💡 GOOGLE ADS VS ORGANIC LEADS

GM 💡 Welcome back to another Lead Memo action plan. Whether you're looking to pay for ads or tap into the power of organic traffic, this action plan shows you how to generate more leads with both strategies working together.

IN TODAY’S MEMO:

• 💡 How to use Google Ads for Local Lead Gen

• 💡 3 Steps to Organic Google Leads (Free)

• 🔓 ACCESS: Training, Courses & Workshops

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ACTION PLAN
💡 HOW TO USE GOOGLE ADS FOR LOCAL LEAD GENERATION!

Google Ads can drive high-quality local leads directly to your business, but many business owners don’t use it to its full potential. Here’s how to take your Google Ads campaigns to the next level and start generating leads that actually convert.

Step 1: Define Your Goal—And Go Beyond Just Clicks

It’s easy to think of Google Ads as a “click generator,” but the real goal is to generate high-quality leads that convert. So, before setting up your campaign, define the specific outcome you want.

Pro Tip: While many business owners focus on "clicks," what you should focus on is conversions (phone calls, form submissions, or purchases). Use Google Ads' "conversion tracking" to see not just who’s clicking, but who’s taking action.

Hack: Set up “Micro Conversions” like form views or email opens. This allows you to track user engagement with your site before they convert, giving you more data to adjust your campaigns.

Step 2: Hyper-Target Your Local Audience with Location Targeting

For local businesses, location is everything. Don’t waste money targeting people who will never walk into your store or use your services.

Pro Tip: Google allows you to target specific zip codes. If your business serves specific areas, use these settings to focus your ads where they’ll have the most impact.

Hack: Enable “Radius Targeting” to create a custom radius around your business location. This helps you focus your ads on a highly relevant audience within a specific range—perfect for local businesses with specific geographic boundaries.

Step 3: Use “Long-Tail Keywords” for Laser Focused Traffic

The most common mistake in Google Ads is going after overly broad keywords. If you just target “plumber,” you’ll spend a fortune for clicks that don’t convert.

Pro Tip: Use “long-tail keywords” to target customers who are specifically searching for exactly what you offer. For example, instead of just “plumbing services,” target “emergency plumbing services in [your city].” These are less competitive and result in higher conversion rates.

Hack: Use Keyword Planner to find “low-competition, high-intent” keywords. These keywords are typically more cost-effective and attract serious buyers, not just browsers.

Example: If you're a roofing company, a long-tail keyword might be “affordable roof repairs in [city name]” or “best roof inspection near me.”

Step 4: Write Ad Copy That Speaks to Local Pain Points

To make your ad stand out, speak directly to the needs and problems of your local customers. Focus on what sets you apart in your area.

Pro Tip: Tailor your ad copy to address local pain points. For example, “Need a plumber in [city]? Fast Service, No Hidden Fees.” This resonates better with local customers who want quick, affordable service.

Hack: Add dynamic keyword insertion in your ad copy. This Google Ads feature allows your ad to dynamically change based on the search query, making your ad feel more relevant.

For example: “Need an [Emergency Plumber] in [City Name]? Call Now!” If someone searches for “Emergency Plumber in [City Name],” your ad will automatically show the relevant keyword.

Step 5: Optimize Your Landing Page for Conversion

Your landing page should match the intent of your ad. The more aligned it is with what someone is looking for, the more likely they are to convert.

Pro Tip: Include trust signals on your landing page, such as customer reviews, testimonials, or industry certifications. Local customers want to know you’re reliable and trusted in their community.

Hack: Use A/B testing on your landing page. Test different headlines, offers, and layouts to see what drives the highest conversion rate. For example, try a simple “Click to Call” button vs. a “Get a Free Quote” form and measure which performs better.

Step 6: Leverage Ad Extensions for Extra Visibility and Action

Ad extensions are a powerful but often underused feature in Google Ads. These allow you to show additional information—like your phone number, location, or specific offers—directly in your ads.

Pro Tip: Use call extensions to show your phone number right in your ad. This is especially effective for service-based businesses, where customers often need quick responses.

Hack: Add sitelink extensions to direct people to specific pages on your website. For example, link to your “Services,” “About Us,” or “Special Offers” pages to keep people engaged longer and boost your chances of conversion.

Step 7: Implement Negative Keywords to Save Money

Negative keywords help you avoid showing your ads to people who are irrelevant to your business. If you're running ads for a restaurant, for example, you don't want to show up when someone searches for “restaurant jobs.”

Pro Tip: Regularly add negative keywords like “cheap” or “free” to avoid wasting money on people who aren’t willing to pay for your services.

Hack: Use the Search Terms Report to find irrelevant search queries and add them to your negative keywords list. This helps you refine your targeting and save budget.

Step 8: Track, Test, and Optimize Regularly

Google Ads is an ongoing process. To get the best results, you must continuously track performance, test different variations, and optimize for conversions.

Pro Tip: Regularly review the Google Ads Dashboard to track key metrics like CTR (click-through rate), CPC (cost per click), and conversion rate. Adjust your campaigns accordingly.

Hack: Use Google Analytics to track user behavior once they reach your site. This provides more insight into which ads and landing pages are generating the most qualified leads.

Your Actionable Takeaway:

1. Set clear campaign goals that focus on conversions, not just clicks.

2. Use location and radius targeting to ensure you reach the right local audience.

3. Target long-tail keywords with high intent to reduce competition and cost.

4. Write highly relevant, localized ad copy that speaks to local pain points.

5. Optimize your landing page with trust signals and A/B test for higher conversion rates.

6. Leverage ad extensions to increase visibility and calls to action.

7. Use negative keywords to eliminate irrelevant clicks and save budget.

8. Track, test, and optimize your campaigns regularly for the best results.

Here’s the bonus section added to the action plan with three actionable tips for generating leads from Google without paying for ads:

Bonus: How to Rank Higher on Google Without Paying for Ads

Not ready for paid Google Ads? No problem! You can still generate quality leads through organic search by improving your SEO. Here are 3 proven steps to help your business rank higher and start attracting organic traffic:

1️⃣ Optimize Your Google My Business Listing

Google My Business (GMB) is one of the most effective ways to increase your local visibility without spending money on ads.

Pro Tip: Ensure your GMB profile is complete, with accurate information, photos, and business hours. Use your business name, address, and phone number (NAP) consistently across all online listings.

Hack: Encourage customers to leave reviews on your GMB page. Reviews improve your ranking and make your business more attractive to potential leads. Respond to reviews regularly to show you’re engaged and professional.

2️⃣ Focus on Local Content and Keywords

To rank for local search queries, you need to create content that’s relevant to your area and your target audience.

Pro Tip: Add your city or region to key areas on your website, such as blog posts, service pages, and meta descriptions. For example, instead of just “plumbing services,” target “emergency plumbing services in [city].”

Hack: Start a blog or FAQ section with content that answers questions people in your area are asking. For example, write about local trends, common problems, or how your service can help solve specific regional issues.

3️⃣ Build Quality Local Backlinks

Backlinks from reputable local websites (like local news outlets, blogs, or business directories) help Google trust your site and boost your search ranking.

Pro Tip: Get involved in local events, sponsorships, or charity drives, and ask local businesses or organizations to link back to your website. These backlinks will show Google that your business is an active part of the community.

Hack: Submit your business to local business directories (such as Yelp, Yellow Pages, and local chambers of commerce). Make sure your business details are consistent across all directories to improve your SEO.

Your Actionable Takeaway:

1. Optimize your Google My Business listing with accurate info, photos, and customer reviews.

2. Focus on local content by targeting regional keywords and creating valuable blog posts.

3. Build local backlinks by connecting with local businesses, events, and directories.

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