really dishonest website company.

And then when they were in the middle of a web rebuild, he was in

the army of reserves and got shipped overseas on deployment for six months.

So a person stepped into their place.

And apparently I don't exactly know what happens specifically, but

someone didn't get paid on the website development and they wouldn't give

them access to their own website, so I couldn't install a conversion tracking.

So that's what I did is I said, Hey, I'm just gonna drop these leads off and we're

just gonna manage this out of HubSpot.

And it worked really, really well.

And so my, target, I had a T C P A, so I just shoved that thing on

max clicks and max conversions.

Whatever I can use to spend the most amount of money I possibly could and

started generating the leads that way.

What's funny is Max clicks actually works better than T C P.

Go figure.

Which is pretty funny.

For search abroad, max clicks work better.

And the funniest part about it too is these searches were so unbelievably

irrelevant and I had no way of tracking what the lead quality was.

All right, cool.

So here's what I did is.

No matter what Google said, which is nothing I found out the common

keyword that produced all of the deals.

Well, two steel building, metal building.

And so lemme go back in time here cuz we'll see this campaign.

, I had conversions back in 2020 and not since December, 2020.

So it happened.

The 21, I think, to 2022.

June.

So let's just do this January, 2021 I dunno.

I was gonna do all 2021 And you'll see this here.

My keywords that I was producing, everything about it was two keywords.

Metal building, steel building, that was everything.

All of my Aspen went to two broad keywords because, The entire year

before that, 90% of our conversions were coming from these two keywords,

metal building, steel building.

So I just said, all right, well as long as I'm just getting

as many clicks as possible.

This has maximized conversion slowly to Kang.

And then this is picking it back up here.

So it was fun to try manage at least some volume on this, but

I had everything whittled down to, according to the CRM tool.

The CRM tool said closed deal.

What was it?

Metal building?

Closed deal.

What was it?

Steel building.

Closed deal.

What was it?

Metal building.

Closed deal.

What was it?

I said, I ask conversions tracking.

So those two keywords that have been working before, crank

up the ads and just run it.