PPC Agency Tips: Proven Techniques to Turn Leads Into Customers Part 2

John: 00:00:11

What happens when you get these amazing leads and they

John: 00:00:12

start to fill out perfectly?

John: 00:00:14

Like to have a build structure, move onto to the property, convert

John: 00:00:16

it, the garage and the house built.

John: 00:00:17

Perfect.

John: 00:00:17

You're in.

John: 00:00:17

Show Low and Prescott.

John: 00:00:18

Awesome.

John: 00:00:19

I know where this place is.

John: 00:00:20

Then we look back at the deals, each deal that is closed.

John: 00:00:23

One, we have to identify what is going on with it.

John: 00:00:25

So this is the other part.

John: 00:00:26

So we got Jason paid search.

John: 00:00:28

There's a proposal already sent for 93 K.

John: 00:00:31

Excellent.

John: 00:00:32

So things are, looking good.

John: 00:00:33

You know how we ask Mike, what's your sales pipeline proposal sent,

John: 00:00:36

leads, closed leads, laws, et cetera.

John: 00:00:37

We have paid search, another proposal sent for another 140 k.

John: 00:00:41

Good.

John: 00:00:41

This is just in the last week, so we can see our leads are perfect.

John: 00:00:45

Anybody looking on this side would say, Hey, John, things aren't going too good.

John: 00:00:49

I won't even answer the.

John: 00:00:50

Don't need to.

John: 00:00:51

The proof is in the activity, but when, another part that we

John: 00:00:54

need to get a lot better at is we need to have this information.

John: 00:00:56

If we need to tell the client, if I don't have this level of information,

John: 00:00:59

how am I supposed to do my job?

John: 00:01:00

I might be dropping you off leads at the front door that are bots or leads

John: 00:01:03

that are wanting to pay you millions.

John: 00:01:04

I don't know.

John: 00:01:05

I can't tell.

John: 00:01:05

So we need access to the CRM tool.

John: 00:01:07

We need to know everything that's going on at a moment's notice with a snap.

John: 00:01:10

I can help you build all this.

John: 00:01:11

It's not that hard.

John: 00:01:12

it's fairly simplistic actually.

John: 00:01:13

one click integration gets us all this, but this is the port that we need.

John: 00:01:16

So now we're looking at, okay, what have we won?

John: 00:01:18

Let's look at the last month's closed date.

John: 00:01:19

Closed one a hundred twenty one grand of Stacy Moore.

John: 00:01:22

so we made 121,000.

John: 00:01:23

We closed, won that one.

John: 00:01:25

So Sta Moore came to.

John: 00:01:26

Lot of good information came, least started in the 17th prefab buildings.

John: 00:01:30

Perfect keyword was prefab buildings.

John: 00:01:33

Is that what we're getting clicks on?

John: 00:01:34

I don't even know.

John: 00:01:34

Let's take a look.

John: 00:01:35

We just made a sale last week.

John: 00:01:37

That was in January 17th.

John: 00:01:38

Yeah, that'll be the last 30 days.

John: 00:01:38

prefab buildings.

John: 00:01:39

I have one and a half conversions on it cost me $50 Cost for conversion now.

John: 00:01:43

Six, nine clicks.

John: 00:01:43

I mean, it's not the highest producing converters, but it's, good.

John: 00:01:47

It seems to be fairly decent so far.

John: 00:01:48

I'm definitely not gonna turn that one off because my cost per lead,

John: 00:01:51

let's just say it was this one here.

John: 00:01:52

Let's say it was build a steel building and this one is the one that closed 162.

John: 00:01:55

My cost per lead's too high.

John: 00:01:56

I don't.

John: 00:01:57

I don't look at cost per lead.

John: 00:01:58

I look at how many leads, I said over what we spent, what we

John: 00:02:00

made, and What was it closing?

John: 00:02:01

You can have a $25 lead or you can have a $4,000 lead.

John: 00:02:04

I don't care if you're making 121 grand.

John: 00:02:06

Now, not all of these deals are gonna be this size.

John: 00:02:08

Oli is though, I'm gonna use that word just I think I want this to

John: 00:02:11

be, kind of like a thought process.

John: 00:02:12

I'm gonna rephrase that for YouTube.

John: 00:02:14

Not every deal's gonna be the size.

John: 00:02:15

A lot of our clients are producing that.

John: 00:02:16

They're spending a whole lot of money and they're getting contracts

John: 00:02:19

at six and potentially seven figures for our our attorney clients.

John: 00:02:23

And so this is the accesss that we'll need here, which is pretty cool.

John: 00:02:25

We can dive really deep into this thing, and also we'll have sometimes

John: 00:02:29

conversations that are not fun.

John: 00:02:31

we have conversations with clients that are combative.

John: 00:02:33

And you don't wanna have those conversations.

John: 00:02:35

leads are too expensive.

John: 00:02:36

I haven't heard anything since last five months about anything.

John: 00:02:39

it was completely squashed.

John: 00:02:40

I have the access.

John: 00:02:41

Everything's fine.

John: 00:02:42

They're looking at the cost per lead and lead flow.

John: 00:02:44

Almost every one of our clients will, every single one.

John: 00:02:46

what's our cost per lead in Google?

John: 00:02:48

Doesn't matter.

John: 00:02:48

I can get you one penny leads.

John: 00:02:50

It's, it's gonna be John Miranda waking up every day and putting in the

John: 00:02:52

phone book names into your form fills.

John: 00:02:53

It'll be about the same as Facebook.

John: 00:02:55

Doesn't matter what the cost for lean is, go past that.

John: 00:02:57

We investigate everything.

John: 00:02:58

I wanna pause there to see if there's any questions so far.

John: 00:03:00

Cause that was a lot.

John: 00:03:01

But essentially what you saw is, I'm not managing Google at all.

John: 00:03:04

I had a campaign.

John: 00:03:05

I didn't even track leads for a year.

John: 00:03:06

I'm okay.

John: 00:03:07

It's still 4,000 row as that client, so as well.

John: 00:03:09

I'll stop there and see.

John: 00:03:10

See if there's any questions so far.

John: 00:03:11

Yes.

John: 00:03:12

Am I getting good leads from the Google Lead form extension and the ad?

John: 00:03:14

I will get one every four months, but they're okay.

John: 00:03:18

They're like a call extension.

John: 00:03:19

Sometimes they're irrelevant, sometimes they're irrelevant.

John: 00:03:20

But that thing does not produce leads at all.

John: 00:03:23

It is horrible.

John: 00:03:24

I think I got one this year so far.

John: 00:03:26

So what I'm hearing from you, John, is.

John: 00:03:29

if we do have lead gen clients, then we really should push hard

John: 00:03:32

to say, include us in your CR RM so we can monitor these leads.

John: 00:03:37

So we don't just rely on them saying, oh, your leads are too expensive, and

John: 00:03:41

we can't see, well, are you converting?

John: 00:03:43

We don't know.

John: 00:03:43

that sounds like that's important.

John: 00:03:45

You gotta get us in there so we can see it.

John: 00:03:47

I need to see all of the stuff you.

John: 00:03:49

Because if you're gonna look at your stuff and judge me, I need to see it.

John: 00:03:52

But then I'm also gonna say, these people aren't answering the phone.

John: 00:03:54

There was a voicemail yesterday that didn't make it into HubSpot.

John: 00:03:57

What's going on with that lead?

John: 00:03:58

Do you think they're gonna wonder if I'm doing my job?

John: 00:04:00

Of course.

John: 00:04:00

A hundred percent.

John: 00:04:01

That's really valuable.

John: 00:04:02

Instead of just focusing purely on the metrics inside

John: 00:04:04

Google ads, There's gonna be.

John: 00:04:07

In us as an agency, knowing that, oh, they're in there looking at it.

John: 00:04:10

And also accountability at their end.

John: 00:04:12

I think that's good.

John: 00:04:13

Maybe we need to make sure that any existing clients that we have, I know

John: 00:04:16

that it's not a large majority, but any existing clients, we bring this in,

John: 00:04:20

say, look to all the clients we need to be in here so we can see the quality

John: 00:04:23

of these leads and follow them up.

John: 00:04:25

Mm-hmm.

John: 00:04:25

Yep.

John: 00:04:25

And Ari, did you say someone had their hand up?

John: 00:04:27

I can't see it on my side for some reason Kama has her hand up.

John: 00:04:29

I'm sorry.

John: 00:04:30

Oh, Kama, go ahead.

John: 00:04:31

I just wanted to know that you mentioned first initially that you didn't track

John: 00:04:36

the conversions in the Google Ads Uhhuh.

John: 00:04:38

Why was that?

John: 00:04:38

Wouldn't that have helped us in speeding up the learning of the algorithm?

John: 00:04:42

So what was the thought process behind that?

John: 00:04:44

Yes, absolutely.

John: 00:04:45

So the person that was in charge of getting the website rebuilt, hired

John: 00:04:48

a really dishonest website company.

John: 00:04:50

And then when they were in the middle of a web rebuild, he was in

John: 00:04:54

the army of reserves and got shipped overseas on deployment for six months.

John: 00:04:58

So a person stepped into their place.

John: 00:05:00

And apparently I don't exactly know what happens specifically, but

John: 00:05:04

someone didn't get paid on the website development and they wouldn't give

John: 00:05:08

them access to their own website, so I couldn't install a conversion tracking.

John: 00:05:11

So that's what I did is I said, Hey, I'm just gonna drop these leads off and we're

John: 00:05:16

just gonna manage this out of HubSpot.

John: 00:05:17

And it worked really, really well.

John: 00:05:19

And so my, target, I had a T C P A, so I just shoved that thing on

John: 00:05:22

max clicks and max conversions.

John: 00:05:25

Whatever I can use to spend the most amount of money I possibly could and

John: 00:05:28

started generating the leads that way.

John: 00:05:30

What's funny is Max clicks actually works better than T C P.

John: 00:05:33

Go figure.

John: 00:05:34

Which is pretty funny.

John: 00:05:35

For search abroad, max clicks work better.

John: 00:05:37

And the funniest part about it too is these searches were so unbelievably

John: 00:05:43

irrelevant and I had no way of tracking what the lead quality was.

John: 00:05:48

All right, cool.

John: 00:05:49

So here's what I did is.

John: 00:05:51

No matter what Google said, which is nothing I found out the common

John: 00:05:55

keyword that produced all of the deals.

John: 00:05:58

Well, two steel building, metal building.

John: 00:06:01

And so lemme go back in time here cuz we'll see this campaign.

John: 00:06:05

, I had conversions back in 2020 and not since December, 2020.

John: 00:06:09

So it happened.

John: 00:06:10

The 21, I think, to 2022.

John: 00:06:12

June.

John: 00:06:13

So let's just do this January, 2021 I dunno.

John: 00:06:17

I was gonna do all 2021 And you'll see this here.

John: 00:06:19

My keywords that I was producing, everything about it was two keywords.

John: 00:06:22

Metal building, steel building, that was everything.

John: 00:06:24

All of my Aspen went to two broad keywords because, The entire year

John: 00:06:29

before that, 90% of our conversions were coming from these two keywords,

John: 00:06:32

metal building, steel building.

John: 00:06:33

So I just said, all right, well as long as I'm just getting

John: 00:06:36

as many clicks as possible.

John: 00:06:37

This has maximized conversion slowly to Kang.

John: 00:06:40

And then this is picking it back up here.

John: 00:06:41

So it was fun to try manage at least some volume on this, but

John: 00:06:44

I had everything whittled down to, according to the CRM tool.

John: 00:06:47

The CRM tool said closed deal.

John: 00:06:49

What was it?

John: 00:06:49

Metal building?

John: 00:06:50

Closed deal.

John: 00:06:50

What was it?

John: 00:06:50

Steel building.

John: 00:06:51

Closed deal.

John: 00:06:51

What was it?

John: 00:06:52

Metal building.

John: 00:06:52

Closed deal.

John: 00:06:53

What was it?

John: 00:06:53

I said, I ask conversions tracking.

John: 00:06:57

So those two keywords that have been working before, crank

John: 00:06:59

up the ads and just run it.