Leads from Google Ads campaigns are important, but they’re not everything.
Conversions, on lead generation campaigns, for the most part, are just leads. Nothing more, nothing less. And leads in and of themselves are not super valuable. They’re people contacting you who are considering doing business with you, but they’re far from a sure thing. And they’re far from actual revenue, cold hard cash coming into your business.
So yes, we want all the leads we can get from our Google Ads campaigns, but let’s never forget that leads in and of themselves, don’t actually equal new revenue.
New revenue comes from converting those leads into sales. So a “conversion” coming in from Google Ads is where marketing meets sales. Marketing work brought in the lead, and now it’s time for sales work to close the lead, and turn the lead into actual new revenue.
I’m a master marketer. I’m such a good marketer, that it has let me get away with being a bad salesman. I’m so good at getting in front of my super-perfect, super-niche, super-target audience, and the leads I get are so hot, that this master marketer skillset has actually damaged my sales skillset. But that’s okay. We all have certain natural abilities and talents, and mine happen to revolve around strategy and marketing. I’m a natural marketer. But I’m a leper of a salesman. And that’s okay because my job is not to be a salesman. My job is to use Google Ads to get hot leads for my clients.
But once those leads come in, my clients, who a lot of them are great salesmen and saleswomen, need to go to work and convert those hot leads into new revenue.
As Google Ads managers, it’s very easy to get caught up on “conversions.” We’re like bees in the beehive. We have our unique task, getting conversions, and that’s all we focus on. And for the most part, that’s a good thing. It makes us very good at getting conversions.
But sometimes it’s important to take a step back and think about how you can help your client convert more of those leads into signed up new clients and customers.
How many of my conversions are leading to actual sales?
Do I have a way to track that?
Do I have a way to track sales as my conversion metric instead of just leads?
Are my conversions too high funnel and not leading to sales at a high rate?
How can I help my clients turn more leads into sales?
All good questions to ask.