So you’ve set up some Google or Meta ad campaigns and turned them on… but the leads aren’t rolling in at the rate you expected. Now what?
At Brillity Digital, we work with businesses of different sizes and industries that want better results from their paid ads. Let’s break down the most effective ways to make that happen.
Do I need to increase my ad budget?
Maybe… While increasing your budget can expand your reach, it won’t magically fix a campaign that isn’t converting well in the first place. Before you start pouring more money into your ads, consider optimizing what you have.
- Is your ad creative compelling?
- Are you giving your audience a reason to act by offering a limited-time promotion?
- Is it easy to convert on your landing page?
- Are you nurturing your leads? Or are you letting them go cold?
Once you’ve dialed everything in and start seeing improved performance, scaling your budget could be a beneficial move for powerful growth!
What kind of offers get more clicks and conversions?
Generally, most people won’t be enticed by CTAs like “contact us” or “buy now” the first time they see your ad. Try putting out value-driven, low-commitment offers that draw customers in.
- Free consultations
- Limited-time discounts
- Downloadable guide/checklist
- Free trial/samples
- Exclusive offers for first-time customers
Make sure that the next step is easy to complete and worth it to your audience.
What should my landing page look like, and how should it function?
A slow, confusing, or cluttered landing page is a huge reason why ad traffic doesn’t end up converting. Here are some characteristics of a high-quality and easy-to-use landing page:
- Loads in under 3 seconds
- Has a clear call to action
- Matches the theme/content of your ads
- Features testimonials or trust indicators
- Uses a clean and simple design
Your ads bring people to the door, but your landing page needs to convince them to step inside!
How important is it to have online testimonials?
Testimonials are incredibly powerful. When people click on your ad, they may be encountering your brand for the first time. It’s easy for businesses to talk about how great they are, but most of us want to hear from existing customers about their experiences. Testimonials, reviews, case studies, and star ratings can all help build credibility with your audience. Even displaying a few lines of praise from real customers can give new visitors the confidence to take action on your ads.
What is a lead generation funnel? Do I need one?
If you’re just sending ad traffic to your homepage or contact form, you may be losing leads.
A lead generation funnel provides a structured experience that walks someone from:
- Awareness – seeing your ad
- Interest – clicking on your offer
- Action – filling out a form or scheduling an appointment
Good lead generation funnels include:
- A tailored landing page
- An incentive or free offer
- A form or quiz to capture contact information
- A thank you page and/or a follow-up email or phone call
Funnels work by providing focus. They remove distractions and guide users to take a preferred action.
Should I run retargeting ads?
Retargeting ads are a great idea! Only 2-5% of people will convert the first time they visit your website. Retargeting campaigns on Google and Meta will help bring back warm leads who have already shown interest in your brand.
These individuals include:
- People who visited your site but didn’t fill out a form
- People who watched your video or clicked your ad
- People who abandoned their cart or session before completing
Retargeting ads will help keep your brand top of mind and will encourage users to proceed with taking the next step.
What else can I do to improve my Google and Meta ad performance?
Here are some extra tips to improve your paid ads:
- A/B Test Your Ads: Test different headlines, images, videos, and CTAs. Even small tweaks could result in large increases in lead volume.
- Use Lookalike Audiences on Meta: Target people similar to your current customers or top converters.
- Track Everything: Use Google Tag Manager, UTM links, and Meta’s pixel to gather useful information on which of your ads is driving results.
- Improve Your Website’s Mobile Experience: Most ad traffic will be coming from mobile devices. Optimize your forms, speed, and readability for mobile!
Are you ready to turn your clicks into customers? If your Google or Meta ads aren’t generating the leads you expected, Brillity Digital can help! Our expert team will review your funnel, ads, and strategy and build a campaign that converts. Contact us today!
