Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Can you double your Google Ads leads by setting up a second website?
Published February 2024. Last updated July 2026.
One of my mentees hit me up about an issue with their boss.
Google Ads works really well for the business. It's their primary advertising channel. The boss came up with a cunning plan to double their leads: Set up a second website and Google Ads account so their ads would show twice every time.
My mentee was pretty sure it was wrong but needed some solid evidence because the boss was gung-ho about the idea.
He was in luck. Running more than one website and ad account with the aim of showing more than one ad at a time is prohibited by Google's Unfair advantage policy.
Here's what the policy says...
The following is not allowed:
Using the Google Network to gain an unfair traffic advantage over other participants in the auction
Examples (non-exhaustive): Affiliates that advertise on Google Ads against the applicable affiliate program rules; promoting the same or similar content from multiple accounts on the same or similar queries,
trying to show more than one ad at a time for your business, app, or site
You'll find the full policy here.
Violating this policy risks having both ad accounts suspended.
But even if it was allowed, having 2 ads and 2 websites wouldn't necessarily double the number of leads you get.
You see, people don't search for something and enquire on one website only. They know the chances of getting a reply are low so they click on several links and fill in every form they can find.
Instead of getting twice the number of leads, he'd be getting the same lead twice.
If you're looking for ways to manage clients' or bosses terrible ideas you might also find this worth a read.
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
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