IN today’s day and age, business owners cannot rely on their existing customer base to grow a successful business. Growing a business takes a constant supply of leads who will eventually become clients. This guide details pay-per-click (PPC) advertising to get more leads and grow your business.

Who PPC Lead Gen Works For

PPC, not just for e-commerce websites. PCC is a highly effective channel for websites and companies doing online lead generation.

Businesses that cannot or will not do business with just anyone relay on Lead generation (often referred to as “lead gen”). This is a process where leads are pre-screened through an information-exchange that takes place so the company and consumer can make decisions based on shared information.

Lead-gen business might include:

  • Trial periods
  • Approval and denial processes
  • Long sales cycles due to the complex nature of the product or service
  • Price quotes


Some examples of these types of leads include:

  • Financial services (credit cards and mortgages)
  • Insurance companies

All of us, at one time or another, has been a lead for a specific type of company.  When you become a lead, you are categorized by a specific type. For example, “hot lead” or “warm lead”. Marketers then began custom advertising based on these categories until an event occurred: you signed up for services, were denied, took no action, or were places on a list to be marketed to later.

The goal of lead gen is to guide potential leads into a tracking system and for a sales person to close the deal.  Through this system, information is exchanged to allow for the company to learn more about your needs and requirements and for you learn more about the company’s products and services. It starts with obtaining basic information, like a name and email address, then progresses to getting more detailed information about the prospect. Eventually, an experienced sales person, knowing more about the customer’s needs can step in to make a personable sale.

Why PPC Is Great for Lead Gen

For PPC to work.  There needs to be a constant supply of interested customers.  The challenge is getting the initial leads to take the first step. Let’s look at some of the ways a customer can make this jump and why PPC is a great way to source targeted leads:

  • Blogging: This is an engaging way to source leads, but can be time consuming and writing intensive. Blogging requires a constant supply of fresh, publishable content, and numerous subscribers that are able and willing to share content.  Building a blog is a lot of work!
  • Email: Emailing existing subscribers, or renting or purchasing a list of potential lead email addresses to market to can help you in identifying great new leads for your business.
  • Social media: New followers or fans can help to spread the news of your company, but these types of leads may or may not be interested in purchasing your product or services.  They may not even be in your target market.
  • Organic search: Millions of people search online for goods and services everyday.  If you are on the first page of their search findings, there may be a lead in your near future. AND these Clicks are free! However, you may be competing with hundreds of competitors and your web-pages must have gone through significant SEO work to achieve high rankings in the search engines.  Ranking can take weeks, months or even years to accomplish and then must be maintained in order to stay on top.
  • PPC: PCC allows you to be one of the first in line for targeted leads who are searching for your products or services.


Wrapping all of these strategies together into a plan is vital to maintain positive lead gen. This does come with a cost.  PPC allows you to pay per click and that someone will need to manage social media, emails, do the SEO work and write those blogs.  May sound like hard work, but that is what we are here to help you with.


Benefits of PPC for Lead Generation:

  • Attract visitors who are in the market for what you offer
  • Make immediate keyword rankings and traffic
  • Control the messaging for each portion of contact
  • Use search data to craft your message to specific needs
  • Know more about your leads and what they are searching for
  • Maintain data to review Return on Investments
  • Build a database of potential leads
  • Use lists to market your company


Lead Gen vs. E-Commerce

The principles you use for optimizing lead-gen campaigns with Google AdWords are the same with e-commerce.  Both use tightly themed ad groups, testing ad copy and offers, and a variety of keywords.The main difference between lead gen and e-commerce is that lead gen utilized a qualification process.  E-commerce does not. E-commerce pushes customers to a sale by offering showcase discounting which provide customers with a sense of getting something for less money.  Examples include: Free shipping on orders over $75, 20% off today only and free gift with purchase. Lead gen seeks feeds the customers appetite for additional information and allows us to gather more information on their needs.  This can be achieved by offering guides to download, offering free informational webinar, or offering a quote. E-commerce pushes for a sale, while lead gen builds a relationship with the customer making them feel comfortable.

E-commerce ads would say things like :

  • Buy now!
  • Save 30% by ordering today
  • Free shipping!

Lead Gen ads would say things like:

  • See how much you could save
  • Get a free quote today
  • Join our webinar to learn more


The goal with PPC is to keep a steady stream of qualified leads coming in. You will need to widen your advertising area to increase your chances of landing qualified leads. Not every click will equate to a sale.  You will need to account for this.

How to improve your lead-gen performance:

Entice visitors with offers. Offer something (e.g., e-guide download, informational paper) in exchange for the visitor’s email, name, and more. Even if they only sign up for your blog or follow you on social media, you can work to leverage their interest for a sale or additional leads. Enticing them with offers keeps them interested.

Focused landing pages. Provide the customer with additional reasons why they should provide you their information. Explain the benefits of giving the information, ask for relevant information only and make the process easy.  Target the landing page for this information only, as asking for too much information turn them off. Use primary and secondary CTAs. Test landing page length and fields. Make it as painless as possible.


Things to notice:

  • Minimal fill ins can increase your responses
  • Use bullet points to convey information
  • Use testimonials and list of past clients
  • Use offers in exchange for information
  • Be trustworthy
  • Be credible


BONUS: Three excellent resources for landing pages:


Dynamic number insertion (DNI). DNI enables a change in the phone number that is shown in your ads and on landing pages. Call representatives can then identify which keywords triggered the call. This enables the call representatives to properly route calls to your staff members. Two of the better-known providers are ifbyphone and Call Rail.

Invest in a solid CRM. Staying on top of managing your leads can be a full time job in itself.  A CRM (customer relationship management) program allows you track and manage who contacted you, their interest, and any outcomes. You can then group your leads and begin a conversation with them via email or phone call. Some of the well-known CRM programs are Infusionsoft, Zoho, and Salesforce.

Focus on a “new” KPI. While PPC focuses mainly on cost-per-click and conversions rates, cost-per-lead (CPL) is one of the key performance indicators in PPL.  To calculate CPL you divide the overall cost of PPC campaign by the number of leads.This will show you how much you are actually paying for your leads.