Pete Bowen's site

Google Ads delivers leads not sales

Don't get me wrong, I’m not bad-mouthing Google at all. It’s a fantastic prospecting engine. For many businesses it’s the best way to get leads. But, it’s a prospecting engine, it’s not a sales engine.

Only a small proportion of leads turn into sales. And, it’s not just Google's leads, all advertising suffers from low lead to sale rates.

I’ve been able to put a lot of effort into this problem over the last 13 months. I’ve worked very closely with two clients to build sales engines for their businesses.

When we started, both clients had a working prospecting engine. We had a steady stream of leads from Google Ads and other sources. And, they were making sales. It wasn’t all doom and gloom but, they knew that they weren't making as many sales as they could be.

It would have been easy for them to blame the quality of the leads or the state of the market for low closing rates. The truth is that the market is tougher than ever.

But, both clients have been in business for long enough to know that even though times are tough, there was room for improvement. They knew that there was no way that their sales processes were working at 100%, 100% of the time.

The sales engines aimed to fix that.

If your business is anything like their's were at the beginning of the year ...

You know you're missing opportunities.

Leads fall through the cracks.

There is no one-place to find out everything we need to know about a prospect or client. It's strewn all over. It's in email, in your accounting system, on post-it notes and in people’s heads. And, when someone leaves the business, crucial information about "their" clients walks out the door with them.

You know your people are not following up on 100% of ...

You know you'll get more sales if you work on the sales process, but, you don't know which part of the process you should be working on now.

You don’t know how many leads, qualified prospects, meetings, quotes and sales you had this month. You don't know if it's better or worse than last month.

You don’t know which of your sales team are on fire, and who’s struggling.

You don’t know the value of each part of your marketing. You don't have answers to questions like:

Your sales team is talking to too many unqualified prospects. And, they’re playing email ping-pong. 10 emails to arrange a meeting.

Any of this sound familiar?

Things are very different for both clients now. We haven't solved every one of those problems perfectly, but we have made a lot of progress. Here are three quick highlights. (I’ve anonymised my client’s names for their privacy.)

You might think this is where I try convince you to have me build you a custom sales engine. I'm not going to do that.

I don’t think a custom-built sales engine is right for every business. These sales engines cost a bomb. Also, I'd prefer to help 200 businesses get more sales from their leads instead of just two.

I know how to do that but I'm unsure about two things:

Let me know by email to me@pete-bowen.com.

Need some help with this?

I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.

Want to increase your conversion rate?
I’ve seen conversion rates double, triple and even 10X after a few quick and easy changes to the enquiry form. Subscribe now, and I'll send you a free copy of my in-depth ebook High-Converting Enquiry Forms.
You're already paying for clicks. Now turn them into conversions. Privacy policy. Unsubscribe at any time.

Related articles

Why we lost sales. Losing potential sales always hurts. But, if you know why you lost the sale you can make changes that'll help you win more sales down the line.

"Forget about reducing the CPC" In money terms my client paid Google about $1 400 per client he contracted with. He could live with spending $500 per new client. Here's how we're going to hit that target.

What to do if leads don't answer when you call. Last month a client got 4 150 leads but their sales team was unable to contact 1 277. Here's how we're going to reduce the number of non-contacted leads and help the client make more sales.

An easier way to sell services. Bigger value projects take a lot of work to sell. You have to have the discovery calls, meeting notes, customised proposals and quotes. And, you often need several follow-up meetings. There is another way.

Deleting fake leads leads to more fake leads. If the only thing you do with fake leads from Google Ads is delete the lead delivery email you risk getting swamped by fake leads. Here's why and what to do to improve lead quality.

I love fake leads. Nobody wants an inbox full of spam, but preventing fake leads from submitting your form is wrong if you’re paying for online advertising. Here's why...

What to say on the first call to an internet lead. Calling leads back fast is the best way to ensure you get a sale if there is one going. Here's what to say on that call.

More sales are lost because of inertia than price. Most of your potential clients want what you sell but haven't handed over the money because they've run out of steam. Here's how to keep them moving towards a sale.

How to win more quotes without lowering your prices In a perfect world you'd win every quote but the reality is that most quotes don't turn into sales. It is possible to turn a lot more quotes into sales without lowering prices. Here's one way.

You could be shooting yourself in the foot if you send quotes in Excel or Word. There is a problem with emailing quotes in Word or Excel: There is no guarantee that the quote will look like it should.

Is your sales process chaotic? I was surprised when three small business owners used the same word - chaos- to describe how they currently handle leads.

The weak link that might be causing you to lose leads Some of your leads never make it from your website to your inbox. And, there is a good chance you don't know about the missing leads.

Leads ghosting you? A business owner complained that his leads were ghosting (ignoring) him after initially showing interest. As we worked together we uncovered a mismatch between lead temperature and his response.

60 leads a week and no sales Their first instinct was to change the adverts. It sort of makes sense. Adverts aren’t producing sales so the adverts must be broken. Fix the adverts and you'll get more sales. But, they could change their ads, spend a load more money and get no sales. This is because the adverts might not be the real problem

How to get leads from different sources into your CRM automatically I’ve got a client in the motor trade who gets about 2 000 leads a month from 22 different online sources. Here's how we put them into his sales engine automatically without expensive computer code.