Google Ads Lead Generation Problems: Low Lead Volume and Slow Lead Follow-up

John: 00:00:11

The answer of we're probably not getting enough or we're probably

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not getting any is an unacceptable

answer that no one would ever

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hold anybody accountable to.

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Let's start there.

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Let's go and get five.

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just to give you some context, John,

basically the main concern that the

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client has is in regards to lead volume.

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I've been trying to run the

account in broad on a tcpa.

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I've also tried the account running

on exact on a max clicks And i'm all

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I also recommended them to improve

the website because they had a 12

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question form That nobody was filling

out so they made it shorter and a

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little more specific for both They're

still not happy with the volume.

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They're getting basically

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You said they're not happy with

the lead quality, but then you said

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they're not happy with the volume.

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The only problem is volume.

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Oh, okay.

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So if the only problem is volume, why not?

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Add budget, what did they say

when you suggested budgets?

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We are not spending the full budget yet.

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We haven't even reached

the full budget yet.

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And the target CPA that they're looking

to get it's between 100 and 150.

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and we're not there yet either.

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1 thing.

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I don't think we're tracking

all of the conversions.

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so they have book an appointment on the

homepage that was being tracked, right?

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Yes, correct.

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that goes to the thank you page.

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Okay.

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what about the chats?

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So I know that they used

to get a lot of chats.

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and then chats fell off and

then they fired the person

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that was supposed to fix it.

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And then the other person

became disinterested.

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And then the other person came back

and she's we just turned something

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on and that's where we're at.

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But they were getting

probably 10 chats a day.

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Yeah.

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So the web guy, I have not been

able to find a way to track.

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and the web guide said they

haven't gotten a lot lately.

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do we have access to this chat?

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we don't, but I can try to get it.

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Let's get that first.

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so the outside of that metrics that

we're going to track are things like.

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Or, we can identify that by looking

at the amount of leads that they can

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see on their end, divided by spend.

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So what we're going to do is,

unfortunately, we have to teach

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lead generation clients how to be

good business people, which means

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if we see 10 chats coming in and

3 are ignored and 2 are late 2 are

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actually good and that kind of stuff.

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What we have to ask is, hey,

you're spending 150 cost, maybe

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less, not about 100 cost per chat.

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And those are not going anywhere.

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I guarantee you if the tech person's

ah, we're probably not getting a lot.

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Like they don't know

that's not a viable answer.

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imagine them paying us and say,

Hey, how's Google ads doing?

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And we're like, that's probably

not, you're probably getting good.

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Like that's the same answer.

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We wouldn't be held accountable to it.

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We should not hold other

people accountable to that.

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We have a higher standard.

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So let's work on getting

access to the chats.

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That was also something that

did really well for them.

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There was tons of it.

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Most of them were chats.

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now we haven't tracked it for probably

a year, but the person that I was

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doing business with, Callie at the

time, there are many variations of

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passages of lorem ipsum available.

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The majority of suffered

by injected humor.

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we got to make sure that they can

update their site to this lorem ipsum.

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default text, just as a side note,

let's let him know about that.

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but the point in time that we

have to measure is the leads

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that they see on their side.

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not what's in Google ads, because

I think Google ads were close.

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if we tracked chats in the last 30 days.

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we're within goal at 162.

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And this is just a lead the calls on

my call tracking and calls from ads.

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just so everyone's clear.

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What is the cost per lead goal?

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100 to 150.

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Okay.

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they're wanting to see 100 to 150

inside the Google Ads dashboard

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or in total business metrics.

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What I've been trying to do is,

since they have not been picking up

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the phone sometimes in call tracking

metrics, I've been like using that

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hey, you're having these calls, you're

not picking them up, they're not

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going to be transferred to Google Ads,

therefore they won't show up here.

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So in the last call that I had with

them, I like just grabbed all the

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data from both the forms, and the

calls and just do like a blended CPA.

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so they're not necessarily looking

at Google ads right now, but

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I'm just trying to anticipate to

anything that they may come up with.

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we'd have to measure their back end.

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so what we want to do is we want

to hop into their tool and say,

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here's my chats phone calls.

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Whether they answered it or not and

leads, and then say, by the way, the

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difference between the cost per lead

that we're generating and the cost

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per contacted lead is 50 percent off.

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You're not answering your calls.

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You're not answering your chats,

because right now what they're doing is

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they're saying my business is failing,

so let's cure it with more traffic and

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that's what they're trying to account

for is they won't look at necessarily.

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Themselves.

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Cause like you said, they're not

answering every phone call, but what

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they want us to do is deliver more

phone calls that they won't answer,

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which is not going to affect the metric.

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They're trying to hold us

accountable to, which is NF CPA.

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And that's why NF CPA doesn't work.

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That's why NF metrics fail every time.

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So what we have to do is

gain access to more than they

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want to us to give access to.

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And our reasoning is I can't help

you unless I know where the fail

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points are and the answer of.

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We're probably not getting enough

or probably not getting any is an

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unacceptable answer that no one would

ever hold anybody accountable to.

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the 1st thing is can never look at an app.

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An app does not mean anything.

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we have to look at what is actually

landing because their sales team.

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If they're good, you win.

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If they're bad, you fail Dean.

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So you have to hold them accountable

before they hold you accountable first.

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I think that's a really good idea

to have those two data points, John.

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Like I've never thought to do that.

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You show them the cost per lead of

answer calls and the cost per lead

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total and say look, like you're

making your own cost per conversion

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go way up by not answering calls.

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Yeah.

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And if you add money to this,

it just becomes more expensive

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as your team will not.

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Get better.

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They especially will not scale and

efficiency with more dollars that I put

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into the way that I would say this too,

is most of the time for me, I have a real

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harsh way that I deal with clients, I will

say, Hey, I think we're not the right fit.

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You're going to fire me based on

your team's Inability to contact

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the leads that I'm delivering and my

reputation means more to me than what

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your business apparently means to you.

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So I usually have a real hard, fast line

in the sand, but the way that I manage

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it is I hop into only the backend clients

and I say, what happened with these leads?

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And when they go, now they're

flipping everything around.

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They start to look at

their internal teams.

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So what I would say, Dean is a good idea

to say, I'd like actually like to decrease

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costs because I am outpacing your team.

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They're not contacting the calls.

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They're not contacting the chats.

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And if you're asking me to fix Google

because your team isn't answering the

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calls, we're going to make this worse.

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This can be more expensive.

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We need to actually back down the spend

to what your team can handle, because

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it seems that we may have a staffing

or operations issue based on these

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facts, This is how many leads generated.

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There's something leads for contact.

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And some of my chats came in and

some of my chats went unanswered.

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Took two to three minutes for

people to answer the chat.

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You can see that they went dormant

by there and weren't responding back.

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The people that are landing in the inbox.

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If the people that are landing in the

CRM are not being contacted and they're

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one back button away from three of your

competitors, all those things that are

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the reasons we will live and die by

how proficient their sales team is.

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And we're outpacing their sales team.

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And you're asking us to

outpace them further.

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I do not think that's a good

business decision for you.

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This is client management gold, everybody.

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if anyone has any lead gen clients

who are asking for more lead quality,

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like this is such a good strategy.

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Cool.

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So let's start there

and let's bring it back.

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Thank you, John.

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I will do that.

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I think I flip it last time.

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So I don't think they're blaming

us right now because I show her 50

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percent of calls not being answered

and in each call costing them 100.

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they said bad things, but not

about us, just about their team.

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I will try to get access to

the other, like the live chat

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and see what else we can do.

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Thank you.

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Sounds good.

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John, can I say the slightest caveat?

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Yeah, First of all, first time

caller, long time listener and

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agree with everything you're saying.

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Thanks for being on the show.

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Colby.

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Yeah.

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Thanks.

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Thanks for having me.

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Always looking at the end number what

are we actually trying to don't live

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in an app But will you agree that?

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Once you're looking at things properly

you can use an app just as your baseline

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like, you know These numbers aren't

real But, if I'm moving something in

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this direction, say you have a CPQL or

something, and it's you decreased it

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in app, and then you go and verify that

you've decreased it somewhere else.

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Do you still use that indication or

do you solely just look non in app?

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Do you know what I'm saying?

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What I'll do is I'll use the

backend metrics and then draw

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a correlation between what the

front end metrics look like and

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find the Delta of the attribution.

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There.

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So for my other little

company travel, it's 50%.

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I tracked 50 percent of

every e commerce sale in app.

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And I'm the only one running any

sort of marketing for my own company.

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So I see 50 percent of the data

this last week though, it was 40%.

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a 4, 000 in revenue.

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And I actually made like 10.

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So what I will do is draw a correlation

of, okay, a 180 percent TROAS and 180

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percent ROAS goal instead of Google ads

will give me a four and I make sure that

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Delta is not increasing or decreasing.

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So I'll know how to maintain my

attributed metrics in order to

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influence my backend metrics.

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Yeah, perfect.

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Okay.

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But every client will be different.

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It just depends on their sales cycle and

how much their site is, their site speed

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actually affects more than anything else.

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Regina was talking about

site speed the other day.

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you hit a thank you page, how fast

do you usually leave that thank

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you page after you place an order?

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Zoom.

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Now, how many seconds does

that page take to load?

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they say Dom ready?

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just know because I've had

it's not firing quick enough.

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You're not going to even record that.

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And if it doesn't go through all of the

tags and firing the conversion tag on

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that page, Google says nothing happened.

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So your site speed on the thank

you page and how fast those

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people leave will depend on.

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If you're in a metrics or even trending

in the right direction, or if some

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people start to leave faster or

slower, your ROAS goes up and down.

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All right.