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How to Import High-Quality Leads from HubSpot or GHL to Google | Lead Generation 101 Part 4
28th October 2022 • The Google Ads Podcast • Solutions 8
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Are you looking for a way to identify high-quality leads and import them from HubSpot or GHL into your Google Ads account? Watch this video and learn how!

In just a few simple steps, you'll be able to start importing your leads like a pro. Plus, John shares the factors to consider when identifying high-quality leads, the importance of choosing and setting up your data attribution model, and how to count your valid conversion actions.


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 4

0:37 How to Import High-Quality Leads from HubSpot or GHL to Google

4:48 John’s added conversion action with quality leads from Salesforce

6:58 Job opportunities in the best Google Ads agency in the world

11:09 Sales dictate your optimizations, not leads!



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Transcripts

jon:

The clients that stick with companies are not the ones

jon:

that are generating the leads.

jon:

It's the companies that's generating the most sales.

jon:

Very important distinction, and that's where we like to live,

jon:

is the sales, not the leads.

jon:

Remember what I said earlier, sales dictates your optimizations.

jon:

Leads do not.

jon:

Your CPA does not dictate your organizations you're sales.

jon:

Is remarking delivery to lower cpa?

jon:

Sure.

jon:

Should you crank it up?

jon:

Well, is it actually delivering you sales?

jon:

Yes, but actually like at like one 10th of what my other campaign is doing.

jon:

So then your actual cost per sale is a lot higher now.

jon:

Hey, I'm back . All right, All right, so now we're gonna be talking about after you

jon:

have a quality lead instead of HubSpot, what do you do with it inside of Google?

jon:

Those two things, either one, use it to your own knowledge and simply just

jon:

make optimizations as you see fit.

jon:

But it has largely to do with the size of the campaign or size of the

jon:

account that you should be matching.

jon:

So I'm gonna choose big account now.

jon:

This works especially well with large accounts because a lot of times you're

jon:

not having the full visibility as to the attribution model that you

jon:

chose, for example, like what was the first click, What was the last click?

jon:

What was the remarketing like?

jon:

Where did that lead actually come from?

jon:

Choose your own bidding or attribution model that makes the most amount of sense.

jon:

Attribution model is not for Google, is for you.

jon:

I always like to say that the attribution model to Google doesn't matter.

jon:

It's how you set.

jon:

That matters.

jon:

We've been scaling this account here, as you can see, like crazy.

jon:

been working really, really well.

jon:

And in this last 30 days, I have 12 different campaigns, 150 k in spend.

jon:

So this one, where did the lead come from?

jon:

That's a hard one.

jon:

. That one is very, very difficult, especially when the majority of

jon:

our cost, 87,000 of that one 50.

jon:

So a little bit more than half is coming from Performance Max.

jon:

I have Performance Max.

jon:

I have a dsa, I have a remarketing, I have a brand, I have a general search,

jon:

I have a lot of different campaigns.

jon:

I have a YouTube remarketing, all the good stuff.

jon:

And then different types of YouTube marketing to the non

jon:

convers to the converters.

jon:

It's a long sales cycle.

jon:

It's a $15,000 custom build gas grill.

jon:

Kit essentially made specifically for a person's backyard.

jon:

We're doing lead generation.

jon:

that's all we're counting.

jon:

One thing that's important is when you're counting your conversion actions

jon:

for lead generation, make sure you're counting what you want to be counting.

jon:

So this company here had and I won't say their name out loud, but if

jon:

you know who LP is, you know that they have a lot of here that shows

jon:

conversions that aren't really real.

jon:

Like yeah.

jon:

They spend more than three minutes and more than five minutes.

jon:

Wow.

jon:

Conversions.

jon:

It's junk, we're only counting the convergence.

jon:

That makes sense.

jon:

Who designed their own product and then submitted that

jon:

product requesting for a quote.

jon:

Like, Hey, I'd like to have this built.

jon:

How much would this cost?

jon:

Now, they came in on the ad, that shit said that, their kits

jon:

are starting at eight grand.

jon:

So that's one thing that I'm doing to generate a quality lead is saying,

jon:

Hey, hey, before you even come to our site, you know you're gonna

jon:

click on an $8,000 product, right?

jon:

And I'm like, Yep.

jon:

So perfect.

jon:

I've leaked that hurdle.

jon:

So the ways that you're generating these leads, even if it is like an

jon:

an eCommerce type of lead, it's a.

jon:

Commitment.

jon:

So make sure that you're starting off on the best possible way you can,

jon:

and this is a side point that I'm making, but it's an important side

jon:

point where the leads that you're generating will not be bait and switched.

jon:

Say, Well, that happened.

jon:

Your competitors are doing much better job at explaining prices

jon:

up front most of the time.

jon:

Or there's someone out there that they're gonna start down that journey first.

jon:

And if they start down that journey with them first, you've lost.

jon:

Doesn't matter if they come back two months later, you can't scale that

jon:

strategy of I didn't trick ' make sure that you're least doing lead generation

jon:

the most honest way you possibly can, that's gonna get you the highest close.

jon:

And the highest close rate means clients stick with it.

jon:

The client says, Stick with companies are not the ones

jon:

that are generating the leads.

jon:

It's the companies that's generating the most sales.

jon:

Very important distinction, and that's where we like to live,

jon:

is the sales, not the leads.

jon:

The reason why I bring this up is I have to go back one week so to take

jon:

off this last week here, so I'm just gonna do the third through the 20.

jon:

Cool.

jon:

you'll see here from the third to the 25th, we have 425 leads.

jon:

I'm using data driven, so there's a little bit more leads than this, but

jon:

then you're gonna see another type of conversion action called Quality Lead.

jon:

Now this is an imported lead.

jon:

This is coming from their sales tool.

jon:

This is actually coming from Salesforce.

jon:

They're exporting all the leads with G.

jon:

And we're uploading them, and it's a manual process, so it does kind of

jon:

stick, but this is absolutely worth it if you wanna do it on a basis,

jon:

which means you only have to do this four times a month For $150,000.

jon:

Yeah.

jon:

We'll upload things four times a month.

jon:

that's completely fine because we need to know this.

jon:

But what is this?

jon:

So this is a person that says, I like what you have proposed.

jon:

Let's move forward.

jon:

Let's get started.

jon:

Here's, a down payment, and now let's go through the build out process.

jon:

This is a lead that's gonna close.

jon:

It's gonna take longer than 90 days to actually make this sale.

jon:

Google will only go out 90 days.

jon:

I can't import the sales.

jon:

It's not physically possible.

jon:

Google will only stop counting g cli after 90 days.

jon:

So on the 95th day of like, yes, we got it and we made 15 grand.

jon:

And I try to import that as is up that least too old and

jon:

it's just not gonna count it.

jon:

So I can't see visibility.

jon:

So we have to pick a timeline within whatever the attribution window.

jon:

Preferably 90 days if we're gonna count it post lead generation.

jon:

What do I mean by that?

jon:

So by generate a lead and.

jon:

I need to pick within 30, 60, or 90 days, whatever your conversion

jon:

window is of that, imported leads, whatever that conversion window

jon:

you set, that's your time limit.

jon:

That's it.

jon:

Go as far as you can, which is 90 days.

jon:

If it's past 90 days, you have to point, pick a different point in time

jon:

that is going to show an indication of quality Before you can import that.

jon:

that's the timeline.

jon:

So our best bet was, well, this person already is working

jon:

through the sales process.

jon:

They're going to close, We're building it now.

jon:

We'll count that as a sale.

jon:

We don't know how much the final is.

jon:

we can't get that because there's gonna be little points of what kind of countertops

jon:

and do you want this trim and what color?

jon:

All this stuff's gonna be found out later on.

jon:

quality lead is what we're.

jon:

This is not a glitch.

jon:

I'm interrupting the video you're watching because I need to remind

jon:

you that I'm always looking for people to join our team.

jon:

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

jon:

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

jon:

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

jon:

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

jon:

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

jon:

free, no obligation action plan.

jon:

And if I've.

jon:

Any level of value at all, maybe think about giving me a thumbs

jon:

up and subscribe your channel.

jon:

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

jon:

that I know what I'm talking about.

jon:

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

jon:

hit me below in the comments.

jon:

And now back to your regularly scheduled program.

jon:

And the way that we do this is in tools and settings in the conversions area.

jon:

On the left hand side, you're gonna see an area called uploads.

jon:

What we're actually taking, the leads that are being generated in an

jon:

Excel spreadsheet and capturing g.

jon:

What's the conversion action that we made new, The new one called Quality Lead.

jon:

it's not a conversion action that's being counted through TAG or through analytics.

jon:

It's, it's literally just an import through clicks conversion action.

jon:

And then we're just sticking a time on there that this was essentially happened.

jon:

It just has to be after the click.

jon:

It doesn't matter what time it actually happens, it just

jon:

has to be after the click.

jon:

That's all that Google's.

jon:

Gonna need for verification.

jon:

this is simple.

jon:

These are three fields.

jon:

we can make this field up.

jon:

This is what we made.

jon:

The client just needs to have G cli, That's all they need.

jon:

They just need to have the G cli.

jon:

And with that G cli, when we upload 'em we'll populate their attribution

jon:

model where that lead came from, and it'll go right back and say, Hey,

jon:

that quality lead came from this.

jon:

It's perfect.

jon:

it's amazing.

jon:

instead of the conversion action settings here, instead of Google, you can

jon:

actually go and look at the templates.

jon:

And if you look at the template from like, let's just say conversion

jon:

from clicks, which is what we're using, they'll give you Google

jon:

sheet and now you gotta clone this.

jon:

But it's just like, hey, as long as you have a click id, and then what

jon:

you named it and when it happened, You can leave these blank or just take 'em

jon:

out, but you really just need this.

jon:

So they just need pull GDS here and send it to you.

jon:

That's all this takes.

jon:

it's not a difficult, it's time consuming.

jon:

It kind of stinks because you have to do it manually.

jon:

But there is ways to do this automatically.

jon:

It's a little bit more Advanced, you have to have either an SFTP connection or an

jon:

HTTPS connection, and you have to pull from a source that's much more difficult

jon:

than a client just sending you Ted g lids a a But I can see here, what's nice about

jon:

this is I know that I'm trending up.

jon:

We have 58, 48 67.

jon:

I went for 89.

jon:

Then we had one little bit of a dip.

jon:

This is the 4th of July weekend.

jon:

That makes sense.

jon:

70 75.

jon:

The latest one was 76.

jon:

These two are higher because this is actually longer than a one week

jon:

period, but the last one week period between the 22nd and 30 showed 76.

jon:

I already know my account collectively is delivering myself, my client.

jon:

More quality leads.

jon:

Great indication of success.

jon:

Happy client.

jon:

Now, what do we do with it?

jon:

We look at different things so far from the third to the 25th out

jon:

of 425 leads that were generated.

jon:

82 essentially sales.

jon:

Now was this, tell me, Well, at an average of $15,000 per sale, let's pull

jon:

on our handy dandy calculator here.

jon:

Yeah, that worked.

jon:

82 times 15,000, 1.2 million.

jon:

Cool.

jon:

What I spend to get that six nine.

jon:

Very, very happy.

jon:

See why we're scaling . That's some of the reasons why we now 10 x this campaign.

jon:

and just to give you all an understanding the previous year

jon:

when they're running with Google ads with the, with the other agency

jon:

collectively, we have 565 more leads.

jon:

That's why we're scaling is because we can see what's actually happening.

jon:

Now let's, look at some other things.

jon:

Here's a really, really, really, really, really crazy thing that happens

jon:

is your CPA is not indicative of the optimizations you're going to make.

jon:

Remember what I said earlier, sales dictates your optimizations.

jon:

Leads Do not.

jon:

What does that mean?

jon:

My cost per conversion is $162 in performance Max.

jon:

But I have, And who could do quick math in their head?

jon:

I'm, contrary to Popular probably.

jon:

Opinion or belief.

jon:

I'm bad at math.

jon:

82 out of four.

jon:

424.

jon:

What is that?

jon:

A 20%.

jon:

Yep.

jon:

Okay.

jon:

Thank you.

jon:

On car , my human calculator.

jon:

Appreciate that.

jon:

, 20% close rate.

jon:

That's good.

jon:

Now what's a 20% close rate?

jon:

Well, it means that you take your CPA multiply by five.

jon:

That's your cost per close deal.

jon:

Makes sense?

jon:

But a hundred and $62 lead.

jon:

Your discovery remarketing was 1 56.

jon:

That's a bad example.

jon:

Let me go back in time because I've actually started to reduce

jon:

that before when I had a high amount of ad spend in there.

jon:

And I'm just gonna assume that I'm looking at a proper time range.

jon:

So lemme just find this I saw this and stopped it.

jon:

that's why it looks worse now.

jon:

There it is $129 versus 170.

jon:

So remarketing was delivering me 129 versus 176, right?

jon:

That looks better.

jon:

129 is lot of one 70.

jon:

That's $50 cheaper now out of 412 that came in here.

jon:

13 quality leads.

jon:

Remember the other one?

jon:

420 leads.

jon:

There's.

jon:

Out of 420 leads here, there's 13.

jon:

Now we know that this is discovery remarketing.

jon:

However, I also know that they're running a lot of different channels.

jon:

I'm remarketing everybody.

jon:

I'm remarketing their Facebook.

jon:

I'm remarking their, Instagram use, I'm marketing the link

jon:

tree, I'm marketing organic.

jon:

they're doing $50,000 postcard delivery.

jon:

I'm remarking everybody, And I'm using data driven attribution.

jon:

So it should be remarketing also myself and giving me a weight.

jon:

Well, when I started to crank up remarketing, my CPA started to increase.

jon:

My lead quality didn't go anywhere.

jon:

So I already know that this is not where my quality leads are coming from.

jon:

Pax is going through my quality leads.

jon:

out of 415 conversions, 13 of them are good.

jon:

that's a really bad ratio when you're considering 1500 here and three.

jon:

your CPA does not dictate your optimizations, your sales do.

jon:

Is remarking deliver you a lower cpa?

jon:

Sure.

jon:

Should you crank it up?

jon:

Well, Is it actually delivering you sales?

jon:

Yes.

jon:

But actually go at like one 10th of what my other campaign is doing.

jon:

So then your actual cost per sale is a lot higher now than performance max.

jon:

I'm taking the higher CPA to make more sales.

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