Maximising Google Ads for Lead Generation: Your Complete Guide

In the age of digital marketing, Google Ads has emerged as a significant tool that businesses leverage to grow their customer base. As a Google Ads expert who specialises in managing ad accounts for lead generation-focused businesses, I understand the value of high-quality, targeted inbound enquiries.

This comprehensive guide aims to decode every campaign type inside Google Ads, providing relevant insights for businesses seeking to optimise their lead generation efforts.

Search Campaigns: Where Competition Meets Opportunity

Known to be costly yet highly effective, Google’s search campaigns represent the metaphorical Colosseum of the digital marketing landscape. As a business, you’ll find yourself vying for top positions against numerous competitors, with the primary objective being to make your brand visible to those actively seeking your services.

Any inefficiencies in this arena often hint at potential flaws in your business strategy or perhaps an inability to match up valuable insights into improving your business operations.

As a Google Ads expert, I always recommend starting with search campaigns, as they offer a solid litmus test of your overall marketing concept and help familiarise Google with your target customer base.

Here’s why I prefer to kick-off with search campaigns:

• It’s targeting the most focused traffic.
• It’s a litmus test for your marketing concept.
• It acquaints Google with your target audience.

Dynamic Search Ads (DSA): Automation at its Finest

While DSAs fall under the Search category, their distinct functionality grants them individual prominence.

Google automates the creation of these campaigns, encompassing targets and ad copy, using content derived directly from your website. DSAs serve businesses well, especially those that have made substantial investments in creating premium content.

However, remember to have a clearly outlined goal and a measure of patience when it comes to DSAs, as they might not yield immediate results.

The deal with DSAs is:

• They’re ideal for businesses with quality content.
• Patience is key – don’t expect instant wins.

Want to know more about DSA campaigns? Watch this video on the SMEketing YouTube channel: What are Google Ad Dynamic Search Ads (DSAs)?

Display Campaigns: The Delicate Art of Display

Display campaigns can sometimes be perceived as an absolute resource-drainer if not handled properly. Google’s Display Network reaches an impressive 90% of global internet users, making it the most extensive advertising network in existence.

However, if you’re tight on resources, you can still benefit by using the Display network for your remarketing efforts. This ensures that you maintain a connection with individuals who have previously shown interest in your services, subtly encouraging them to revisit and take action.

• With large budgets and a proper strategy, outbound display works wonders.
• Limited on budget? Use Display for remarketing.

Learn more about display campaigns in this post: How Can Google Ad Display Campaigns Help My Business?

Video Campaigns: A Picture May be Worth a Thousand Words, but a Video?

Venturing into video campaigns requires a strategic approach. With Google’s rather generous placement policies, your video campaigns will feature not only on YouTube but also on websites and apps associated with Google’s video partners.

Our advice, based on extensive experience, is to focus primarily on YouTube. Be prepared to make a considerable investment, as Google suggests setting a daily budget 15 times your target Cost per Acquisition (CPA) to maximise results. However, if you have ultra-niche targeting in place, you might be able to achieve success with a smaller budget.

When it comes to video:

• Stick primarily to YouTube.
• Large budgets are typically required.

Shopping Campaigns: E-Commerce in the Limelight

Shopping campaigns are explicitly crafted for e-commerce businesses, making use of Google’s comprehensive shopping network. The success of these campaigns greatly depends on:

• A robust, well-optimised product feed
• Significant investment in media, particularly lifestyle images that resonate with your target audience

Read more about shopping campaigns in this post: What Are Google Shopping Ads?

Performance Max Campaigns: AI, the Future of Advertising?

Performance Max campaigns utilise AI to distribute your ads across all available Google inventory. When they hit the mark, they’re genuinely awe-inspiring. Yet, when they fail, it can be an expensive misstep.

We’ve found Performance Max campaigns to be more effective for e-commerce rather than lead generation businesses, mainly due to Google’s ongoing issues with spam.

Remember:

• More suited to e-commerce than lead generation.
• Unwanted spam leads are a potential downside.

For a high level Pmax guide – read this article: A Brief Intro Into Performance Max Campaigns (note that this has not been updated since being posted shortly after the launch of Pmax. There have been many Pmax updates since!).

App Campaigns: Focused on Mobile

App campaigns are specifically tailored for mobile applications. Although they’re not frequently employed, it’s not due to their ineffectiveness, but rather their specific target audience – mobile app users. For businesses offering mobile apps as part of their services or products, these campaigns can be a fruitful avenue for generating leads.

• They’re effective if your service/product includes mobile apps.
• Can be a fruitful lead generation strategy for relevant businesses.

Local Campaigns: Embracing Change

Local campaigns, once a distinct entity, have recently been replaced by Performance Max in Google’s latest update. The initial feedback has been lukewarm, but as Google continues to refine and improve its offerings, I remain hopeful for better outcomes.

• Improvements are expected as Google refines the offering.

Discovery Campaigns: Discover More with High-Value Placements

Discovery campaigns can be seen as an enhanced version of display campaigns, offering specific, high-value placements. They’re an excellent tool for building brand recognition and are particularly suited for growth strategies with considerable budgets.

They’re perfect for:

• Building brand recognition.
• Strategies with larger budgets.

Local Services Ads: Google’s Stamp of Approval

Local Services Ads, the Google-certified campaigns for specific industries, require businesses to meet certain prerequisites for approval. However, once set up, they require minimal maintenance and optimisation.

These campaigns can be a crucial addition to local SEO strategies, enhancing visibility amongst local customers and improving lead generation.

They may have a rigorous approval process, but:

• They require minimal maintenance and optimisation post-approval.
• Can enhance local visibility and lead generation.

Key Takeaways: Your Google Ads Cheat Sheet

1. Search Campaigns: Start here to test your marketing concept using the most focused traffic, and train Google about your audience.
2. Dynamic Search Ads (DSA): These work well for businesses with top-quality content.
3. Display Campaigns: Resource-draining if not properly managed, but excellent for remarketing.
4. Video Campaigns: Stick to YouTube and be prepared to invest considerably.
5. Shopping Campaigns: Ideal for e-commerce businesses, requiring a well-optimised product feed and substantial media investment.
6. Performance Max: Uses AI to cover all Google inventory. Works better for e-commerce than lead generation due to possible spam leads.
7. App Campaigns: Tailored for mobile applications. A less common but potentially profitable lead generation strategy for relevant businesses.
8. Local Campaigns: Recently transitioned into Performance Max. Improvement is expected as Google continues to refine this feature.
9. Discovery Campaigns: Upgraded display campaigns ideal for building brand awareness and growth strategies.
10. Local Services Ads: These Google-certified campaigns are excellent for local visibility and lead generation.

Conclusion: Navigating the Google Ads Landscape

To conclude, Google Ads presents a multitude of avenues for businesses to explore, each with its unique potential and considerations. As a Google Ads expert specialising in lead generation, my primary objective is to help your business grow by optimising these campaigns and driving more quality inbound enquiries. Remember, every campaign type within Google Ads offers a distinct advantage, and the key to success lies in understanding how to leverage each one to its fullest potential.

Unlock the Power of Google Ads with the Help of an Experienced Google Ads Agency

Are you worried about quality of your Google Ad campaigns? Is your current Google Ads agency not supporting you in this area?

As a Google Ads agency in Southampton, Hampshire, we are positioned perfectly to help business owners, MDs and sales/marketing managers with their Google Ads. Get started today with our free Google Ads Growth Review!