Beyond Budgets: Navigating the Nuances of Scaling Google Ads for Profitable Leads

Are you prepared to elevate your lead generation search campaigns, characterised by frugal spending yet profitability, into substantial sources of growth? If so, it might be opportune to consider the expansion of your Google Ads account.

Though every nascent Google Ads account commences from a modest position, there reaches a juncture where refining campaigns can lead to augmented lead generation. This guide is formulated to aid you in this process by providing detailed insights into:

• What to anticipate when scaling a Google Ads lead generation account.
• The constituents involved and the elements within your control.
• Practical steps to enhance your PPC results.

Determining when you're ready:

When contemplating scaling, there are two primary approaches:

1. Maximising results from a single ad platform.
2. Expanding to new platforms.

This article centres on the former, specifically concentrating on leveraging Google Ads for lead generation. Scaling a budding Google Ads account involves more than merely boosting your budget and hoping for a proportional rise in leads. It necessitates navigating new settings, seeking additional client support, and reciprocating insights.

Indicators that you may be ready to scale include:

• Remarkably profitable campaigns suggesting underinvestment.
• Low impression share or click share, indicating untapped search volume.
• A highly converting primary offer alongside other offers not being promoted.

Questions to ask when scaling Google Ads:

Merely increasing spending is insufficient when scaling a Google Ads account. Consider these nine tactics that collectively and individually influence growth:

1. Are you targeting the right locations?

When aiming to broaden your reach, consider exploring additional geographies beyond your current targeting. Once you've maximised your impression share in existing areas, local campaigns can benefit from expanding location targeting. Explore targeting different versions of the same area, such as different counties, ZIP codes, or radii around specific locations. This nuanced approach captures a slightly different audience within the same geographical scope.

Side Note: Utilising the "Presence" setting, rather than "Presence or interest," in advanced location settings can further refine your targeting for better results.

2. Do we have the right mix of keywords?

Scale up your campaign by introducing new keywords that are relevant to your industry or address specific problems. Beyond your initial set, explore location-based keywords to tap into local searches. Experimenting with match types, particularly incorporating Broad Match, can significantly widen the scope of your ads and capture a diverse range of search traffic.

3. Is the spend allocated correctly?

While increasing your budget can propel early-stage search campaigns, it's crucial to monitor conversions as spending rises. Carefully assess the effectiveness of your placements and be discerning about budget allocation. If certain placements are not yielding desirable results, consider excluding them. Additionally, contemplate creating new campaigns with distinct goals to diversify your approach and maximise the impact of your budget.

4. Are our landing pages up to scratch?

Enhance the effectiveness of your campaigns by developing dedicated landing pages. These pages should be meticulously crafted to be relevant, uncluttered, quick to load, and feature a clear and compelling call to action. Dedicated landing pages allow you to tailor the user experience specifically for your campaign, increasing the likelihood of conversions.

5. Are we sending traffic to the correct landing pages?

Continuously optimise your landing pages by experimenting with various design elements. Pay attention to load speed, employ clear headlines that align with your ad copy and keywords, place prominent and easy-to-fill forms strategically, and showcase credibility above the fold. A/B testing different variations will help you identify the most effective elements for boosting conversions.

6. How is the form performing?

Tailoring your forms is essential for collecting valuable information and qualifying leads effectively. Include fields that are pertinent to your specific industry or campaign goals. Qualifiers, such as company name or location, can help ensure that only prospects fitting your criteria fill out the forms. Additionally, instil confidence by incorporating elements like a secure data icon to address privacy concerns.

7. Are leads being qualified and monitored?

Connect your lead generation accounts with CRM data to prioritise leads that align with your business outcomes. Beyond standard contact information, consider incorporating qualifiers like specific dimensions or measurements if applicable. Analysing CRM data enables you to distinguish between leads with high potential and those that may require further qualification, streamlining your sales efforts.

8. Can we set up enhanced conversions?

In the evolving landscape of online tracking, Enhanced Conversions can be a valuable tool. By providing Google with personal data such as emails and phone numbers, you enable better cross-platform tracking, especially in a cookie-less future. This additional layer of information enhances the accuracy of your conversion tracking, offering valuable insights into user behaviour.

9. Is Performance Max being utilised to it's full capacity?

After exhausting other strategies and if you have the capability for offline conversion tracking, consider incorporating Performance Max. Align your campaign objectives with Target CPA or Target ROAS based on qualified leads and revenue data. This advanced layering can provide a more nuanced approach to bidding, ensuring that your budget is optimally utilised for the most valuable conversions.

...and finally:

Implementing these strategies collectively can contribute to a comprehensive and effective approach to scaling lead generation on Google Ads. Each step builds on the other, offering a nuanced and strategic path to expanding your reach and maximising the impact of your campaigns.

If you need help scaling your lead gen Google Ads account, reach out to us on [email protected] to see how we can help.