Google Ads- Lead Generation 101 Why Your Lead Gen Ads Are Failing and How to Fix Them

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I have a lot of lead generation clients as my clients.

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They spend anywhere between, 5,000 and a hundred thousand dollars.

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And those lead generation clients, we have weekly sales talks.

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Our, our calls are not about Google ads.

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Lead gen ads for long story short is much more difficult because you have to go

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past the point of the actual conversion before it can become successful.

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Initial optimizations on lead generation campaign are useless.

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They are, they're absolutely useless.

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And scalability is that lead generation is very difficult.

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Today we are going to be talking about lead gen ads 1 0 1.

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We have a bunch of topics in here that Caden help us put together, and then John

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will be beautifully explaining to us.

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So John, would you like to start just in general with lead gen ads or would

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you like to start with broad automation?

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Just dive into.

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Yeah, I'll just, well, I'll start with like a little bit of an explanation.

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So we have two primary types of customers, eCommerce and lead generation.

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eCommerce is gonna be obviously, , trying to sell products online for

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a conversion value lead generation is the sort of the exact opposite.

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Trying to generate interested party without having them

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give us their credit card.

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So, E eco's easy.

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E eCom, there's no such thing as spam.

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There's no such equality.

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It's Do they buyer, do they not buy?

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I mean, I'd love to get spammed sales.

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That, that would be amazing.

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That just doesn't happen.

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So we usually get spam form fills though.

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So spam form fills are, are something that we've, they've been finding different

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ways to, to alleviate that issue.

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And we have I'll be to share some examples about.

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But legion adds, for long story short is much more difficult because you have to

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go past the point of the actual conversion before it can become successful.

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Where in e-commerce you don't, Did they buy, Did they not buy?

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Did you spend less money than they spent with you?

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So that's simple on e-commerce lead generation is did we generate a lead?

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Did we generate the right type of lead?

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Is that lead going to close?

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Has it gone to close?

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Was it lost?

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Why was it lost?

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And where did they come from and how do we get more or less?

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And how did they contact us?

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E-commerce, you primarily 99% of the time your sales are gonna come from

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person, enter under credit card and pressing checkout while you're sleeping.

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Lead generation, you have to be.

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Awake and during business hours, receptive, available and to have a good,

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you know, , salesperson or sales team uh, doing inbound primarily, that's

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usually what's gonna be the best bet.

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Phone calls and chats are now more important.

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For lead generation than e-commerce, because that's where those

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leads are going to be generated.

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So for lead gen, you have to actually be a much more savvy marketer, and

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people think that e-commerce is harder.

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It's really not.

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Lead generation is harder when you do the right work.

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What I mean by that is you can't drop a lead up at the door and say, Good luck.

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You'll win the battle, but you'll lose the war because after about three months of

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that, they say, Well, no one has bought from any of the leads that you generated.

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This isn't working out.

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I can't afford a services goodbye.

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So that's where a lot of companies.

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Fail, but a lot of companies also plant their flag.

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They'll die on that hill and they end up do dying, but they'll die on that hill

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because they say, Well, , I did my job.

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And that's not, the right way to perform Lead generation.

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Lead generation works best if you have a CRM tool.

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You have a quality sales team.

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If you have a receptive.

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Type of client that is willing and able to, to work through the

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type of leads you have to have.

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Also, sophisticated client, A client that will keep up with notes and

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feedback will also know how to take a competitive call and turn

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that into a client for themselves.

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When you're run competitor ads for lead generation, for example,

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you get the person that says, Hi, I'd like to talk to ABC company.

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They're like, Oh no, we're xyz.

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Do you want the phone number to abc?

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Like that's actually happen.

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They've actually gotten the contact information of the people that the person

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was trying to contact because we're running competitive campaigns and they

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just mistook them as their competitor.

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So there's a lot of things that need to kind of come to a perfect storm for this

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to be absolutely successful and even harder Scalable scalability is not, lead

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generation is very difficult because those leads are gonna go to human resource.

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That is gonna have a natural capacity for failure at a certain threshold.

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eCommerce doesn't, You get a billion sales tomorrow, Yeah.

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You'll run out of inventory.

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But that, billion sales will happen.

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It won't happen like that lead generation.

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So our jobs as, more than just a Google Ads agency.

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And I think this is what separates us, our jobs as, solutions eight,

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is to go past the point of lead generation and help the client.

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With their own sales process.

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I don't mean write emails for them and their follow up emails, I, or I don't

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mean build automations for them inside their CRM tool, but we want to coach them.

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Well, did you answer the call within a certain amount of rings?

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Did you get back to the person that filled out a chatter, a

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form fill within five minutes?

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These are all different ways that a business owner is going to think

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because what they more naturally may be accustomed to is organic traffic or.

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Postcard type of, of lead generation.

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I sent out 10,000 postcards and they called me.

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Those scenarios versus paid traffic are extremely different.

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Extremely different.

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And that's what I think people don't quite understand is how different is lead

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generation through Google Ads versus a typical lead generation in their business.

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And I'm starting here because this is going to it's going to equate to aha.

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This is the reason why we go this.

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And this is the reason why we have to sometimes coach our clients into, here's

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the proper way to think about Google as lead generation rather than your own

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typical lead generation, which could be even as simple as door knocking.

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There's still companies that sell solar panels in, in Tempe,

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Arizona that go door to door.

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The main difference is the one back button away from three of their competitors

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and more, more, but three, just on their own screen, in their back button.

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What I mean by that is if I'm generating a lead through Google Ads, I.

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By sheer skillset and luck was able to generate a lead before

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they contacted their competitors.

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But if our client doesn't answer the phone, if they don't respond to that

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chat, if they don't call them after a form's been submitted, or at least email

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them back with, logical next steps to their own specific funnel, that person

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clicks one button, the back button they go to now, the next person down the line.

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And if they answer.

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This is not a glitch.

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I'm interrupting because I need to remind you that I'm always

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looking for people to join our team.

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So if you're passionate about Google Ads and you wanna work with the best

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Google Ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google Ads agency on the planet, if you're having

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trouble with Google Ads and you want professional help, that's what we do.

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You can go to so lake.com, that's s o l eight.com to apply for your

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free, no obligation action plan.

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And if I've.

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Any level of value at all.

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Maybe think about giving me a thumbs up and try to our channel,

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that's how we choose the YouTube algorithm so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions,

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hit me below in the comments.

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And now back to your regularly scheduled program, are our clients',

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chances of of winning that bid are reduced by probably 90%.

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So the reason why this is so important is because lead generation fails at

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the point where an elite is dropped off at the door, even if it's a quality.

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Quality lead is in a quality lead that's just like, Well, I filled out

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one form for this dentist office.

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This must be the only dentist in a 20 mile radius, and I'll wait

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three days for 'em to call me back.

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That doesn't happen . You go and you try to contact a dentist, you're

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like, Well, they didn't answer.

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That's a horrible dentist office.

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And then you hit one back button and the other person's like, Hi, think

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you for calling dentist office.

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You're like, Finally someone answered.

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They're not just gonna be like, No, no, no, I'm gonna hang up

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with you and I'm gonna wait.

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Like, I'll, give myself an hour, two days.

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I really think that this is the one they don't have that, that their

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competitiveness of what they're trying to achieve is only satiated when

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someone on the other line says Hi.

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That's really the point of delineation.

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That's the point where you win or you fail, is that contact rate.

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How often are you getting back to these people and how quickly.

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Then you have to look at a few things after that.

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You have to look at the sales cycle.

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How long does it take?

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What's the appropriate amount of time to give?

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How many touch points are they making?

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How much are they in communication?

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How much is that communication tracked?

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, all of those things.

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Then after that sales cycle is done, let's say 90 days, for example, Which

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you have enough data points, enough closed deals, enough lost deals, then

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you can go back and say, Okay, now I'm making further optimizations.

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Initial optimizations on lead generation campaign are useless.

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They are, they're absolutely useless.

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And when I say early optimizations from the quality.

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You don't have the equality yet.

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They haven't gone through the sales process.

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We have had times where keywords that don't make sense are too

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vague or too broad, are delivering 90% of the closed deals.

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And we've had to revert campaigns back after making our optimizations

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that we thought we were smart enough to make in the beginning, and it

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turned, turned out not to be the case.

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Now that doesn't happen often, but happens 20 to 30% of the time.

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So what this means is that we're only going to be as good as our communication

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and Our collaboration with the client.

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I have a lot of lead generation clients as my clients.

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They spend.

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Anywhere between, , 5,000 and a hundred thousand dollars a month.

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And those lead generation clients, we have weekly sales talks.

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Our, calls are not about Google ads.

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And a lot of you have been with me on those calls.

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It's not about Google Ads, it's about, it's about sales updates.

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We go through, Okay, what leads have it generated last week?

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How's this one?

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What happened with this one?

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How's that?

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Where is this one?

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Is this closing?

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What about the one, two weeks ago that big deal?

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Did that close?

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All of those pieces of feedback and information.

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If the client cannot give that to us and makes our job much harder,

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sometimes impossible, to the point where now it's just a taking time bomb.

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When are they gonna, when are they gonna quit?

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Or when are they gonna fire us?

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Because those leads never actually turned into anything good and we couldn't see.