When Alan Carson, CEO of Carson Dunlop, asked me to make sure his company’s sales funnel was full of leads, he was heading into one of the worst economic periods his company had ever faced.
And when I suggested Google Ads for lead generation, his answer was simple:
“Google Ads doesn’t work for us.”
They had hired a whole lot of external agencies, one after another, and a whole lot of in-house senior marketing experts, one after another, for years, and asked them to make Google Ads generate new customers for them.
They had given them healthy ad budgets, and watched them deliver no value.
Sure there were a few “leads” but nothing had come of them. Certainly no sales.
I asked him to trust my approach to Google Ads lead generation with 30 days and a small budget.
He agreed.
Within a month we were generating leads, within two months we were generating sales, by the third month he asked me to triple the ad spend budget.
He couldn’t believe how well it was working.
In the first year we generated 150 new customers for his business. Not leads, customers.
My secret to success? It’s not about Google Ads. It’s all about the customer.
I had to get the campaign launched quickly and didn’t have time to interview customers. So I asked the one person at the company who spent time with their customers every day and asked him how their customers talk about the product and the problem it solves.
Then I used those phrases verbatim in the ads.
The grammar was not good. Sometimes the phrases barely made sense. But they made sense to their target market.
Leads and sales followed.
If you’ve ever said “Google Ads doesn’t work for us”, I want you to click “follow” on my profile and ring the bell to make sure you see the next few posts with more details about this. I’ll do my best to make sure they’re worth your while.
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