Pay Per Click Lead Generation

    Pay Per Click Lead Generation

    3 Pay Per Click Lead Generation Tips


    Mastering lead flow to your website through both Organic SEO and Pay Per Click Lead Generation is vital for the success of nearly any business this day in age.  It’s debatable as to whether SEO or PPC is more “valuable”.  In some ways, it’s always nice to have free leads coming in from your website via blog articles and SEO in general.  And, in other ways creating a dollars in, dollars out equation for your business with known results via Pay Per Click is equally as important.

    Truth be told, I think most businesses would rather get leads for free than have to pay for them.  But, one way or another most businesses have various times and seasons where they must hunker down and really lock in their PPC campaigns in order to reach their business sales objectives.

    The fact that you’re reading this SEO article right now should give you some indication that here at Lead PPC we place high value on organic content creation.  And at the same time, with a name like “Lead PPC”, it’s probably also very apparent that our core business is in Pay Per Click not organic SEO.

    In this article you will find some PPC lead generation tips that come from 13+ years of experience as a PPC advertising agency.

    Tip #1: Google Local Ads Are Becoming Increasingly Important

    The biggest trend that we are seeing in the industry is that GLA or Google Local Ads are becoming a major area of emphasis for local business advertising.

    If you remember in about 2010 when Google made a major push toward moving organic SEO listings way below PPC and the Google Map Packs, it basically moved organic listings from #1 at the very top down to about #8 (3 Ads + 4 Maps Listings… then SEO Listings).  This was a devastating blow to websites that had made a killing off of SEO listings alone.

    Now Google has taken things a step further and moved GLA up to the very top, even higher than PPC ads.  Doing so is forcing many local businesses to not only continue and run Google PPC ads but additionally run GLA in order to stay competitive.

    The primary reason behind this is that Google has decided to compete directly with advertising agencies.  They want for their customers to go directly to them instead of ad agencies.  It’s a bit of a touchy relationship because they don’t want to ruin their relationships with all of their agency partners, but they definitely want for customers to pay them directly and then pay agencies if they choose to do so, in that order.

    This isn’t all doom and gloom though.  If you can get GLA, PPC, and SEO all working for you in tandem, it’s almost like having an entirely new medium for lead generation similar to when Facebook purchased Instagram.

    Tip #2: Using Landing Pages Versus Using Your Organic Website

     This is an age old debate, but it’s an important one.  If you’re doing E-Commerce PPC, there really isn’t a point using landing page platforms like Unbounce, Lead Pages, etc.  For E-Commerce, you want for all of your traffic (SEO and PPC) to go directly to your shopping cart so that people can buy.

    But, if you’re doing Lead Generation as opposed to E-Commerce, there is a decision that needs to be made.  It used to be a clear cut decision that you wanted for all of your SEO traffic to go to your organic website and all of your PPC traffic to go to landing pages.  In our primary vertical of franchise lead generation, we still do this after 13 years because if we send traffic to our clients’ SEO websites, the Cost Per Lead (CPL) ends up being around $150-$1,000 per lead instead of $20-$75 per lead.

    Some of this is beginning to change, however.

    While it’s still not something that we would do for our clients, if I was a franchisor and I wanted to really maximize my website traffic, I would run very cheap slightly broader ad traffic from both Google Dynamic Search Ads (<$1.00 per click) as well as Facebook Ads in a bid to just get more people to my website reading my articles and spending time on my website.

    Google is a sucker for traffic, and the more people that are visiting your site that are somewhat relevant, the better.

    Having said that, if you’ve hired an advertising agency such as ourselves to run ads for you, we’re still going to recommend that we create separate landing pages for you that are hosted on a sub-domain like “” or a new domain like “” so that we can separate our PPC traffic out from your SEO traffic and really optimize the performance of those landing apges.

    Tip #3: Google Search Console + Google Analytics

    Google has created a very simple yet useful and informative tool called Google Search Console that allows you to submit web pages directly to Google.  Using this in conjunction with Google Analytics on the organic SEO side of things will help you identify additional keywords that you should be targeting via Google PPC Ads.

    It may sound counter-intuitive but by doubling down both organically and with PPC, you reinforce to Google the relevancy of your traffic and dominate your top keywords.  Regardless of what Google may say in their public documentation, driving PPC traffic does help your organic SEO traffic for a variety of reasons.


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