Top Tips for Running Successful Lead Generation Ads from the GAds Girls

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Hello, everybody.

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We're back.

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It's the Catgirls.

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It's us.

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Hello.

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We're back to to drop some

Google Ads and digital marketing

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lead gen bombs with you today.

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We're talking everything lead gen.

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So we're going to give you our

favorite tips on how to make your

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lead gen campaign successful.

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And it's December, so we thought we would,

Sprinkle in a little Christmas spirit

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with, some festive backgrounds here.

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I'm sure both of you have heard

of Microsoft Clarity, right?

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Clarity is something that we, as

a team at Solutions, they help to

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install for all of our clients.

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It's just a piece of code

that you put into GTM.

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Really easy to set up, but what's cool

about this is we can track recordings.

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You can look at heat maps and for lead

gen, the reason why this is really cool

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is because I have a client right now.

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They are in the lawyer industry.

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And what we've noticed is that there

was a certain message button that

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kept popping up a very big message

button on the right hand side.

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And the first thing that I saw was press

the button and they would minimize it.

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So that helped us determine that, hey,

this button shouldn't be a big button.

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It should just be a smaller one.

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And when people are ready to click

on this message button, then they

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can click on it, but there was no

need for us to have it large right

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at the top, right at the start.

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The second part was through Clarity,

we were able to track the different

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behaviors and paths that people were

taking after they got to the landing page.

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And 1 of the things we saw was most

of the people based on the heat map,

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we're clicking on the phone call button.

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based on that, we were also able to make

another decision that we should put more

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emphasis on phone numbers throughout the.

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Page rather than a booking form.

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So those are two ways that we

can definitely use Clarity.

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that has been really helpful for

us as a team at Solutions Aid.

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I think just going off of that,

Carmen, it's a good kind of segue

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into tracking button clicks too.

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We're talking about road

or barriers in lead gen.

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So if you're not seeing, you have

a couple days of you have some

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bad performance, you're not sure

why things aren't converting, like

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looking at something like clarity and

understanding the user experiences

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is really important for lead gen.

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But another option that you can

take is tracking button clicks.

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So from one step of your funnel to the

last step of your funnel, track those

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button clicks, those submits, those okays,

those, whatever your call to action is

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along the way, set them as secondary

conversion actions because you don't

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want that messing with your primaries.

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But it's good to see where

people are getting stuck.

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Like what is the ratio of people,

filling out that first form,

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pressing submit to the next step.

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what's the drop off there and then

why is there a drop off there?

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So then you could go back through

something like clarity and you can

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have a look at understanding that

heat map, what's going on that page.

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so you have a really good idea of

where that drop off is happening.

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So this is really good kind of

problem solving as you're, looking

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at your Google ads accounts and

you're trying to figure out why am

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I not receiving the amount of leads?

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I think I should.

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I've got.

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good traffic.

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I've got good click through rates.

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I've got all the other good metrics

that we're looking for, but I'm just

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not seeing conversions come through.

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So tracking those button clicks,

all the way through your funnel will

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give you insight into what's going

on, along your conversion funnel.

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to keep piece going.

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the button clicks, you can see

if people are going to click.

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Your phone call right away instead of

going to a forum or instead of going

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to other places on your website, if

you see, they're always going to a

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phone call, then you can assume they're

getting the phone call, but it's really

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important to track that actual phone call.

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So there's lots of different systems you

can use to listen in on the phone calls

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to make sure that the sale is actually

happening instead of just hoping for

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the best and hoping that the phone call

is resulting in a sale, having software

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like call tracking metrics or something

like that, just to make sure that.

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The person that's answering the

phone is doing their job as well.

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It's really important.

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And inside of call tracking metrics,

just for people who don't know

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what that is, you can rate the

calls based on the quality, which

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is really great for Google Ads.

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So we send that information back

through to give Google Ads more

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direction with what's a good lead?

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What's a bad lead?

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so you go in and you can rate those

calls like a one star to a five star,

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a wrong call, whatever it might be.

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So the more information that you can

give in that type of software is

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really important because if you think

about it, that's the only kind of

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direction that you get for phone calls.

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that is hard to track.

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So it's important to fill

those out as much as possible.

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It's also good to have call tracking

metrics because you can see how

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many missed calls there are as well.

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So some of my clients, they have

call centers, but even at that

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point, they don't know that, hey,

out of this month, maybe you missed

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20, 30 percent of your calls.

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And when Google ads can be

expensive for CPCs, then.

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Making sure that you don't

miss these calls is going to

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do a lot for your business.

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Yeah.

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Yeah.

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Because it's a huge roadblock.

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Sometimes like we see it all the

time where we're going to call

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tracking metrics and I'll say, Hey,

I haven't gotten that many leads.

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We'll go in and they'll be

like, 20 unanswered calls.

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that's a really important point.

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I think too.

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this is something that Glenn, one

of our teammates at Solutions Aid

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has set up for this campaign here.

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for this client, A book of TOR form

and they also have calls, So we have

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16 button clicks in the last 14 days,

but what you'll see is that actually

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only half of them ended up converting

and actually filling out the form.

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So we're missing a lot of

opportunity there, or there's

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something that's happening.

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What we're thinking is maybe the

landing page isn't optimized.

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So that's why people click on the button.

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But they don't actually convert.

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Maybe it's too long, too difficult,

something wrong with the landing page.

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We're seeing this happen.

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And that's how we're working with the

client to help them resolve this problem.

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Yeah, you actually touched on

a really important thing that I

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don't think we talked about yet.

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And it's just the forms.

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And the difference between having only

the most important information on a

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form and making your form really long,

What should an optimal form look like?

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What do you think an optimal form

should look like for lead gen?

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That's a good question.

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it's difficult too, because with

performance max, sometimes we want

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them to have that longer form.

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but from a client experience

point of view, it's nice to

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have some short and sweet.

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but unfortunately a few extra questions

in there helps weed out the people

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that you don't necessarily want to help

qualify them before they submit the form.

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how the form is structured

really depends on which stage

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the client is at in the funnel.

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for example, if the form or the landing

page is right after they click on the

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ad, then you'll definitely have to

have more information on there because

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people don't know anything about it.

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But if this is a landing page or a

form Within your website, the people

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have already gone through all of the

information on your website already, then

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maybe you don't need as much information

on that landing page, compared to that.

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think it's a balance between Having the

basics and then having a few of those

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qualifying questions to make sure that

this is a lead that's actually going to

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be worth it, for the client to follow up

on while not scaring them away with 50

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question form that they have to fill out.

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So making it not too intense, but intense

enough that only someone who is Interested

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in the service would actually fill out.

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So I think it's finding that balance.

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And then also your rate Carmen,

it depends on, how far down

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the funnel that they are on.

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And it also can depend on what type

of campaign you're running with PMAX.

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You can get, a lot more traffic

that might be lower quality.

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So having those forms that are a

little bit longer, I will help weed

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out those unqualified leads for sure.

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What about CRMs, you guys?

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So all the information that we're

talking about, all the lead forms that

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are captured, all the phone calls that

are captured have to go somewhere.

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So it's really important

to have a really good CRM.

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we do see a lot of clients come in that

don't have a CRM or don't have it set up

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properly or that don't know how to use

it, or their team isn't using it properly.

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So it's really the fundamental piece

of all your business information

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should be fed into the same spot and

making sure that you're using the

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information that's captured in there.

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in a really smart way.

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so I know our team spends a lot of

time going into our client CRMs.

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If we have access to make sure

that we're using that data properly

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to make decisions for our ads.

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if you don't want to share your CRM

access with your Google Ads agency

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or whoever you're working with, just

having some sort of tracker that.

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That allows them to see Hey, we had

a good lead come off of this keyword.

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For example, HubSpot will

show you all this information.

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So if you're working in HubSpot, you

can create a separate, Google doc or

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Google sheet or whatever that just

allows them to know, like on this

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date, there was a really great lead

that had this keyword attached to it.

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And this is the detail of that

lead, like it could have been.

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It could potentially be a 20,

000 sale or something like that,

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because it helps us also identify

where to push a little bit more.

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So if we've seen, some trends where

this one keyword is bringing in

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really good quality leads that might

be, in the thousands of dollars.

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We want to focus on that keyword for you.

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we need that information from

your CRM in order to optimize

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further, your lead gen campaigns.

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I think that's a really important part

that a lot of lead gen businesses

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don't necessarily spend enough time on.

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It is cumbersome and it can be complicated

and hotspot, but truthfully, just

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having those basics set up, And there's

lots of tutorials online as well that

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people can use to help set up their CRM.

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So I think that it's

worth the time for sure.

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because sometimes when someone enters

a CRM, it doesn't necessarily mean

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that they're converting automatically.

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So knowing how long they've been

in the system, having some sort

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of automated email campaigns to

remarket, reach out to them is also

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a really good way to, Methods to

develop that relationship further.

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Another thing we can talk

about is remarketing.

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So you can use lists from HubSpot

or from, your website or whatever

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to remarket for lead gen.

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I had a really great example

of a client who had It was a

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course that they were, selling.

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Actually, there was four different

courses that they were selling.

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And for each course we had, its

own CTA, its own, form, everything

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like that, through the funnel.

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So what we ended up doing is

setting up, Four different

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YouTube remarketing campaigns.

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And we would base our audiences

off of those different courses.

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And, we would have your typical

remarketing audiences, add to carts,

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form submission, all those three

marketing audiences that we usually use.

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But on top of that, you can also

use remarketing from HubSpot,

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for example, just to really.

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circle back with a YouTube video

that really calls out that specific,

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action that they took for this one.

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It was a course.

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So it, it was that specific course

that they didn't end up purchasing, but

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they spent a lot of time looking at it.

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They downloaded the free mini course,

for example, or whatever it was.

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and then just tailoring your

remarketing as close to that

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call to action as you can.

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And YouTube remarketing

works really well for this.

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I've had lots of clients, for

lead gen that we would focus

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on, a lot of remarketing, that

would work really well for them.

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Great.

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Absolutely.

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I think we might have

overwhelmed them, but it's okay.

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if any of our viewers have any

questions or if any topics you'd like

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to hear, the Gad's Girl is shared next.

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Leave your comments below and

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