Category: Paid Advertising

If your Google Ads account is generating leads but your cost per lead (CPL) keeps climbing, the problem is rarely just bids. CPL is the result of tracking, targeting, ads, landing pages and follow-up working together. Here’s the framework we use to bring it down.

1. Fix conversion tracking first

Smart bidding is only as smart as the data you feed it. Make sure you’re tracking real leads — form submissions, calls and WhatsApp clicks — and not page views. Where possible, import offline conversions from your CRM so Google learns which leads actually become customers.

2. Structure campaigns around intent

• Separate high-intent keywords (“dental implants cost near me”) from research terms.
• Group tightly themed keywords so ads and landing pages match the search.
• Use phrase and exact match for core terms; test broad match only with strong conversion data and smart bidding.
• Add negative keywords weekly from the search terms report.

3. Write ads that pre-qualify

Your ad should attract the right people and politely filter out the wrong ones. Mention your location, starting price or minimum order where relevant, and use every useful asset: sitelinks, callouts, structured snippets, call and lead-form assets.

4. Send traffic to a dedicated landing page

• One page, one offer, one clear call to action.
• Headline that mirrors the search query.
• Trust signals near the form: reviews, certifications, guarantees.
• Short forms — ask only what sales genuinely needs.
• Fast load time on mobile.

5. Choose the right bidding strategy

Start with Maximise Conversions to gather data, then move to Target CPA once a campaign has a steady volume of conversions. Change targets gradually — large swings reset learning.

6. Optimise for lead quality, not just volume

Cheap leads that never convert are expensive. Score leads in your CRM, feed qualified-lead and sale events back to Google Ads, and judge campaigns by cost per qualified lead and cost per acquisition.

7. Follow up fast

Response time has a big impact on conversion. Automate instant WhatsApp or email acknowledgements and route leads to the right salesperson immediately.