How to Optimize Google Ads And Get More Leads In 2024 (Real Results)

Summary

In this video, Matt, Director at Tradesman Digital Marketing, shares how they doubled lead generation for Solar-X, a Canadian solar panel company, in just one month. Key strategies included optimizing conversion tracking, simplifying campaign structures, and continuously testing and refining ad campaigns. By focusing on the right campaign setup, implementing phone call tracking, and improving ad performance through AB testing, they were able to significantly increase leads while keeping the cost per conversion manageable. The video highlights actionable tips for running successful Google Ads campaigns, stressing the importance of testing, tracking, and optimizing for the best results.

Takeaways

• 😀 Proper conversion tracking is essential for optimizing Google Ads campaigns, ensuring accurate data collection for better performance.
• 😀 Always ensure that both lead form submissions and phone calls are tracked, as they are key indicators of campaign success.
• 😀 Simplifying campaign structure by reducing the number of campaigns and targeting at a broader level, such as the provincial level, can improve budget allocation and performance.
• 😀 Don't limit campaigns to specific cities; share budgets across broader regions to avoid underutilized or overburdened campaigns.
• 😀 Performance Max campaigns may not always be the best option; testing search and call-only ads is crucial to find what works for the business.
• 😀 A/B testing ads regularly is vital for improving click-through rates, quality scores, and ultimately generating more leads and sales.
• 😀 Flexibility is key—be willing to test and change campaigns based on data rather than sticking rigidly to one campaign type.
• 😀 Landing pages generally convert 4-5 times better than standard website pages, so use them to maximize lead generation.
• 😀 When a client is unwilling to switch to landing pages, continue testing different website pages to find the best-converting options.
• 😀 Keep track of progress and ensure regular optimization by using tools like the Google Ads Optimization Checklist to review and refine campaigns on a weekly, monthly, and quarterly basis.

Q & A

What was the main objective for the solar company in this case study?

The main objective was to generate more leads, as the client was satisfied with their cost per conversion but wanted to increase the number of leads they were receiving.

What was the result of optimizing the Google Ads campaigns for the solar company?

By the end of August, the number of leads increased from 182 in June to 393, with the cost per conversion decreasing from $76 to $73.94.

What key issue did the team identify with the solar company's conversion tracking?

The team found that some of the forms on the website were not tracking conversions, particularly for residential and commercial solar inquiries. This was fixed to ensure proper tracking of leads and phone calls.

Why is conversion tracking crucial in Google Ads campaigns?

Conversion tracking is essential because it provides data that allows Google Ads to optimize campaigns effectively. Without this data, Google can't properly assess campaign performance or allocate budget to the most effective areas.

What was the problem with the solar company's original campaign structure?

The original campaign setup had over 50 campaigns targeting individual cities, which made the account overly complex. This resulted in inefficient budget allocation, with some cities exceeding the budget cap while others received no budget at all.

What was the solution to the campaign structure issue?

The team simplified the structure by targeting at the provincial level rather than specific cities, allowing for better budget distribution and optimization by Google Ads.

What types of campaigns did the team test, and which performed the best?

The team tested Performance Max campaigns, Search Ads, and Call-Only Ads. The Search Ads performed the best for this client, generating the highest-quality leads.

Why did the team avoid using Performance Max campaigns for this client?

The Performance Max campaign did not perform well, and since the client did not have a CRM integrated to funnel sales data back into Google Ads, it would not have provided high-quality leads.

How important are landing pages in Google Ads campaigns?

Landing pages are crucial because they typically convert leads at a much higher rate than regular website pages. They focus on a single goal, which helps increase conversion rates.

What is the recommendation for creating landing pages in Google Ads campaigns?

The team recommends using landing page builders like Landing Le, which is affordable and easy to use, and they also suggest testing different landing pages to find the best-performing ones.