20 page slide deck covering tips and tactics to improving your Google Ad Lead generation campaigns. Applicable to both B2B and B2C lead generation and both local businesses and national businesses. More resources on Google Ads; our agency - https://sachistudio.com Google Ads Lead Gen Guide - https://www.sachistudio.com/downloads/google-for-lead-gen/ Youtube channel focused on Google Advertising https://www.youtube.com/channel/UCLQxIRwPjMIrPZ-qMP_6LhQ

1. HOW TO WIN
At Google Ads For
Lead Generation
Convert more and pay less for your leads
By: Dean Hua

2. stand out
Written for all the
businesses who are
losing at Google Ads
lead gen
Typical Detroit Lions Fan. One of
the biggest losing franchise in
NFL history. Don't be a Detroit
with Google Ads

3. More than more than 7 figures in career ad spend
8 years of Google Ads experience
11+ years in digital marketing
Experience across dozens of industries or niches
for lead gen
Based on:
Every bit of advice given in this slide deck is speaking from
the angle of improving conversion rates.
Better conversion rates = more phone calls or form fills.
More phone calls or form fills = winning at Google Ads
Dean Hua, Author.
Director for Sachi Studio

4. 1. Avoid Smart bidding strategies
At least in the beginning of a new campaign.
Max conversions
Target CPA
Impression share bidding
Target ROAS
Examples of smart bidding
strategies?
Why?
Smart bidding strategies need sufficient data points
on conversions in order to work. Because new
campaigns don't have that, then smart bidding
doesn't work. All algorithms need to be fed data
otherwise they go hungry and do stupid things.
In this case, it's doing stupid things like giving high
cost per conversions.
We prefer to use manual bidding in the beginning to
maintain control. Once we have enough data points,
we pivot to a smart bidding strategy

5. 2. implement negative keyword library
Do it before launching the campaign. Not after.
Why? Trash or irrelevant keywords can account
for up to 50% of your monthly budget.
Examples of the type of negative keyword
lists we implement into our campaigns

6. 2. negative keyword library (cont'd)
example
For local campaigns, we also build a local competitor
negative keyword lists. Certain niches will attract brand
searches of competitors.
Physical therapy niche. Visitors will often
click on your ad thinking that it's some
other doctor they're looking for. And then
they leave the site because it wasn't what
they were searching for. Thus, wasted
clicks.
We will build a list off of the Google Maps
and Google search results page
This will save a client up to 50% of monthly
ad spend budget.

7. 3. Use Custom landing pages
If you're using a homepage, interior page, or contact page, you're
losing money. An SEO page is also a bad idea
I wrote a 20+ page guide on Landing Page Best Practices
Why?
These pages don't adhere to
typical best practices in
conversion rate optimization.
Download here

8. 4. Use Photos of Real People
We've split tested stock images vs real photos
on landing pages for conversion rates. Real
photos always win.
hero banner
bio or about us section
body copy
Areas to use them on:
Why?
Because people wanna do business
with real people. Not faceless
entities. It builds trust and likeability

9. 5. Don't iGNORE THE aBOUT US SECTION
The About Us section really matters alot with
professional service-based businesses
Why?
It's similar to having real photos. When
we're hiring a service provider, we
want to know who we're dealing with.
Many landing pages tend to skip the
About Us section and that's a lost
opportunity to allow visitors to "get to
know" you before they convert.
This heatmap of a doctor's landing page shows the most
clicked on area is the "About Us" section. Working with a
doctor is a very personal and intimate decision so they
want to know who you are before converting

10. Landing Page
A one minute conversation where we talk about
landing pages and why bidding on keywords isn't
that special anymore Youtube Link

11. 6. Never talk to Google Reps
They are not customer support reps. They
are sales reps. Their only job is to get you
to spend more money.
Most reps are poorly trained in Google Ads. Many have only
a week's training at most.
If you want to see how bad they're reputation is, this is the
search results for "Google reps" on the PPC subreddit. It's a
place where many media buyers and agencies hang out
Your answers are coming an overseas
call center filled with poorly trained
employees
https://www.reddit.com/r/PPC/search/?q=google%20reps&restrict_sr=1&sr_nsfw=

12. 7. Know your Numbers
Many small business advertisers don't know what they're willing
to pay for a lead. Most never crunch the numbers. Knowing your
numbers means the difference between losing or making money
from Google Ads
download the lead gen profit calculator
I built a calculator within Google Sheets that allows
you to calculate and forecast important KPIs such
as revenue value and CPL (cost per lead) from
your Google Advertising. Try it. It's very cool, if I
say so myself
Link to Google Sheets

13. 8. Invest into Phone Call tracking
Call tracking is the difference
in knowing if your phone
leads are gold or complete
trash Measure call quality
Understand how your front desk interfaces
with customers. You can listen to recorded
calls to know if your employees are
providing a great first impression
Why use call tracking?
Call length
What keywords are generating
calls
Which marketing channel is
generating calls
Recorded conversations
Gain insights into:

14. 9. Display ads still work
We use the Google Display Network For
Top of mind brand awareness
especially at the local business level
Direct conversions
Remarketing
1.
2.
3.
Phone leads coming from the Google Display Network

15. 10. Leverage Image extensions
These help improve CTRs and easily stands
out from the sea of ads on the search results
page

16. 10. Image extensions (cont'd)
4.2% avg CTR
without image
extension
7% avg CTR with
image extension
Using Image
Extensions resulted
in a 66% increase in
click through rates

17. invest into Conversion Copywriting
A one minute conversation with a client about our
"conversion copywriting" process. It helped close a
large deal in our first month working together.
Youtube Link

18. 11. Break Out Match Types
Break out your match types to achieve cost efficiencies
We use phrase and exact match to find customers with
high intent. We use broad match to help discover new
keywords.
Sometimes broad match can attract good conversions as
well, depending on volume, niche, and bidding strategy
We'll generally pay more for phrase and exact match and
pay less for broad match
Why?
Adgroup A (exact match type)
Adgroup B (Phrase match)
Adgroup C (broad match)
Example:
Campaign A

19. 12. Leverage compounded rankings
This business occupies 50% of the top 6 spots in Google
top ad position
top google maps
ad position
top organic
maps position

20. compounded rankings (cont'd)
An accidental effect of doing Google Ads and having
good search rankings = more placements
Pushes your competitor further down the
search rankings
Signals that you're well known or reputable
on a subconscious level ("Gee, this business
is all over the first page of Google. There
must be something to them")
Improves traffic to your domain regardless of
where it came from
Benefits to Compounded Rankings Effect
1.
2.
3.

21. More Resources
For more resources on winning
Google Ads for Lead Gen:
Google Ads for Lead Gen
Book a Strategic Consult
12 page guide covering intermediate to advanced
tactics. Link
30 minute consultation available. Avoid the headaches
and learn how win at Google Ads
www.SachiStudio.com

22. about
Obligatory Bio About Dean Hua
to learn more
Been in digital marketing since the days of
Myspace
Spent over 7 figures managing ad dollars across a
dozen industries
Enjoy long walks on the beach and low conversion
rates is my love language
Visit us at www.SachiStudio.com