Top 5 PPC Lead Generation Pro Tips

Tip #1: Test Both Google Ads And Facebook Ads Initially

Having owned a PPC agency that focuses on franchise leads and franchise advertising for about a decade and a half, one of the questions that we always get on the phone with new clients is “Should I start by advertising on Google or Facebook?”.  It’s been our experience that it’s very hard to know.  Most often, you’re best off testing with a small budget of like $30 / day on Google and $20 / day on Facebook and see what works for you, that is if you have the budget to do so.  From there, you can establish what your Cost Per Lead (CPL) and Cost Per Sale (CPS) is on each network and make adjustments accordingly.  To help with this, here are some PPC lead generation pro tips.

If Google Ads is working better for you, slide some budget over from Facebook or add more budget to Google with more money.  Then, rinse and repeat.  Make sure to keep track of the actual Campaigns, Ad Groups, Keywords and Search Queries that are working for you in Google Ads so you know which keywords are actually making money for you.  And on Facebook Ads, keep track of the Audiences that are working best.

Tip #2: Write Articles In-House

Most people don’t like to hear this, but this day in age, content is definitely king.  And, no one is going to be able to tell your story better than yourself.  Making sure that you have some type of Content Management System (CMS) like WordPress up and running so that you can write high quality blog articles (1-3 / week) will go a long way for you.  Use Yoast or some other plugin to make sure that the SEO stuff behind the scenes is descent.  And, always make sure to submit your new content to Google Search Console, so that Google can index it as soon as you’re finished writing it.

I might add that adding images, videos, and video transcripts can be helpful.  I like to wait for an article to start ranking at least somewhere in the top 10 pages before I will come back and shoot a video of myself reading or talking about the article (which I post into the page itself), but make sure to use multiple mediums, not just text in your content.  Videos and images go a long way with Google.

Lastly, there are a lot of cool programs like that are out there that you can use to supplement your content in your blog articles.  So, write the first part in your own voice and then if you get tired, lean a little bit on AI to help you write more content and stay consistent with your writing.

I also like to use Google Search Console to find new terms that Google is already ranking me on to push  harder on those terms, if I think they will be valuable to me.  And, then I take some of this data and double down on Google Ads if I want more leads.

Tip #3: Use Separate Landing Pages for PPC vs SEO Traffic

For SEO traffic, you need to use some type of a blog CMS that can handle a lot of content in an optimized fashion.  But, when it comes to PPC lead generation, you really want to use something like,, or to host your PPC landing pages.  At least, this is what we do for all of our PPC clients.  It allows us to track the traffic separately and make any website changes that we need to via a new domain or sub-domain without having any negative impact on the crucial SEO, content driven website.

Time and time again, we get phone calls from prospective clients who tell us that their CPL on Google Ads is around $150-$1,000 per lead when for their industry it should be around $30-$50.  The reason for this is nearly always the same.  They are driving traffic via PPC leads to websites designed for organic traffic instead of PPC driven landing pages.  Often times, you want for 5-30% of your traffic to convert into leads.  If you have a bunch of navigation, content, etc. on the page, this becomes incredibly difficult to do.  It’s fine if your landing page conversion rate is only 1-4% if your traffic is all free via SEO, but it’s not fine if you’re paying for expensive clicks that need to convert immediately.

Tip #4: Go With Industry Specific Agencies

If you’re going to hire an agency to do your PPC advertising, make sure you understand that just because an agency is good in 1 field doesn’t mean they are great in another.  For us, we stick to industries like franchise lead generation, dental lead generation, home service lead generation, etc as opposed to e-commerce lead generation.  The reason for this is that we’re just not good at maintaining tiny margins from shopping cart sales.  It’s just not our jam.

But, what we are good at is driving very targeted leads for specific industries.  For us, it’s a little unique because “franchising” touches so many other verticals.  So, we’ve had to learn how to drive leads for gyms, salons, pest control, and hundreds of other micro niches within ppc lead generation given our book of business.  Having said that, we know what we’re good at and what we will not touch.  Be careful not to go with an agency that says they are good at everything.

Tip #5: Focus On Your ROI

No matter whether you are driving leads from SEO, PPC, radio, television, PR networks, or anything else make sure that you know what your ROI is per channel.  When you find something that’s working for you, use profits from that as a springboard to test other lead generation sources.  At the end of the day, you want as many profitable lead sources that are profitable going on as possible (that you can operationally support).

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5 More PPC Lead Generation Tips (In Case You Need A Few More Ideas)

Pay per click (PPC) lead generation can be an effective way to generate leads and drive conversions. However, it’s a highly competitive landscape that requires careful consideration in order to make the most out of your investment. Here are five tips for getting the most out of your PPC lead generation efforts:

6. Analyze Your Target Audience

The first step to successful PPC lead generation is understanding who makes up your target audience. By studying current customer data, you can create personas based on past behavior and preferences. This will help you identify keywords that are more likely to convert leads into sales. It’s also important to consider their needs and interests when creating ad copy and other content.

7. Focus on Quality Over Quantity

When it comes to PPC lead generation, it’s important to focus on quality over quantity. Instead of simply throwing money at random keywords, pay attention to the ones that result in the highest ROI. This means targeting keywords with high search volume, but also low competition. Additionally, you should make sure your ad copy is tailored specifically to each keyword phrase and speaks directly to your target customer’s needs and interests.

8. Use Landing Pages

Using landing pages is a great way to maximize your PPC lead generation efforts. They provide a clear call-to-action for visitors that increases conversion rates. When creating landing pages for lead generation, be sure to use attractive visuals and clear messaging that emphasizes the value of your product or service. Additionally, make sure it’s easy for visitors to take action by adding forms and other conversion elements.

9. Test Different Strategies

Testing different strategies is key when optimizing PPC lead generation campaigns. Try out different ad copy variations and landing page layouts to see which ones yield the best results. You should also test keywords on a regular basis to ensure you’re targeting the right phrases for maximum conversions. A/B testing can provide invaluable insights into how customers are responding to your ads so you can refine your approach accordingly.

10. Track Your Results

The only way to know if your PPC lead generation efforts are successful is by tracking your results. Regularly analyze data from sources such as Google Analytics to understand which campaigns are performing the best and which ones need optimization. Additionally, keep an eye on your cost per lead so you can adjust bids accordingly and make sure you’re not overspending.

By following these tips, you can ensure that your PPC lead generation campaigns yield maximum ROI. A strategic approach to targeting keywords, crafting engaging ad copy, and implementing effective conversion techniques will help you get the most out of your investment. And of course, don’t forget to track your results regularly in order to tweak and refine your strategy for continued success.