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How Do You Get Leads from PPC? Maximising Your Campaign’s Potential

Picture of Ben Spray

Ben Spray

Managing Director of We Are Marketable

In today’s competitive online landscape, pay-per-click (PPC) advertising has become an essential tool for businesses looking to generate leads and expand their reach. As a result, understanding how to effectively get leads from PPC campaigns is crucial for driving success and improving your return on investment (ROI). In this article, we will discuss the best practices for maximising your PPC campaigns and securing valuable leads for your business.

1. Keyword Research: The Foundation of PPC Success

To get the most out of your PPC campaigns, it’s vital to conduct thorough keyword research. This process involves identifying the most relevant and valuable search terms for your business, based on factors such as search volume, competition, and user intent. By targeting the right keywords, you can ensure your ads are displayed to users who are actively searching for your products or services.

Some useful tools for keyword research include Google Ads Keyword Planner, SEMrush, and Ahrefs. These platforms can help you identify high-converting keywords, as well as long-tail keywords that offer lower competition and a more specific audience.

2. Crafting Compelling Ad Copy: Encouraging Clicks and Conversions

Once you’ve identified the right keywords, it’s time to create engaging and persuasive ad copy. A successful ad will include a strong headline, a clear call-to-action (CTA), and a unique selling proposition (USP). These elements work together to encourage users to click on your ad and learn more about your offerings.

To optimise your ad copy, consider the following tips:

  • Use power words that evoke emotion and urgency, such as “exclusive,” “limited time,” or “save.”
  • Clearly communicate the benefits of your product or service, focusing on the needs and desires of your target audience.
  • Test different variations of ad copy to determine which performs best in terms of click-through rate (CTR) and conversion rate.

3. Optimising Landing Pages: Turning Clicks into Leads

A well-designed landing page is essential for converting clicks into leads. To maximise conversions, your landing page should be relevant to the ad, easy to navigate, and visually appealing. It should also include a clear and compelling CTA, urging users to take the desired action (e.g., sign up for a newsletter, request a quote, or make a purchase).

Some best practices for optimising your landing pages include:

  • Keep the design clean and uncluttered, with a focus on your CTA.
  • Use persuasive and benefit-driven headlines to capture users’ attention.
  • Incorporate trust signals, such as customer testimonials, case studies, or industry certifications, to build credibility and trust.
  • Use responsive design to ensure your landing page looks and functions well on all devices.

4. Utilising Ad Extensions: Enhancing Your Ads with Additional Information

Ad extensions are a powerful feature of Google Ads that allow you to include additional information about your business, such as phone numbers, addresses, or links to specific pages on your website. By incorporating ad extensions, you can increase the visibility of your ads and provide users with more reasons to click.

To make the most of ad extensions, consider using the following types:

  • Sitelink extensions: These allow you to add links to specific pages on your website, such as product pages, promotional offers, or contact information.
  • Call extensions: Display your phone number alongside your ad, making it easy for users to contact you directly.
  • Location extensions: Showcase your physical location, helping users find your business and encouraging them to visit in person.

5. Monitoring and Optimising Your Campaign: Data-Driven Improvements

Regularly monitoring and optimising your PPC campaign is essential for long-term success. By keeping a close eye on your campaign’s performance metrics, you can identify areas for improvement and make data-driven decisions to enhance your results.

Key performance indicators (KPIs) to track include:

  • Click-through rate (CTR): This measures the percentage of users who click on your ad after seeing it. A high CTR indicates that your ad copy and targeting are effective.
  • Conversion rate: This measures the percentage of users who complete the desired action after clicking on your ad. A high conversion rate suggests that your landing page is well-optimised and persuasive.
  • Cost per click (CPC): This is the average amount you pay each time someone clicks on your ad. By monitoring your CPC, you can ensure you’re not overspending on your PPC campaign and maintain a positive ROI.

To optimise your PPC campaign, consider implementing the following strategies:

  • A/B testing: Test different variations of ad copy, landing page design, and targeting to determine which performs best. This will allow you to refine your campaign and maximise your results.
  • Bid adjustments: Adjust your bids for specific keywords, devices, or times of day to optimise your ad spend and target users more effectively.
  • Negative keywords: Add irrelevant or low-converting keywords to your negative keyword list to prevent your ads from appearing for these searches, reducing wasted ad spend.

6. Retargeting: Re-Engaging Potential Customers

Retargeting, also known as remarketing, is a powerful strategy that allows you to display ads to users who have previously interacted with your website or ads. By retargeting these users, you can increase the likelihood of converting them into leads, as they are already familiar with your brand and products.

To implement a successful retargeting campaign, consider the following tips:

  • Segment your audience: Create separate retargeting lists based on users’ behaviour, such as those who visited specific product pages or abandoned their shopping carts. This will allow you to tailor your ads to their interests and needs.
  • Frequency capping: Limit the number of times your retargeting ads are shown to a single user, to avoid overwhelming or annoying them.
  • Use tailored ad creatives: Design your retargeting ads to showcase the specific products or services that users have shown interest in, increasing the relevance of your ads and the likelihood of conversion.


In conclusion, getting leads from PPC campaigns requires a combination of in-depth keyword research, compelling ad copy, optimised landing pages, strategic use of ad extensions, ongoing monitoring and optimisation, and effective retargeting. By implementing these best practices and continuously refining your campaign, you can maximise your PPC success and generate valuable leads for your business.


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