PPC and/or social media advertising will be part of every lead generation strategy. This article explains how to use the Google Ads network to create leads via Pay Per Click advertising campaigns.

The Google Ads Ecosystem is a collection of services provided by Google.

Leads can be generated across all Google Ads networks, including Display, Search, Google Discovery, and Video.

Because it is intent-based, the Search Ads network is more optimized for lead generation than the others. A user has a specific goal in mind and performs a query to find it.

The other Google ad networks function similarly to Facebook. Users are targeted based on their profile, interests, browsing history, and behavior.

Search Engine Marketing (SEM)

Simple Search campaigns are simple to set up and maintain. Different audiences can be targeted at different stages of the funnel – top (awareness), middle (consideration or preference), and bottom (conversion) (Intent, Evaluation, Purchase).

Cold audiences will be attracted to top funnel advertising as they become aware of your brand, services, and products.

Nurture this interest with content marketing methods that reward their time and attention with quality information — whether it’s your blog, original white papers, case studies, or premium, gated content that adds value to your client.

Conversions are most likely achieved when consumers reach the bottom of your funnel, as you may know. When audiences reach the bottom of the funnel, they’re either about to make a decision (making a final assessment) or have already made a decision. They are ready to sign up for your service, leave their contact information, or purchase your product.

Conversions can happen in top funnel searches in some cases, especially for B2C businesses, when the product or service is well-known.

Bottom-funnel tactics aren’t usually successful right away. When a visitor is unable to make a decision, they can be redirected back to the middle of the funnel.

These visitors are excellent for a remarketing or retargeting campaign because they are in the consideration stage.

In this instance, your Search ad campaigns should direct your prospects to more useful information in order to move them further down the funnel – otherwise, no conversions will occur.

Exploration And there’s video.

It may not appear that generating leads using Google Discovery and Video is a natural strategy for the platform. However, for highly prominent, well-known businesses, this, like top-funnel Search, is a viable technique of capturing leads.

Google Discovery targets Google properties such as Gmail’s Promotions and Social Tabs, YouTube’s Home and Watch Next feeds, and Google Discover, filling gaps in Google Display’s ad network coverage.

Google Discovery ads are appealing because they are rich and relevant, and they can increase engagement.

Video, on the other hand, is enticing since video formats can be more dynamic and interesting than the static or HTML 5 advertising offered by Google Display. If a customer has a raw video file that can be transformed into a video ad, this material can be added to the client’s video campaign.

Which Is Better: A YouTube In-Banner Ad Or A Video

The client’s industry and intended target audiences will influence this decision.

Testing the two options is one technique to assist a client in deciding between YouTube in-video banners and video advertisements. These campaigns’ clickthrough rates (CTRs) might assist you determine which advertising and creative assets to use.

However, since both use Google’s Display networks and profile-based targeting, expect low overall engagement and clickthrough rates.

Lead Generation Campaign Placement Strategy: B2C vs. B2B

Running at least one “always on” campaign that stresses discoverability is the best plan for B2B and B2C firms.

Seasonal lead generation campaigns, such as a contest or promotion, are a core activity for large, highly visible B2C firms.

Conversions are more difficult to come by for B2B companies. Lead magnets, such as offers to download an ebook or an industry report, are used for this. Although these conversions do not result in actual client acquisitions, they do provide valuable leads with which to work.

Even with lead magnet conversions, user intent may be minimal. However, converting users at this level is already a gain because you’ve advanced them down your marketing funnel.

The best result from a B2B lead generation campaign is getting bottom-funnel users to contact you and inquire about your products and services. Of course, it is up to your company to decide what constitutes a conversion.

However, there’s one more reason to continue these awareness campaigns: anyone who downloads your ebooks or reports will automatically be added to your remarketing list.

You establish more touchpoints with these audiences once you start remarketing to them. You may have a more convinced, more qualified lead to deal with if your remarketing campaign allows you to collect customer information.

Successfully Capturing B2B Leads

Two things must happen in order for B2B enterprises to establish their own lead generation campaigns.

To begin, your PPC advertising agency must become mini-experts in the client’s industry and treat it as if it were their own. They must become familiar with the ins and outs of the industry.

Second, one must empathize with the target audiences of the client. A PPC marketing specialist must comprehend and experience the feelings of the target audiences toward the services that the business is providing.

This empathy is backed up with a lot of research – a comprehension of the client’s data and the capacity to create campaigns that are tailored to that data.

Evaluate And Collaborate

Consider the Return on Ad Spending (ROAS) and Cost per Acquisition (CPA) while evaluating your campaign (CPA).

To construct an effective lead generation campaign, combine the technical knowledge of your PPC ad team with the marketing team’s aims. Measure, optimize, and capture the leads your firm is seeking for by communicating and collaborating.