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How to effectively acquire leads with Google Ads?
Gaining leads with Google Ads is a pleasure! Such contacts in Google Ads can be divided into two types:
- leads that generate directly in the Google Ads system
- leads that generate through contact tools on your website.
In the article I will describe the opportunities for acquisition in both cases.
Leads acquired directly in the Google Ads system can take the form of contact forms or phone calls.
Contact forms in Google Ads
The first of these, contact forms, are obtained using the so-called “contact form component”.
Creating such a form takes a few minutes and is trivial. Go to “Components” and then “Contact forms” sections.
After clicking the white plus on the blue background, we will be shown the form configuration view. We can assign our form to the entire account, or to a campaign of our choice. After designing the form’s header and description, we can select predefined responses. The choices include phone number, email, city, zip code, region or country. We can tag the form with a graphic and a CTA (call to action). Once you have configured the form, you can integrate it with your own CRM or download contacts manually from the system. If you want to do this, follow the instructions below:
- In your Google Ads account, click the Campaigns icon.
- In the section menu, click the Components menu.
- Click Components.
- On the “Components” page, click Contact Form.
- Under the Contact Form component, click CSV or CSV File for use in CRM.
You can open the downloaded contacts using Excel or in Google sheets.
Phone Contacts in Google Ads
The second is phone calls, generated using the call component or click2call campaign.
Calls extension is a feature in Google Ads that allows you to add a phone number to ads displayed in search results. This allows users to call you while the ad is displayed, even before they enter it. You will configure this extension in the same way as the form component. You can add the phone number to an entire account, campaign, or ad group. You can find information about the number of calls generated using this resource in the campaign statistics.
Another way to generate leads in the form of calls is through call ads campaigns. Call-generating ads are a type of search engine campaign that focuses on generating phone calls rather than landing page visits. Such ads display only on devices that can be called.
To create such a campaign, go into the New Campaign Wizard and proceed as if you wanted to create a search engine campaign. If you don’t know how to do this, you can use the tutorial titled. “How to create a search network campaign “. In the menu for selecting campaign targets, select “Phone calls – contacts to potential customers (call from ad).” This will set up a search campaign whose conversions will be phone calls to your company.
Landing Page to generate leads
That’s it when it comes to the possibilities of acquiring contacts using Google Ads without going beyond Google Ads. The next opportunities will require you to prepare a Landing Page or an appropriate section on your site where the recipient can submit a form. If you want to prepare a perfect LP, refer to the article titled “How to create perfect landing pages in Google Ads“. In short, you should focus on 5 main aspects:
Content focused on results – the content of the landing page in Google Ads campaigns should be tailored to the message of a specific ad.
Clear CTAs – clearly declare to the recipient what action you expect from them.
No distractors – Remove irrelevant links, navigation options and unrelated information from your offer.
Adequate design – Uniform branding and images create a cohesive experience, reinforcing the connection between the ad and the landing page.
Responsiveness and speed – seamless user experience contributes to higher conversion rates.
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Campaign-in-search
The most common type of campaign that will allow you to get a satisfying number of leads is the search engine campaign. In the previous part of this article I gave you a link to a tutorial on how to set up such a campaign, so I won’t repeat myself. If you need support, check out that link! If, on the other hand, you are already at the setup stage, use the following tips. They will increase the effectiveness of your campaign and translate into acquired contacts.
Longtail phrases (with long tail)
Use long-tail keywords in your Google Ads campaign. These are known as long tail, or extended phrases. Long-tail phrases contain at least three words and are more precise. This will help you display ads to people with clear expectations. So instead of “English course”, you can use the phrase “English course for adults online”. Using this practice, you will get users with a clear intention, who show a higher probability of conversion.
DSA campaigns
If you have a developed website and your service offerings are extensive, use a DSA campaign. This is a type of search engine campaign that creates the ads it will display to the user itself. It does this based on the content on your website. It’s a good way to study users’ intentions and learn the phrases they use to find the services or solutions they are interested in. By creating such a campaign, you will get information about the keywords that users type into the search engine. Based on this, you can modify the list of words in other campaigns, as well as adjust the elements included on the website.
Performance Max Campaign
Performance Max is a goal-driven campaign type that allows you to access all of your Google Ads resources in a single campaign. You can display ads within it on the search engine, as well as on Google’s partner network and on YouTube or Gmail. Campaigns of this type are designed to complement keyword-targeted search network campaigns and help you reach more customers across all Google channels.
Performance Max Campaigns help you increase effectiveness based on the conversion goals you set, ensuring an increase in the number and value of conversions by optimizing effectiveness in real time and across channels using intelligent rate setting. Such activities use AI from Google to, among other things, determine rates and optimize budget, creative, attribution and audience lists.
Performance Max campaign is the best choice when:
- you have specific advertising and conversion goals (e.g., increasing online sales, acquiring leads, etc.);
- you want to maximize the effectiveness of your campaign using any display ad channels;
- you want easy access to all of Google’s ad channels with a single campaign;
- you want to get an additional increase in campaign reach and conversion value over keyword-targeted search network campaigns;
When setting up Performance Max, you can indicate the types of conversions that are most valuable to your business (in this case, for example, submitted forms), setting conversion values and defining value rules.
Strategy-setting-stakes-with-target-CPA
If you want to focus your campaign’s performance on acquiring leads, use the right rate-setting strategy. Targeted CPA rate setting is an automatic rate setting strategy that sets rates to help you get the most conversions or customer actions. Google Ads uses the Target CPA strategy to set rates based on the likelihood of getting conversions from an ad. When setting up your campaign, set the target cost you want to pay for each contact acquired. This way, the algorithm will aim to acquire contacts at a certain price.
As you can see, there are quite a few ways to get contacts using Google Ads! I’m keeping my fingers crossed that you skillfully set up your efforts to get the results you want. If you need support with any of the elements, you can contact Digital Agency Qualified specialists will relieve you of the most difficult tasks, so you can be sure that your advertising budget will bring the desired results!