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The latest episode of Better Call Paul, as we continually discuss tools, processes, and tactics of lead generation.

Check out the video optimizing paid search for lead generation.


If your firm is running Google ads, how do you know it’s being optimized properly?  Let’s revert back to your goals; driving increased revenue and ROI.  The better qualified leads your sales team gets, the more sales opportunities and thus more closures.  Here’s 3 items to look at.

First:  Offers.

One of the best things about paid ads is you can test messaging and offers. Prospects expect that. And this is a big difference between paid and SEO.  If your firm is lucky to be ranked in the top half of Google for a keyword; great, but your website better be persuasive enough to drive leads, or you’re wasting your SEO investment.  Paid ads typically drive traffic to landing pages, where the content, offer, and proof are all combined to encourage conversions and leads into your funnel.

Here’s the tricky part.  Aligning offer with what I call “buyer intent” keywords.  Let’s use CRM as a product for example.  And you’re buying the keyword “CRM Software” as a phrase match, meaning other queries may complement your seed keyword.  Now let’s say your offer is Free Demo in your ad.


If many of the queries include “learning keywords” such as:  How do I.  What’s the best.  Reviews for.  Features of, then your audience is not ready for demos.  This is where lead magnets come in.  Give prospects in learning mode an eBook for example, where those leads enter your pipeline, and you start building trust and relationships.

If many of the keywords include “need” keywords such as Companies, Firms, Solutions, Vendors, Platforms, etc. then the prospects are in buying mode; and the Free Demo makes sense.


Separate campaigns into two- “mid-funnel” and “bottom-funnel” and align ads, keywords, offers, and landing pages based on the funnel level, which will increase conversion rate due to relevancy.  Get it?


Second:  Bidding, Rank, and Cost-per-conversion

Here’s my point of view based on my years of experience. If you’re in a competitive space and a limited budget, you can still make Google paid work.  First, if you’re B2B, your prospects certainly are doing research and clicking multiple ads and listings in their exploration of solutions. Yes, if the offer and message are relevant to the keyword searched, the top 1 or 2 ads will be most likely clicked as part of a prospect’s exploration, plus some organic listings if a company is lucky enough to be on 1st page, competing with directories and aggregators.

But maybe your ad, message and offer are intriguing and you use Google’s 1st page bidding recommendation vs. top of page (top 4 ) bidding recommendation. (Yes I still prefer manual bidding for more control and optimization, but that’s for another day)

Let’s use “CRM software” as an exact match keyword.  And your budget is $100 per day.

  • Campaign 1: Top of page bidding. Average cost per click is $40.
  • Monthly results:  75 clicks. 5% conversion rate. That’s 4 leads. Cost per lead $750.

Campaign 2: First page bidding. Average cost per click is $20.

  • Monthly results:  150 clicks. 5% conversion rate. That’s 8 leads. Cost per lead $375
  • Oh what I work my magic and increase conversion rate to 10%?
  • Now that’s 15 leads. Cost per lead $200.  I think your sales team will prefer more a efficient way to manage Google paid ads.

Think about this, and if you wish more leads, you better call Paul.




You Better Call Paul, Paul Mosenson



Two Ways to Optimize Google Paid Search to Increase Conversions (leads) and Lower Cost-Per Conversion

Upcoming Episodes of You Better Call Paul

  • The benefits of a sales engagement tool
  • How to make paid search  more profitable
  • Content syndicaton secrets- qualifed leads now
  • What exactly is a growth hacking mentality?
  • How marketing & sales can work together much better
  • Key lead generation metrics to monitor for SaaS business
  • Online display advertising and retargeting best practices
  • A demonstration of SparkLead, our own CRM/lead management tool


Let’s Plan a Discovery Call and Begin the Road to More Leads