Google Ads Lead Generation Campaign Strategy to Increase Conversions

[00:00:00] the answer of we're probably not getting enough or we're probably not getting any is an unacceptable answer that no one would ever hold anybody accountable to let's start let's start there let's go and gats five uh just to give you some context John basically the the main concern that the client has has is in regards to lead volume I've been trying to run the account in Broad on a tcpa I've also tried the account run or not exact on a Max clicks and I also recommended them to improve the website because they had like a 12 question form um that nobody was filling out so they made it shorter and a little more specific for both websites um but they're still not happy with the volume they're get it basically wait sorry you said they're not happy with the lead quality but then you said they're not happy with the volume no just volume the only problem is volume oh okay so if the only problem is volume

[00:01:17] why not add budget what they what did they say when you suggested budget we are not spending the full budget yet we haven't even reached the full budget yet and the Target CPA that they're looking to get it's between 100 and 150 um and we're not there yet either so my here's one one thing uh I don't think we're tracking all of the conversions um for uh so they have book an appointment on the homepage that one's being tracked right yes correct that is that goes to the thank you page okay um what about the chats so I know that that they used to get a lot of chats um and then chats fell off and then they fired the person that was supposed to fix it and then the other person became disinterested and then the other person came back and she's like we just turned something on and that's where we're at but they were getting probably 10 chats a day yeah so the the web guy I I have not been able to find a way to track this one um and

[00:02:48] the web guide said they haven't gotten a lot lately well of course the person that's not going to want to work is going to tell you that right uh do we have do we have access to the chat no we don't but I can try to get it let's get that first so this is um so the outside of app metrics that we're going to track are things like CAC or enac um we can identify that by looking at the amount of leads that they attribute uh or sorry leads that they can see on their end not in Google ads but on their end divided by spend so what we're going to do is unfortunately we have to teach lead generation clients how to be good business people which means if we see 10 chats coming in and three are ignored and two are late and and and two are actually good and that kind of stuff what we have to ask is hey you're you're spending $150 cost maybe less about $100 cost per chat and those are not going anywhere I guarantee you

[00:03:50] if the tech person is like ah we're we're probably not getting a lot like they don't know that's not a that's not a a viable answer um imagine them paying us and say hey how's Google ass doing like it's probably not you know you're probably getting good like that's that's kind of the same answer we wouldn't be held accountable to it we should not hold other people accountable to that we have a higher standard so let's work on getting access to the chats that was also something that that did really really well for them there was tons of and most of them were were chats uh now we haven't tracked for probably a year but the person that I was doing business with uh Cali at the time um there are many variations of passages of larm if available the majority has suffered by injected humor whoa we got to make sure that they can update their site too that's Laura msum uh default T text um just as a side note let's let them

[00:04:47] know about that um but the but the point in time that we have to measure is the leads that they see on their side um not what's in Google ads because I think Google ads were close like if we check if we tracked chats in the last 30 days we're we're within goal at 162 and this is just a lead the calls online call tracking and calls from ads um just just so everyone's clear what is the um cost per lead goal 100 to 150 okay and and and they're wanting to see 100 to 150 inside the Google ads dashboard or in total business metrics what I've been trying to do is since um they have not been picking up the phone sometimes in call tracking metrics I've been kind of like using that like hey you're having these calls you're not picking them up they're not going to be transfers to Google ads therefore they won't show up here so in the last call that I had with them I kind of like just grabbed all of it all the data from both

[00:05:46] the forms and the and the calls and just kind of like do like a blended CPA um so they're not necessarily looking at Google ads right now but I'm just trying to like anticipate to anything that they may come up with um yeah we have we'd have to measure their back end um so what we want to do is we want to hop into their tool and say Here's how many chats phone calls whether they answer it or not and leads and then say by the way the difference between the cost per lead that we're generating and the cost per contacted lead is 50% off you're not answering your calls you're not answering your chats you know those things we have to because right now what they're doing is they're saying my business is failing so let's cure it with more traffic and that's what they're trying to account for is they won't look at necessarily themselves because like you said they're not answering every phone call but what they want us to do is

[00:06:51] deliver more phone calls that they won't answer which is not going to affect the metric they're trying to hold us accountable to which is in fcpa that's why in CPA doesn't work that's why inep metrics fail every time so what we have to do is is gain access to more than they want to us to give access to and our reasoning is is I can't help you unless I know where the fail points are and the answer of we're probably not getting enough or we're probably not getting any is an unacceptable answer that no one would ever hold anybody accountable to let's start let's start there that that's the first thing is is we'll have we we can never look an app an app does not mean anything um we have to look at what is actually Landing because their sales team if they're good you win if they're bad you fail Dean so you have to hold them accountable before they hold you accountable first I think that's a really good idea to have those two data

[00:07:56] points John like I've never thought to do that you show them the cost per lead of answered calls and the cost per lead total and say like look like you're making your own cost per conversion go way up by not answering calls yeah and if you add money to this it just becomes more expensive as your team will not get better they especially will not scale an efficiency with more dollars that I put into the account the no the the way that I would say this too is I would actually I would go most of the time for me like as I I have a real harsh way that I deal with clients I would say hey I think we're not the right fit you're gonna fire me based on your team's in ability to contact the leads that I'm delivering and my reputation means more to me than what your business apparently means to you so I usually have a real hard fast line in the S but the way that I manage it is I hop into only the backend

[00:08:51] clients and I say what happened with these leads and when they go um now they're they're flipping everything around they start to look at their inter tal team so what I would say Dean is a good idea is to say I'd like actually like to decrease costs because I am outpacing your team they're not contacting the calls they're not contacting the chats and if you're asking me to fix Google because your team isn't answering the calls we're going to make this work worse it's gonna be more expensive we need to actually back down the spend to what your team can handle because it seems that we may have a staffing or operations issue based on these facts not opinions these facts this is how many leads generated this is how many leads were contact this how many chats came in this how many chats went unanswered took two to three minutes for people to answer the chat you can see that they went dormant by

[00:09:41] there and weren't responding back the people that are landing in the inbox the people that are landing in the CRM are not being contacted and they're one back button away from three of your competitors all those things that are are the reasons we will live and die by how proficient their sales team is and we're outpacing their sales team and you're asking us to outpace them further I do not think that's a good business decision for you this is client management gold everybody like if if anyone has any lead gen clients who are asking for more lead quality like this is such a good strategy well so let's start there let's bring it back thank you John I will do that I I think I kind of flipped it last time so I don't think they're BL blaming us right now because I show her like 50% of calls not being answered and and each call costing them $100 so they were like oh these people are not good like they

[00:10:32] said bad things but not about us just about their team um so yeah I will try to get access to the other like the live chat and and see what else we can do thank you sounds good John can can I say the slightest cave yet yeah you can you can um I first of all first time caller longtime listener and agree with everything you're saying thanks for being on the show Kobe yeah thanks thanks for having me um my only cave is so yeah we're looking always looking at like the end number like what are we actually trying to do don't live in an app but uh will you agree that once you you're looking at things properly you can use inapp just as your Baseline like you know these numbers aren't real but um if I'm moving something in this direction say you have a CP ql or something and it's like youve decreased it in app and then you go and verify that you've decreased it somewhere else you still use that indication or do you solely just look

[00:11:31] non do you know what I'm saying no you can absolutely what I'll do is I'll use the backend metrics and then draw a correlation between what the frontend metrics look like and find the Delta of the attribution there yeah so for for my other little company travelo it's 50% I tracked 50% of every e-commerce sale in app and I'm the only one running any sort of marketing for my own company so I see 50% of the data you this last week though it was 40% I had a like a $44,000 in revenue and I actually made like 10 so what I will do is draw a correlation of okay A 180% T row as and 180% row as goal instead of Google ads will get me a four and then I make sure that Delta is not increasing or decreasing so I'll know how to maintain my attributed metrics in order to influence my backend metrics yeah perfect okay but every client will be different with the just depends on their sales cycle and how much their site is their site speed

[00:12:27] actually affects more than anything else oh Regina was talking about sight speed the other day well think about it how when when you hit a thank you page how fast you usually leave that thank you page after you place an order Z right now how many seconds does that P page take to load yeah yeah I think what is it we gotta find out they say like Dom ready I I just know because I've had if it's not firing book enough you're not gonna even record that and if it doesn't go through all of the tags and firing the conversion tag on that page Google says nothing happened so your sight speed on the thank you page and how fast those people leave will depend on if your in at metrics are even trending in the right direction or if some people start to leave faster or slower your rowes goes up and down that's stupid right cool all right so today we have a very fun topic that we're covering yes we we sure do today Daniela

[00:13:32] we are talking about the importance of lead quality conversations and measuring your cost per lead versus