PPC Lead Generation Services

Best practices for tracking lead gen conversions are tracking when someone completes a form, calls your business, books a demo, or otherwise submits their contact information or requests information. It does not indicate a completed purchase, but that they converted and became a lead.

This varies widely by industry because factors like your average order value and your overhead influence how much or little you can pay for a lead. Also, for companies that rely on repeat business, it may make sense to allow a higher CPL in order to get someone in the door who becomes a repeat customer v. a company that doesn’t rely on repeat business. The key is to know your business objectives and calculate what makes sense for your business and model.

There are a lot of factors that play into generating qualified or unqualified leads. Common reasons can be:

• Broad match keywords.
• Vague or generic ad copy.
• Forms that are “too easy” and don’t screen against spam.
• Lacking negative keywords.
• Using generic or irrelevant landing pages.

It depends on which are more vital to your business. If you have urgency (think emergency-type services), phone calls will usually translate into business faster. If your sales process is longer and involves a lot of information gathering, you may optimize for forms. Usually the answer is to focus on both.

You can integrate Google Ads with CRMs like HubSpot, Salesforce, or Zoho. Tools like Zapier, CallRail, and offline conversion tracking can help bridge the gap from ad click to actual sale. Unfortunately, Microsoft doesn’t currently have an integration with HubSpot but you can still receive leads from Microsoft into your CRM.

Use reCAPTCHA on forms, implement lead validation tools, and monitor IP addresses and geolocation. Exclude suspicious behavior patterns in your audiences.

Top-performing pages tend to have:

• A strong headline.
• One clear CTA.
• Social proof (testimonials, reviews, case studies).
• Trust badges or guarantees.
• Mobile responsiveness and fast load times.