Google Ads for lead generation

Most Google Ads advice focuses on campaigns. Things like account structure, ad copy, bidding and so on. These things are important, but they're only part of what makes Google Ads profitable.

Google Ads doesn't operate in a vacuum

I've worked with hundreds of businesses since 2007. Over and over I've seen good campaigns fail to deliver the hoped-for results. As I've dug into why, I've become 100% convinced that Google Ads is only profitable when it's part of a working system.

I call it the CLIENT framework. Each letter stands for one part of the system:

• Clicks – Get enough of the right people to click your ads.
• Landing page – Turn those clicks into leads with a page built to convert.
• Insight – Make sure whoever manages your ads understands your business.
• Engage – Have a process that converts leads into paying customers.
• Nudge – Keep improving by learning from what happens after the click.
• Track – Measure what matters: how much money your ads actually make.

If any of these parts are weak, Google Ads is less profitable, or not profitable at all.

• A great landing page can't turn the wrong visitors into good leads.
• Qualified leads won't buy if your business is slow to engage with them or has a poor sales process.
• And so on.

Google Ads is at its best when the whole system works.

This section is mostly about the Google Ads part of the system.

I've put my best thinking on this into my book Profitable Google Ads. If you think it'd be useful please download a free digital copy at the bottom of the page. If you prefer a paperback you can order one at cost here.