If you’re running a Google Ads campaign for your local business and you want to find more ways to generate leads quickly, that’s what we’re going to cover today.
I’m going to run through four quick and easy things that you can do to actually get more leads out of your Google Ads campaign. You can apply them as quickly as today if you want to take action on it.
These aren’t complicated strategies that require months of work. These are simple, actionable changes that can have an immediate impact on your campaign’s performance.
If you’d prefer to watch a video on all of this, you can check out the video above. Or, you can read on to see the four ways to get more leads from your Google Ads campaign.
1) Send Your Traffic To Landing Pages
If you’ve watched any of my other videos or read any of my other posts, you already know about this. You should be sending your traffic to landing pages.
Ignoring this is pretty much ignoring the biggest lever that you can be pulling in your Google Ads campaigns.
While it’s not necessarily a quick thing that you can do (since you need to build the landing pages first), it is at least conceptually very simple.
Why Landing Pages Work
Sending your traffic to landing pages is going to help you boost up your conversion rates. When your conversion rate goes up, that’s going to help you cut down your cost per lead and get you more leads from your Google Ads campaigns.
The main reason landing pages convert better than websites is because they’re focused on one thing: getting someone to become a lead.
Landing pages don’t have navigation menus, they don’t have links to other pages, and they don’t have distractions. Everything on the page is designed to guide someone toward either picking up the phone or filling out a form.
Your website, on the other hand, has a lot of other purposes. It’s designed to rank in Google Search, provide information about your business, showcase all of your services, and much more.
All of those things are great for a website, but they create distractions when someone lands on your site from a Google Ad.
The Impact On Your Numbers
Using a landing page could potentially, in some cases, double your conversion rate.
If you’re currently converting 10% of your clicks into leads by sending traffic to your website, you could potentially get that up to 20% by sending traffic to a landing page instead.
That would cut your cost per lead in half and get you more leads out of your Google Ads campaign with the same budget.
Here’s how that looks in real numbers:
Sending Traffic To Your Website:
- 100 clicks at $10 per click = $1,000 spent
- 10% conversion rate = 10 leads
- Cost per lead = $100
Sending Traffic To Landing Pages:
- 100 clicks at $10 per click = $1,000 spent
- 20% conversion rate = 20 leads
- Cost per lead = $50
Just by switching from your website to landing pages, you’re doubling your leads and cutting your cost per lead in half.
How To Build Landing Pages
There are a lot of different ways to set up landing pages. You can use landing page builders, you can build them on WordPress if you already have an existing website, or you can build your landing pages on your existing website platform.
The tool you use doesn’t matter as much as having landing pages in the first place.
If you don’t have landing pages set up yet, this should be your top priority. It’s the single biggest thing you can do to improve your Google Ads campaign performance.
2) Use A Sticky Header With Your Call To Action
The second thing on our list ties in very closely with using landing pages, and it’s using a sticky header or sticky footer on your landing pages.
A sticky header is when you take your call to action button and make it stick to either the top or the bottom of the page as someone scrolls.
This means that no matter where someone is on your landing page, your call to action is always visible and easy to access.
Why This Works On Mobile
This is especially important for mobile traffic, which makes up the majority of clicks on most Google Ads campaigns.
When somebody’s on a mobile device, a sticky header or footer makes it really easy for them to just click that button and call for a quote whenever they have whatever information they need to make a decision.
Let’s say someone lands on your landing page and starts scrolling through to learn more about your business. They read about your services, they check out some customer reviews, and they decide they want to call you.
Without a sticky header, they would have to scroll all the way back up to the top of the page to find your phone number or call button.
With a sticky header, your call button is right there the entire time. They can click it immediately and call you without having to do anything else.
Easy To Implement
Adding a sticky header or footer is incredibly simple to do on most landing page builders and website platforms.
It’s usually just a toggle or checkbox that you turn on in your page settings.
This is a really quick and easy thing that you can do to try to boost up that conversion rate on your landing pages and get more leads from your Google Ads campaign.
3) Set Up A Call Extension
Our last two things on the list are both going to be in the assets section of your campaign.
Going along with the whole theme of this post about quick things you can do to get more leads, we’re going to be creating a couple of assets that essentially give you what I don’t want to call “free leads”, but it is a very easy thing that you can just kind of tack onto your campaign that should help you get some more phone calls as a result.
The first thing you want to set up is what’s called a call extension (now called a call asset in Google Ads).
What Is A Call Extension?
If you don’t have a call extension set up on your campaign, it’s very simple to add.
A call extension is essentially just a phone number that attaches to your ad that people can call when they’re on Google.
When you come into your campaign, go to Assets, click on Call, and you can hit the blue plus sign. Then you can put your phone number in and set it up.
You’ll see a little preview that shows you where it’s going to show up on the ad.
How It Gets You More Leads
What happens is somebody searches in Google for whatever your service is, your ad shows up, and then some people will click on the headline and go to your landing page.
But if you give people an option to just click on that phone number and call, a certain percentage of people will literally just click the phone number to call you instead of going to the landing page.
I have a ton of campaigns over the years where this has resulted in extra leads. It’s not an earthshattering number of leads, but even if that’s 10 extra leads a month that you might have not gotten otherwise, that’s 10 leads you wouldn’t have had without the call extension set up.
Sometimes people are having an emergency, or they just want to talk to somebody right now. Your number is right there, they call it, and boom – you’ve got a lead you might not have gotten otherwise.
Important Thing To Keep In Mind
There’s something really important to keep in mind: whatever phone number you use in the call extension needs to be on the page that you’re sending the traffic to.
If that phone number is not on the page you’re sending traffic to, Google will disapprove it and you won’t be able to run the call asset.
Make sure that phone number matches, and you’ll be able to run this. It’s a really easy way to get more leads from your Google Ads campaign.
4) Set Up A Location Extension
Once you’ve got that call extension set up, the next thing we want to talk about is the location extension (now called a location asset).
How To Set It Up
Setting up a location extension is pretty similar to setting up a call extension. You just go to Assets and then Location.
The first thing you’re going to have to do is sync up your Google Business Profile with your Google Ads account. You’re going to have to sort that out on your end, but it’s pretty simple to do. You just hit the blue plus button and then go through their process to actually sync up those accounts.
Once that’s set up, there’s not a whole lot of setup. You just kind of sync it up and then tell Google you want it to be on your ads.
What The Location Extension Does
Once you have your Google Business Profile synced up to your Google Ads account, you’re just going to hit the blue plus sign and go through the process of selecting the location that you want to have show up.
Then what’ll happen is on the ad it will show your location, but this is how you get your business showing up in Google Maps as a sponsored result.
Having the location extension will have your business showing up in Google Maps, and that will also help you get more phone calls.
For a lot of industries, especially home service businesses, setting this up and getting your business showing up as a sponsored result in Google Maps will be another way to get you another 5 to 10 leads a month.
It’s just another way to kind of get those additional leads that you might have not gotten otherwise.
Keep An Eye On Performance
This is really important: you want to make sure you’re keeping an eye on the location extension performance.
I’ve had the location extension work incredibly well for a lot of clients in a lot of different industries, especially if you’re in home services.
But I’ve also had the location extension sometimes just end up getting clicks but not actually getting leads.
So you’ll have to keep an eye on your metrics on your campaign. For a lot of industries and a lot of home service businesses, this will be another really good way to get more leads. But just monitor it to make sure it’s actually converting for you.
Conclusion
If you take those four things and apply them to your campaign, I can almost guarantee you’ll probably get more leads from your campaign.
To recap, here’s what you should focus on:
- Send your traffic to landing pages – This is the biggest lever you can pull to improve conversion rates
- Use a sticky header with your call to action – Make it easy for people on mobile to call you
- Set up a call extension – Give people the option to call directly from your ad
- Set up a location extension – Get your business showing up as a sponsored result in Google Maps
These are all relatively simple things that you can implement quickly, and each one of them will help you generate more leads from your Google Ads campaign.
Start with landing pages if you don’t have them already, then add the sticky header, and make sure you have your call and location extensions set up properly.
The combination of all four of these things working together can significantly increase the number of leads you generate without having to increase your ad spend.
Need Help With Your Google Ads Campaign?
If you’re the owner of a local business and you want to get more leads from your Google Ads campaign, feel free to reach out.
Click the button below to apply for a free consultation. The application will be sent over to me directly, and I can see if I can help you out. If I feel like I can help, we can have a chat from there.
Want to see more Google Ads content? Check out this post we made about running Tree Service Google Ads.
Thanks for reading!
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