How to generate leads on Google Ads: learn about the tools and strategies

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How to generate more qualified leads on Google Ads? This is one of the most significant challenges for any B2B business. In this article, we show you how to use Google Ads, explaining its main advertising tools and decisions to use the platform strategically, substantially increasing your chances of generating leads.

How do I know whether or not to invest in Google Ads or other paid media channels?
You know that with the current reality of the B2B market, you can't stop advertising. They are one of your biggest opportunities to generate more and more leads and sales. But you also don't need to advertise dozens of times on different platforms. Depending on your current situation as a company, it is more strategic for you to understand which platform will bring you the best results with the least effort, advertising to the right audience.

The first step is to analyze which platforms are ideal for your brand and your ads. See the diagram below, with data from our 2023 Lead Generation Panorama :


Google Ads tends to have higher conversion rates due to its intentionality. It is a platform whose main advertising tool is keyword campaigns, which deliver results according to the words chosen and bids paid by the company. In this way, there is already an intentionality behind the search, allowing you to advertise to an audience that already has the intention to buy, is already aware that it is a possible solution, or you can calibrate the results to a problem recognition stage.

Therefore, whenever your company has a type of business for which there is a search demand, we recommend starting with Google Ads.

How to generate leads on Google Ads in practice
Google Ads has different types of tools for running campaigns and overcoming the challenge of generating leads on Google. Search campaigns (keyword searches) are the ones that have the greatest potential for return on investment due to their intentionality. Other campaigns, such as Display or even YouTube campaigns (a platform that is part of the Google ecosystem), are excellent options for generating brand awareness or implementing a retargeting strategy with a list or custom audience.

Want to maximize the return on investment of your campaigns? Check out our material aimed at entrepreneurs and marketing leaders to increase the ROI of their online ads , based on 8 years of experience with paid traffic.

Check out the campaign types available through Google Ads below, updated in April 2024:


Google Search Campaigns: How to Generate Leads
Google Ads has different types of tools for running campaigns, with Search campaigns (keyword searches) having the greatest potential for return on investment due to their intentionality. To think about the strategic part of your Search campaign and how it fits into your marketing goals, we recommend following these 4 steps:

1. Set an initial budget based on your marketing goals and the competitiveness of your keywords.

2. Start with a smaller test to understand the greece whatsapp data effectiveness of your campaigns and adjust your budget based on performance.

3. Regularly analyze your cost per lead (CPL) and compare it to the average value of a customer to your business to assess your return on investment.

4. Don’t forget to distribute your budget between different channels to test which channel offers the best conversion rate and ROI.

To start, focus on creating Google Ads campaigns centered around keywords that your target audience is using to search for the solutions you offer. Start by conducting detailed keyword research using tools like Google Keyword Planner or Ahrefs to identify long-tail terms with lower competition but high relevance.

Set up your campaigns to use exact or phrase match to ensure your ads appear for highly relevant queries. Monitor and adjust your bids to optimize cost per acquisition (CPA) and maximize return on investment (ROI).

Research Campaign Specifications
Search campaigns are targeted based on keywords, that is, the words and phrases that users type into Google searches;
It is crucial to select relevant and specific keywords so that ads are only displayed to users interested in your products or services;
It is essential that keywords are carefully selected so that your ad appears at the right time for the user, in order to increase the click-through rate and, consequently, conversion on your website.
Another way to advertise on the Search Network is through Dynamic Search Campaigns . With these, you don't need to define keywords, but rather set up categories or URLs for your company's website.

Tips and Best Practices for Search Campaigns
Here are some best practices to ensure your campaigns get the best results on Google's search network. We've managed to understand how to generate leads on Google

Define the funnel stage for your campaign: this separation will allow you to communicate with potential customers in the right way, understanding those who are most active;
Define the ideal keywords: this step is essential for good performance, as it will allow your ads to be shown to the right people;
Work with negative terms: It is almost certain that some unqualified searches will trigger your ads. Therefore, analyze search terms frequently and include them as negative keywords;
Think about the ideal copy: by understanding your persona and the stage of the funnel they are in, establish the best communication in your text ads (titles, descriptions, etc.);
Use your keyword in your ad: To make your text ad relevant, include your keyword whenever possible;
Use ad extensions: extensions allow your ad space to be increased on the results screen, as well as enabling better communication with the user and increasing the CTR (click-through rate);
Analyze Partners and Display Network: It is recommended that you analyze the performance of your Partner and Display Networks, if they are enabled. This way, you can exclude one of them if the performance is not satisfactory;
Use responsive ads: They allow automatic optimization by Google's algorithm, displaying the titles and descriptions that bring the best results.
Lead generation on Google Ads with different types of campaigns
In addition to search campaigns, explore other options like Google Display Network and YouTube video campaigns (a platform powered by the Google ecosystem). These campaigns help build brand awareness and can retarget visitors who didn't initially convert using retargeting strategies with a list or custom audience.

The Google Display Network allows your marketing to be more proactive since it doesn’t depend on a user searching for your products or services. That’s why it’s important to consider what your business’s goals are with the Display Network. This campaign is often used for earlier stages of the sales funnel or to re-engage users with remarketing efforts.