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

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...

FREE Download: How to Run a Lead Generation Campaign in YouTube Using Google Ads https://sol8.com/download-how-to-run-...

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

🎯 Prerequisites for Successful Lead Generation Campaigns:   

 • 🎯 Prerequisites f...  


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Transcript
John:

What happens when you get these amazing leads and they

John:

start to fill out perfectly?

John:

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

John:

it, the garage and the house built.

John:

Perfect.

John:

You're in.

John:

Show Low and Prescott.

John:

Awesome.

John:

I know where this place is.

John:

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

John:

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

John:

So this is the other part.

John:

So we got Jason paid search.

John:

There's a proposal already sent for 93 K.

John:

Excellent.

John:

So things are, looking good.

John:

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

John:

leads, closed leads, laws, et cetera.

John:

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

John:

Good.

John:

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

John:

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

John:

I won't even answer the.

John:

Don't need to.

John:

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

John:

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

John:

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

John:

how am I supposed to do my job?

John:

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

John:

that are wanting to pay you millions.

John:

I don't know.

John:

I can't tell.

John:

So we need access to the CRM tool.

John:

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

John:

I can help you build all this.

John:

It's not that hard.

John:

it's fairly simplistic actually.

John:

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

John:

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

John:

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

John:

Closed one a hundred twenty one grand of Stacy Moore.

John:

so we made 121,000.

John:

We closed, won that one.

John:

So Sta Moore came to.

John:

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

John:

Perfect keyword was prefab buildings.

John:

Is that what we're getting clicks on?

John:

I don't even know.

John:

Let's take a look.

John:

We just made a sale last week.

John:

That was in January 17th.

John:

Yeah, that'll be the last 30 days.

John:

prefab buildings.

John:

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

John:

Six, nine clicks.

John:

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

John:

It seems to be fairly decent so far.

John:

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

John:

let's just say it was this one here.

John:

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

John:

My cost per lead's too high.

John:

I don't.

John:

I don't look at cost per lead.

John:

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

John:

made, and What was it closing?

John:

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

John:

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

John:

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

John:

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

John:

be, kind of like a thought process.

John:

I'm gonna rephrase that for YouTube.

John:

Not every deal's gonna be the size.

John:

A lot of our clients are producing that.

John:

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

John:

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

John:

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

John:

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

John:

conversations that are not fun.

John:

we have conversations with clients that are combative.

John:

And you don't wanna have those conversations.

John:

leads are too expensive.

John:

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

John:

it was completely squashed.

John:

I have the access.

John:

Everything's fine.

John:

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

John:

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

John:

what's our cost per lead in Google?

John:

Doesn't matter.

John:

I can get you one penny leads.

John:

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

John:

phone book names into your form fills.

John:

It'll be about the same as Facebook.

John:

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

John:

We investigate everything.

John:

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

John:

Cause that was a lot.

John:

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

John:

I had a campaign.

John:

I didn't even track leads for a year.

John:

I'm okay.

John:

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

John:

I'll stop there and see.

John:

See if there's any questions so far.

John:

Yes.

John:

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

John:

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

John:

They're like a call extension.

John:

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

John:

But that thing does not produce leads at all.

John:

It is horrible.

John:

I think I got one this year so far.

John:

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

John:

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

John:

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

John:

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

John:

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

John:

We don't know.

John:

that sounds like that's important.

John:

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

John:

I need to see all of the stuff you.

John:

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

John:

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

John:

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

John:

What's going on with that lead?

John:

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

John:

Of course.

John:

A hundred percent.

John:

That's really valuable.

John:

Instead of just focusing purely on the metrics inside

John:

Google ads, There's gonna be.

John:

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

John:

And also accountability at their end.

John:

I think that's good.

John:

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

John:

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

John:

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

John:

of these leads and follow them up.

John:

Mm-hmm.

John:

Yep.

John:

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

John:

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

John:

I'm sorry.

John:

Oh, Kama, go ahead.

John:

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

John:

the conversions in the Google Ads Uhhuh.

John:

Why was that?

John:

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

John:

So what was the thought process behind that?

John:

Yes, absolutely.

John:

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

John:

a really dishonest website company.

John:

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

John:

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

John:

So a person stepped into their place.

John:

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

John:

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

John:

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

John:

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

John:

just gonna manage this out of HubSpot.

John:

And it worked really, really well.

John:

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

John:

max clicks and max conversions.

John:

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

John:

started generating the leads that way.

John:

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

John:

Go figure.

John:

Which is pretty funny.

John:

For search abroad, max clicks work better.

John:

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

John:

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

John:

All right, cool.

John:

So here's what I did is.

John:

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

John:

keyword that produced all of the deals.

John:

Well, two steel building, metal building.

John:

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

John:

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

John:

So it happened.

John:

The 21, I think, to 2022.

John:

June.

John:

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

John:

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

John:

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

John:

Metal building, steel building, that was everything.

John:

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

John:

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

John:

metal building, steel building.

John:

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

John:

as many clicks as possible.

John:

This has maximized conversion slowly to Kang.

John:

And then this is picking it back up here.

John:

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

John:

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

John:

The CRM tool said closed deal.

John:

What was it?

John:

Metal building?

John:

Closed deal.

John:

What was it?

John:

Steel building.

John:

Closed deal.

John:

What was it?

John:

Metal building.

John:

Closed deal.

John:

What was it?

John:

I said, I ask conversions tracking.

John:

So those two keywords that have been working before, crank

John:

up the ads and just run it.

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