How to Know If Your Google Ads Are Attracting the Right Leads

In this eye-opening episode of 'Clicks & Clarity with Claire', Google Ads expert Claire Jarrett tackles a critical issue plaguing many businesses: attracting the wrong leads through their ad campaigns. 

Drawing from real-world audits, Claire reveals how seemingly successful campaigns can waste budget on unqualified traffic, leaving sales teams overwhelmed with time-wasters.  She breaks down common pitfalls, such as broad keyword strategies and misaligned ad copy, that lead to this costly mistake.

Learn actionable strategies to filter out irrelevant leads and ensure your ads reach your ideal customers. Claire shares her expert tips on crafting laser-focused ad groups, leveraging negative keywords, and aligning your ad copy and landing pages with your target audience's intent. 

Discover the power of detailed conversion tracking to distinguish between lead types and the importance of regular communication with your sales team to refine your targeting.  Claire also warns against over-relying on Google's automation, emphasizing the need for intentional, strategic thinking in your campaigns. 

Whether you're a seasoned advertiser or new to Google Ads, this episode is packed with insights to help you attract higher-quality leads, improve your ROI, and boost your overall business efficiency. Don't miss Claire's expert guidance on transforming your Google Ads from a budget drain to a powerful lead generation machine. 

Tune in to 'Clicks & Clarity with Claire' and learn how to make every click count!

https://www.clairejarrett.com/

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Transcript

Welcome to Clicks & Clarity with Claire, where we turn Google Ads confusion into conversion. I'm Claire Jarrett, and today we're tackling a crucial question: How do you know if your ads are attracting the right leads?

I recently audited an account where ninety percent of the budget was spent attracting job seekers instead of employers. The result? A sales team drowning in unqualified leads and wasted time. 

This is a common trap in Google Ads, and it's costing businesses not just money, but valuable time and resources.

But don't worry, by the end of this episode, you'll know how to filter out the time-wasters and ensure your sales team only gets the good stuff.

First, let's break down why this happens. Often, it's because we're too focused on the quantity of leads rather than the quality. Remember, not all clicks are created equal.

Google's algorithm is designed to get you clicks, not necessarily qualified leads. It's up to us to guide it towards the right audience.

So, how do we fix this? The first step is to clearly define your ideal customer. Who are they? What specific problems are they trying to solve? What language do they use when searching?

Once you have this clarity, it's time to align your keywords, ad copy, and landing pages with this ideal customer profile.

I recommend using exact match and phrase match keywords for your most important terms. This allows you to create ads that speak directly to the user's intent, increasing your chances of attracting qualified leads. 

But don't stop there. Negative keywords are your secret weapon in filtering out time-wasters. Add hundreds of them if necessary. For example, if you're targeting employers, add negative keywords like "jobs", "careers", "apply" to filter out job seekers. 

Now, let's talk about ad copy. Your ads should act as a filter, attracting the right leads and deterring the wrong ones. Use specific language that resonates with your ideal customer. If you're selling high-end services, mention "premium" or "luxury" to deter bargain hunters.

Your landing pages are equally important. They should deliver on the promise of your ads and speak directly to your ideal customer's needs. If your ad talks about "custom software solutions for enterprise", your landing page better not be a generic "about us" page.

Let's address a common objection: "But Claire, won't this reduce the number of leads we get?" Yes, and that's a good thing! It's better to have ten qualified leads than a hundred time-wasters.

By focusing on quality over quantity, you'll see higher conversion rates, better ROI, and a much happier sales team.

Now, let's talk about tracking. It's not enough to count conversions; you need to track the quality of those conversions. Set up detailed conversion tracking that distinguishes between different types of leads.

For example, don't just track "form submissions". Track "high-value consultation requests" separately from "general inquiries". This will give you a clearer picture of which ads and keywords are driving the right kind of leads. 

I also recommend regular communication with your sales team. They're on the front lines, talking to these leads. Their feedback is invaluable in understanding lead quality and refining your targeting.

Let's address Google's push towards automation. While it can be helpful, it's not always in your best interest when it comes to lead quality. I've seen accounts where Google's auto-applied recommendations led to a flood of irrelevant leads. 

Your ad strategy should be intentional, not left to chance. Use Google's tools, but always apply your own strategic thinking and knowledge of your ideal customer.

Let's recap the key points: Define your ideal customer clearly. Use exact and phrase match keywords for precision. Leverage negative keywords to filter out time-wasters. Craft ad copy and landing pages that speak directly to your ideal customer.

Set up detailed conversion tracking to distinguish between lead types. And always, always prioritize quality over quantity.

Remember, Google Ads success isn't about getting the most clicks or even the most leads. It's about getting the right leads - the ones that turn into happy, paying customers.

By focusing on attracting the right leads and filtering out the time-wasters, you'll not only improve your Google Ads performance but also boost your overall business efficiency and profitability.

That's all for today's episode of Clicks & Clarity with Claire. If you found this helpful, please subscribe and leave a review. And remember, in the world of Google Ads, clarity leads to clicks, and the right clicks lead to customers.

Until next time, this is Claire Jarrett reminding you: Don't let your ads attract just anyone. Target the right leads, and watch your business soar. Goodbye for now!