Where lead quality comes from
- FormOne question that screens out poor fits
- PageService area, price range and what you do not do
- TargetingBuying keywords, negatives and tight locations
- FeedbackBooked jobs sent back to the ad platform
Feed results back to Google
Google can import which leads turned into customers from your CRM. Offline conversion imports use the click ID saved with each lead. Enhanced conversions for leads add hashed form data to improve matching. Either way, bidding learns from jobs instead of form fills.
Let the page filter
- Name the areas you serve and the ones you do not.
- Give a price range or minimum job size.
- Explain who the service is not for.
- Show the steps after someone gets in touch.
These lines lower the number of leads a little and raise the share that buy.
Judge by cost per job
A campaign with $40 leads that rarely close loses to one with $90 leads that often close. Track which campaigns and keywords bring booked work, not just forms, and move budget toward them.
Good example. A landscaping company adds a minimum project size to its page and imports signed contracts. Leads drop by a quarter and sales rise.
Bad example. A landscaping company chases the lowest cost per lead. It fills the calendar with free quote visits for tiny jobs.
Read how to handle spam leads. Our PPC management reports booked jobs, not just leads.