Our Approach to PPC Advertising

When it comes to our approach to lead generation marketing in Edmonton, every single aspect related to the construction and management of our client’s campaigns focuses on one essential goal – generating qualified leads for our clients

In this article, we will review the following:

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    Google Ads is a tremendously powerful advertising tool when used correctly. PPC advertising can easily be the most profitable type of online advertising when handled by a capable manager. When running a Google Ads campaign, you have access to a bottomless pit of data points such as:

    It is easy to fall into the Google Ads data trap because of the enormous amount of data that Google provides its users. At the end of the day, when we send a client their monthly performance reporting, most if not all are not looking at impression share, CPC, impressions, and so on.  Our clients are looking for two things:

    • How many times did my phone ring from a Google Ad?
    • How many form submissions did I get?

    From construction to on-going optimization, every aspect of our lead generation marketing focuses on maximizing our clients’ number of qualified leads. All other data points are used as a guide for reference and comparison when analyzing data.  But at the end of the day, our optimization process trickles down to a straightforward goal – increasing the number of conversions.

    How We Manage Lead Generation Marketing – A Bird's Eye View

    All PPC campaign design is to generate a positive ROI for our clients.  The purpose of creating ads for our clients is to display their services and value proposition.  The critical aspect of any lead generation marketing PPC program is to create a relevant ad that encourages users to contact our client.  Our campaign development process follows these core steps:

    PPC Strategy Guide

    Creating Relevant Ads

    We design relevant ads for our campaigns with the following in mind:

    • Narrow service-focused ad groups with dedicated, focused ads
    • Dedicated landing pages for each ad group or service
    • All landing pages have all the information a potential client will need to convert, such as a form or contact information.

    Finding Keywords That Generate ROI

    To find the keywords most likely to convert and generate a return-on-investment for our client, we follow a simple but remarkably effective process:

    1. First and foremost, our first step is to set up our PPC campaigns with proper conversion tracking. All decision making and optimization from this point on will rely on accurate and robust conversion data.
    2. Secondly, we cast a wide net with many keywords related to our client service portfolio.
    3. We then, over time, isolate the keywords most likely to convert into a lead. We isolate keywords using 3rd party software, which allows us to identify which keywords lead to a phone call or form submission
    4. Eventually, our goal is to have a limited number of high probability converting keywords running in a client’s campaign.

    The reality with any PPC campaign is that you will be working with a limited or fixed budget.  It is impossible with a limited budget to capture the search volume for every single industry-related term.  Because of this reality, you must sometimes make tough calls.

    When working with a fixed PPC budget, you must find the most likely keywords to generate a call at an acceptable acquisition cost.  Sometimes this involves turning off a keyword that generates some calls and funnelling that ad-spend to other keywords that generate leads with a higher frequency.

    The Dreaded PPC Data Trap

    Google Ads provides a tremendous amount of data; because of this, it is easy to fall into the trap of chasing performance metrics that do not give value to the client.  A prime example of this is cost-per-click (CPC). It is common for PPC agencies to chase a lower cost per click.  They will sometimes determine a campaign’s success solely by lowering the cost-per-click for a Google Ads campaign. Tracking per-click expenses is a dangerous trap because it does not focus on the real purpose of a Google Ads Campaign – Lead Generation.

    CPC is most certainly a metric you want to optimize, but it is not the only one.  What Leads Marketing Group first focuses on is finding keywords that convert.  Once we have isolated those impactful terms, we then continuously optimize peripheral data metrics.

    Below is an example pulled from a single ad group for one of our clients.  This simplified example shows that focusing solely on a metric like CPC is not always the right approach when optimizing a campaign.

    This client's ad group has two keywords running simultaneously; both keywords are spent roughly at the same pace. Keyword 1 has a lower CPC and a lower conversion rate.
    KEYWORD 1$1000$4.0025015%37.5
    KEYWORD 2$1000$6.0016633%55
    Average CPC:$4.80
    When you look at the above example, which keyword do you keep, and which do you consider turning off? Many campaign managers would turn off the keyword with the higher CPC. Below are two scenarios; you can see the impact on overall CPC – But most importantly, look at the number of leads generated.
    Turning Off Keyword 2
    KEYWORD 1$2000$4.0050015%75
    Average CPC:$4.00
    Turning Off Keyword 1
    KEYWORD 2$2000$6.0033333%110
    Average CPC:$6.00

    In this simple example, you can see how turning off the cheaper yet lower converting term resulted in:

    • An increase campaign cost-per-click average
    • A lower total click count
    • A much higher lead generation count

    As you can see, by focusing on terms that have a significantly higher likelihood of converting into a lead, you can improve the performance of your campaign by pausing or deleting terms with lower conversion rates.

    Many PPC campaign managers would look at the above example and struggle with the reality that cost-per-click has gone up and that click total has gone down.  But as I mentioned earlier.  Those are not metrics most clients will care about.  They only care how many times the phone rings.


    At Leads Marketing Group, we put ourselves in our client’s shoes when building, managing, and optimizing PPC campaigns.  At all times, we consider what is most valuable to the client.  We use a comprehensive data and conversion-driven process to create the best possible ROI for our clients.  If you want to learn more about how we manage our campaigns, we would love to hear from you!

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