A guide to effective PPC campaigns for lead generation on search engines. A quick cheat sheet to help verify Google Ads campaigns are on track.

1. Reasons to Do Lead Generation
on Search Engines
1
Fast
It is one of the fastest
ways to start
generating leads
Efficient
Spend could be easily
limited to areas that
perform
Results
It can produce volumes
of high-quality sales
leads
Sustainable
The campaigns created
could be viable long-
term
Measurable
Virtually everything can
be tracked

2. 2
PPC Campaigns Meet Business Objectives
by maintaining a balance between the 3 key performance indicators
Volume
CPLQuality
Leads
*CPL = Cost Per Lead

3. 3
Key Characteristics of Successful PPC Campaigns
The campaigns are created
and managed with a focus
on business objectives.
Data-driven decisions that
allow building on success.
Automation is used to run
campaigns as efficiently as
possible.
Experimentation is an
intrinsic part of the campaign
management process.
Continual improvement
approach to campaign
management.
Landing pages are optimised
for usability and conversions.
Data collection and
performance tracking are
treated as a priority.

4. 4
www.yourwebsite.co
m
Lack of strategy on how to meet
business objectives.
The overall focus is on the
wrong metrics.
Disregard for website usability
and user experience.
Arbitrary budget distribution
across the campaigns.
Going too broad with
keyword targeting.
Going too narrow with
keyword targeting.
Not collecting conversion data
and significant data gaps.
Decisions are guided by
assumptions and faulty data.
Not taking advantage of AI-
powered automation systems.
Set and forget approach to
campaign management.
Reasons Why PPC Lead Gen Campaigns Fail

5. Book a no-cost strategy session and talk to
one of our consultants.
Need a New Direction for
Your PPC campaigns?
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