Top 10 PPC Strategies to Boost your Lead Generation

Top 10 PPC Strategies to Boost your Lead Generation

For many business owners and marketers, it is important to generate high-quality leads while removing wasteful spend in the process. Pay per click platforms, such as Google Ads, gives you the power to focus your efforts on a more narrow audience who search for products and services you provide and presents you with many options to minimise irrelevant clicks, resulting in a decrease in spend and in bounce rates. 

  1. Competitor Research
  2. Keyword Research
  3. Negative Keywords
  4. Granular Ad groups
  5. Ad Copy
  6. Extensions
  7. Location
  8. Landing Page
  9. Dynamic Keyword Insertion
  10. Test, Review, Test Again

Competitor Research

Performing competitor research is a great way to understand what others in your industry are up to. Using a SWOT analysis, a competitor analysis framework, you can actively evaluate the strengths, weaknesses, opportunities and threats of your competitors. Doing this before creating a strategy is important as it provides you with an insight into what you can ignore, implement and improve giving you a competitive advantage over the competition.

Having a strong understanding of your competitors will also help you in keyword research as you can bid on competitor brand terms to increase your brand awareness when users search for other brands. Use tools like SEMRush, SpyFu, Buzzsumo and Ahrefs to carry out your competitor research.

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Keyword Research

When searching for high-quality leads via PPC channels it is important to do keyword research. Search for keywords and phrases that closely relate to your products and services on your website and landing pages. Tools to use when finding keywords are SEMRush, Google Ads Keyword Planner and even Google search autocomplete. Avoid terms that are irrelevant and loosely related to ensure your ads appear to confront those searching for products. 

Give your business the best chance of appearing at the top of page one of the SERP buy performing strong keyword research and by having the wording within your ad copy and landing page. This will increase your ad relevance giving you an advantage when it comes to showing your ads to the right people.

Negative Keywords

Now that you have relevant keywords displaying your paid advertisements to potential customers, it is crucial that you apply negative keywords to block your ads appearing for irrelevant keywords. Buy not allowing ads to show your decrease the risk of wasteful clicks that will increase costs and can result in uninterested users entering your site, boosting your bounce rates.

Create a list of all unwanted phrases and keywords that you don’t want to be associated with your business and add the list of keywords to negative keyword lists in your shared library. Adding this list to your campaigns increases your chances of acquiring meaningful clicks.

Ad group negative keywords is another way to gather quality leads. For companies that sell multiple products or services, you can exclude keywords related to one ad group from others. This will guarantee the right ads to reach the right people. By blocking a keyword like “seo advertising” from your PPC advertising campaign will remove the likelihood of the word advertising triggering an SEO related ad.

Granular Ad Groups

When creating ads groups within a campaign ensure they relate to one topic only. Being specific with your ad groups will allow for better targeting and results. Ad groups that use keywords and copy that directly match the users search intent is key when aiming to maximise your PPC budget and provide searchers with a coherent and comprehensible advertisement to win their click.

Increase the quality of your leads by using granularity to be direct and show potential leads the information they are searching for. 

Ad Copy

Ad copy is the first thing new users will see so it is very important to make a good first impression. With search text ads you have three headings that are 30 characters in length and two descriptions at 90 characters. 

Whether you are using feature-driven or benefit-driven ad copy it is important that you sound natural. You and your business have personality and so should your ads.  Aim to use this to stand out from competitors and grab the attention of possible leads. Ensure your headlines are catchy and that you use a strong call to action to motivate your audience to take action and begin their journey down the sales funnel.

Google’s Ad Extensions are features that add extra information to your ad to provide the user with more details to fuel their decision-making process. Ad extensions, on average, increase click through rate by 10-15% by implementing a new ad extension. 

A major benefit of using ad extensions is the additional information it provides. They allow you to display details that you could not fit into the ad copy. This also makes the ads more trustworthy. By displaying information like phone number, business location and site links the user can view all necessary information before making a decision and makes your ads more authenticate and trusting.


Within your campaigns settings, you can select location targeting, which allows you to focus your budget users in the areas you serve while blocking your ads from appearing areas that won’t convert, saving your budget. When targeting locations choose the areas that are of relevance and exclude areas that are of no relevance and then bid adjustments to increase or decrease the bids on certain locations depending on their performance.

Using the geographic location report evaluates the performance of each location that your ads serve. Use this information to find out where your leads are coming from, allowing you to focus your effort and spend where your potential customers are.

Landing Page

Landing pages go hand in hand with your ads. These pages are where the users go when they click your add. An aesthetically pleasing landing page containing the keywords used in your ad copy, vital product information and strong call to actions will help you gather high quality leads. 

A good landing page can boost your ad rank, allowing your ads to appear in front of more users and to win more clicks.

It is also useful to include forms to capture the necessary information that you require from leads. This information can be used to create contact lists for further contact or remarketing lists to display ads to those who have not yet converted again.

Dynamic Keyword Insertion

Perfectly match the user’s search intent by using the Google ads Dynamic Keyword Insertion (DKI) feature. DKI allows you to customise your ads to a searcher’s query by pulling the search terms and updating the ad copy to include the term, creating a more relevant ad so the user will be more likely to click the ad.

DKI can also be used in the landing page to further provide content relevant to the searcher’s intent. Make sure to have a strong negative keyword list to prevent unwanted items appearing in your ad copy and landing page.

Test, Review, Test again

When implementing any changes to your Google ad campaigns or landing pages it is crucial that you note the changes and test them to make sure they are working correctly. After some time has passed, review the performance since the changes and report on the successes and failure and test some more. 

Constant testing will provide you with a better understanding of how change affects your campaigns allowing you to build higher performing campaigns that generate high-quality leads and reduces the risk of your campaign’s performance plateauing. 
Hopefully, this post has helped clear up any queries you had about which PPC Lead gen strategies to use for lead generation. If you still have questions or would like to find out more information on any of our services, contact us today. You can get in touch through our website or feel free to send us a quick tweet or Facebook message; we’d be happy to help!


Cian is the Paid Marketing Associate at Dotdynamic and has been working in the industry for two years. Graduating from Maynooth University with a Bachelors’s degree in Digital Media, Cian is interested in all forms of online media and marketing. As the Paid Marketing Associate, Cian is focused on giving clients the best return on investment possible through all paid marketing platforms through creative writing, keyword research, and actively researching new ways to optimize and grow client portals. Outside of work Cian can be found watching sports and playing 5-a-side football.