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Tips and tricks. How to get more leads with Google Ads?

6 minutes of reading
Tips and tricks. How to get more leads with Google Ads?
Category SEO

Google Ads is just one of the many tools you can use to gain new business leads. However, if you’re not using it in the right way, then it might not be helping you as much as it could be. Here are some tips and tricks that will help you get more leads with Google Ads, along with information on some of the factors that could influence your ad performance and how to deal with them effectively.


What is lead generation?

Lead generation is a marketing term for attracting new customers. There are several different ways to do it—the most common being through paid ads, content marketing, email marketing, direct mail, etc. The goal of lead generation is to get your website in front of a customer’s face so they can consume your product or service.

Types of leads

  1. MQL (Marketing Qualified Leads), i.e. marketing leads – we are talking about contacts that have shown interest in the sales offer, but still require additional analysis to be finalized.
  2. SQL (Sales Qualified Leads), i.e. sales leads – the most important on the transaction path; these are contacts that have undergone the verification process in the sales department.

What is Google Ads?

Though you may know what advertising is, we’re guessing that Google Ads is a bit of an unfamiliar term. Simply put, it’s a service provided by Google in which advertisers pay to have their ads show up next to relevant searches or on websites. It’s actually really simple – when you search for something using Google , there are ads that show up alongside your search results.

The same thing happens when you visit a website – there are often advertisements displayed as well. Google makes money from these ads through AdWords, which allows businesses to bid on keywords so that their ad shows up more frequently than others. When someone clicks on one of these ads, they’ll be taken directly to the advertiser’s website where they can learn more about them and potentially buy their product or service. The advertiser pays each time someone clicks on one of their ads.

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Step by step

Step 1: Preparation of the strategy

This is one of the most important steps when it comes to advertising a business. You can have a killer ad, but if you’re not targeting your prospects or have no keyword strategy, you won’t receive much business from it. Remember that there are different types of ads for various purposes, such as text ads (search results), image ads (display network), shopping feed ads (Google Shopping). Make sure you know what kind of ad that suits your marketing goals.

Step 2: Preparation of analytics

AdWords is not just about selecting ad text. It’s also a great tool for collecting data. Analytics from AdWords help you determine which ads are performing well, and allow you to easily track your campaign’s ROI. You should not just aim to get as many clicks as possible. Instead, focus on maximizing your conversions/leads (or any other goal) by directing traffic toward high-converting keywords that align with your target market’s interests.

Step 3: Landing Pages – what it is and what are the types?

Before you start advertising, it’s crucial to think about how a user who comes across your ad will be directed. A landing page is a web page that is made specifically for an advertisement. The purpose of a landing page is to provide value without being overly promotional. Typically, when creating landing pages, we have to remember that search ads tend to have lower click-through rates than display ads or social media ads – but they can also be more targeted and effective if done correctly.

Step 4: Launching the campaign

So now you have the draft of your message—now what? This is the step where you must decide how to launch your campaign online. Choosing a platform on which to promote your video can be the difference between 1,000 views and 1 million. YouTube boasts over a billion users; Facebook has 1.7 billion monthly active users. Now it’s time to share your ad on social media. It’s easy! Just log in to each of your accounts and paste in that URL from before!

Step 5: Campaign scaling and optimization

While your campaigns are getting off to a good start, you need to consider ways to make them better. How can you find untapped sources of traffic? Where can you add negative keywords? What’s working, what’s not, and how can you optimize your campaigns for improved performance? This is where a tool like AdWords Editor comes in handy.

You can use it to dig into your ad groups and see which ads are performing well—and which ones aren’t. It also lets you see if there are any problems that might be causing underperformance, such as too many broad match keywords or poor-quality landing pages. If so, you can remove those specific elements from your campaign or adjust bids accordingly.

Step 6: Launch remarketing

What is it? Remarketing, also known as retargeting, is a powerful marketing tool that enables you to show ads to your audience across different websites. By showing targeted ads to people who have already visited your site or used your service, you’re able to reach them at a moment when they may be ready for purchase. It can help turn browsers into buyers. How does remarketing work? When someone visits your website or uses one of your apps, remarketing tags their browser or device so you can target them with personalized ads elsewhere on the web. This works even if they don’t click on an ad—they just need to visit a site where advertisers are running remarketing campaigns.


PPC ads work like advertising on a billboard. When you create an ad, you set your budget, put in your bid, and tell Google how much you’re willing to pay for each click-through on your ad. You can also choose what kind of people you want to see your ad. Then, whenever someone searches for keywords related to what you offer, your ad will show up at the top of their search results page.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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