Key PPC Metrics to Measure Lead Generation

Are you measuring leads in your ad campaign?

To novice marketers, it may seem unnecessary, but the reality is there is a lot to be gained by learning how to measure leads with Google Ads metrics.

In doing so, you will be able to determine how many leads are generated in return for the time and effort you invest in your websites and advertising campaigns. Furthermore, you can discover the precise areas that need to be improved to generate more leads.

Let’s find out what you can do by measuring leads with Google Ads metrics.

Before you go any further in this blog, make sure you’re prepared.

If you are new to Google Ads, you should read through our other blogs first so that you build up your knowledge in the most logical way. Read them in the following order:

• Determining metrics to measure for a successful ad campaign.
• Metrics to measure brand awareness.
• Metrics to measure for driving traffic to your website

Once you’re caught up, it’s time to dive into lead generation campaign metrics.

By a general definition, a lead is “a method of contact with a prospective new customer”. Your leads are people that you could potentially sell your products or services to.

Lead generation is “the actions or processes of identifying prospects, and cultivating a relationship that allows you to make a sale of your business’s products or services”.

Essentially, it is all about getting your site visitors to take action, such as completing a sign-up form or subscribing to your mailing list.

When you follow the buyer’s journey, you’ll find lead generation after brand awareness and impressions. Compared to those, lead generation is somewhat tricky.

There are several techniques that you can use to measure leads and various metrics in Google Ads that help you monitor and improve your lead generation.

In analytics, the bounce rate measures the percentage of visits that were just single page sessions. So, if someone visited your website but then left after only viewing the first page they landed on, that would be a bounce.

Having a high bounce rate is undesirable. It is a surefire sign that your visitors aren’t engaged with what they find. Either your content is poor, irrelevant, or just too thin to offer real value. Whatever the case may be, it isn’t enough to make people stick around and visit other pages on your site.

If you can’t keep people on your site, there’s almost no chance you’ll turn them into solid leads, never mind customers. To sum up:

Higher Bounce Rate = Lower Lead Generation

The Pageviews metric tells you the total number of pages that have been viewed on your website. The average session duration indicates how long the average visit lasts and can be calculated with the following formula:

Total duration of all sessions/number of sessions

Together, these two metrics in Google Ads provide an overview of the quality of the visits to your website.

If you’re seeing a decent number of page views and high session duration, there is a good chance that you can convert those visitors into leads. Conversely, low average session duration is a sign that you should work on improving the quality and relevance of your content first.

If you aren’t getting lots of new visitors, you’ll struggle to generate more leads. New visitors are essential to keep your lead generation efforts alive, and so you should keep a close watch on this metric. If it’s looking too low, consider ways of boosting brand awareness.

There is more to lead generation than a few key metrics and data analytics. While they are big components, you can utilize other means of measuring your leads and improving your lead gen campaign.

The ultimate goal of any lead gen campaign is to increase audience engagement with whatever it is you are offering. Whether it’s a new product, your service, or an attempt to drive numbers on your mailing list, your ad must speak directly to the target audience.

It’s best to use Google Search Network for this purpose. By creating text ads that have a strong call-to-action, you can target specific segments of your customer base to maximize the ROI of your campaign.

This extension has great potential to generate new leads. By implementing it correctly, getting new leads is simple as they are added as soon as users press call or message.

Better yet, this extension is easy to add to text ads on Google Search Network.

Want more?

Here are a few honorable mentions for you if you want to experiment with different ways of measuring leads

• Create dedicated landing pages for each one of your services.
• Use high-intention keywords to focus on prospects with greater intent to buy.
• Employ a single keyword ad group.
• Perfectly align your landing pages and ad copy.

Lead generation takes time and patience to master. By getting familiar with the inner workings of it, you’ll soon find that measuring leads with Google Ads metrics is easier than you might initially expect.

Furthermore, it will allow you to refine your campaign to drive more new leads into your funnel, which eventually can improve your conversions and profits.