Lead Generation Google Ads that turns clicks into qualified leads.
We build and optimise lead gen campaigns that prioritise lead quality, not vanity volume—using Search, Performance Max for Lead Gen, and (when it fits) Local Services Ads. Weekly iteration, clean reporting, and a feedback loop you can actually use.
721+ campaigns delivered since 2015. Kickoffs scheduled weekly to keep execution tight. Clear deliverables with monthly reporting.
Search terms, ads/assets, landing alignment, and bid strategy iteration.
Tracking gaps get resolved early so performance decisions are real.
We do not take on two direct competitors in the same industry and service area at the same time on Tier 2 plans and up. Ask if your niche and location qualify.
We’ll tell you before onboarding if there’s overlap.
What changed, why, and what we’re testing next—tied to lead quality.
Lead gen is a system, not a campaign.
Most accounts underperform because one (or more) links in the chain are weak: tracking, intent, ads, landing experience, or lead-quality feedback.
“We get leads… but they’re junk.”
We tighten intent, filter low-quality queries, improve lead forms, and use call/form signals to steer optimisation toward revenue outcomes.
- Search term controls + negative keyword management
- Lead form friction tuning (less spam, higher intent)
- Lead-quality feedback loop (CRM or simple tagging)
“Performance is inconsistent month to month.”
We stabilise by cleaning structure, separating intent, and aligning bidding to measurable actions (calls, forms, booked consults).
- Intent-based campaign architecture
- Smart bidding + guardrails
- Weekly test cadence (ads, assets, landing)
“Clicks are fine, conversions aren’t.”
We treat the landing experience as part of the ad. Message match, proof, and next-step clarity do the heavy lifting.
- Landing page CRO recommendations (or build support)
- Offer and CTA tuning for your sales motion
- Call tracking and recorded insights (where appropriate)
Pair with Conversion Tracking Setup (GA4 + GTM).
Our lead gen optimisation loop
Every week we pull the same levers—then measure the impact using tracking you can trust.
Local services (calls + forms)
Fast wins come from search terms, call quality, and landing clarity. We prioritise high-intent queries, call tracking, and Local Services Ads when it fits.
- Call tracking + lead quality tuning (setup & optimisation)
- LSA support (management + lead quality optimisation)
- Negative keyword discipline (ongoing)
B2B & high-ticket (quality over volume)
We reduce wasted spend by separating discovery vs decision intent, improving qualification, and aligning to your sales pipeline.
- Smart bidding with guardrails (bid strategy management)
- Ad & asset iteration (creative optimisation + assets)
- Offline conversions (CRM imports)
Multi-location (coverage + consistency)
We keep structure clean: shared intent layers, location signals where needed, and reporting that breaks out performance without chaos.
- Campaign structure that scales across cities
- Conversion hygiene per location (GA4 setup + tracking)
- Brand safety and placements (placement audits)
SaaS demos (intent + qualification)
We map campaigns to funnel steps and measure what matters: booked demos, qualified demo rate, and pipeline progression.
- First-party audiences (Customer Match strategy)
- Experimentation (testing)
- Enhanced conversions (setup)
Click a step for details.
- 1 Measurement baselineCalls, forms, pipeline signals.
- 2 Intent architectureMatch query → ad → landing.
- 3 Ad + asset stackCopy, extensions, testing.
- 4 Landing experienceFriction, proof, CTA clarity.
- 5 Bidding + budgetScale winners, cut waste.
- 6 Lead quality loopQuality signals drive optimisations.
1) Measurement baseline (so optimisation is real)
We align tracking to your actual sales motion: calls, forms, booked consults, and (when possible) qualified lead signals from your CRM.
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Tracking setup supportGA4 + GTM, call tracking, form tracking. (We can implement via Conversion Tracking Setup.)
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Attribution hygieneUTMs, gclid capture, and lead-source consistency.
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Spam reduction controlsForm friction tuning, exclusions, and click-fraud monitoring when relevant (mitigation).
2) Intent architecture (the biggest ROI lever)
We separate intent layers so your budget flows to the queries most likely to become revenue—without mixing “research” and “ready-to-buy” traffic.
- Query controlSearch terms review + negative keyword management.
- Structure that scalesClear naming, clean segmentation, and fewer “mystery” campaigns.
- Lead-gen-safe automationUse automation where it helps, and lock down what it can’t guess.
3) Ads + assets (make the click count)
We test and refresh creative to improve CTR, Quality Score, and conversion rate—without drifting away from your highest-quality intent.
- RSA & messaging iterationResponsive Search Ads optimisation tuned to what converts.
- Extension strategyAssets & extensions optimisation for higher-quality engagement.
- Quality Score supportQuality Score optimisation to reduce CPC pressure.
4) Landing experience (where leads are won)
If the page doesn’t match the ad promise, you pay twice: once for the click and again for the lost opportunity.
- Message matchOffer, headline, proof, and CTA aligned to the query intent.
- Friction tuningShorten forms without sacrificing lead quality; remove confusing steps.
- Conversion resilienceConsent Mode + tagging resilience when needed (learn more).
5) Bidding + budget (scale what’s proven)
We stabilise spend by setting guardrails, watching marginal returns, and scaling the campaigns that produce qualified leads—then expanding carefully.
- Bid strategy managementSmart bidding & strategy tuned for lead gen.
- Waste reductionCut irrelevant spend fast (account cleanup).
- ExperimentsControlled testing (experiments) rather than random toggles.
6) Lead quality feedback loop (the unfair advantage)
We prioritise a simple loop: tag leads by quality, identify patterns, then adjust targeting and messaging. This is how we reduce junk and improve close rate.
- Offline conversionsImport pipeline signals (CRM imports) where feasible.
- Audience refinementFirst-party signals via Customer Match.
- Placement & brand safetyClean up where your ads show (placements).
Advanced tracking options: Server-Side Tagging and Enhanced Conversions.
Lead gen channels we deploy (and when)
We pick the mix based on your sales cycle, geography, and lead qualification needs—then build measurement around it.
Search campaigns (high intent)
Best for capturing “ready now” demand. We prioritise query control and conversion clarity (calls/forms/bookings).
- RSA iteration + assets/extensions
- Negative keyword discipline
- Bid strategy management with guardrails
Related: Google Search Ads Management
Performance Max (lead generation)
Useful when you have strong conversion signals and a clear offer. We keep control through structure, assets, and lead-quality feedback.
- Asset creation & iteration
- Audience signals + first-party data
- Brand safety basics and placement reviews
Explore: Performance Max for Lead Generation
Local Services Ads (LSA)
For eligible local service categories, LSAs can bring high-intent calls—but quality controls matter.
- Setup + verification support
- Lead dispute + quality optimisation
- Call tracking alignment
Start: LSA Setup & Verification
Demand Gen + YouTube (assist & retarget)
Great for warming demand and retargeting—especially if your sales cycle needs multiple touches.
- Retargeting and audience strategy
- Creative and asset production
- Brand safety and placement controls
Proof that systems scale
We build performance by fixing fundamentals first: structure, tracking, quality signals, and consistent iteration.
Ron Parpara (local lead growth)
Built a clearer content + conversion strategy and scaled inbound lead performance with a structured system.
City Wide Environmental Cleaning
Modernised the system and improved conversion clarity to turn visibility into consistent lead flow.
Jet Pet Resort
Focused on the assets that drive compounding growth: quality content, structure, and measurable outcomes.
Release The Hounds
Improved page optimisation, content depth, and structure to capture high-intent local demand.
Lead Generation Google Ads pricing
Retainer tiers designed for lead gen. Base fee + % of ad spend, with clear guardrails.
Foundation
Outcome: reliable lead flow with weekly optimisation.
- Weekly optimisation cadence
- Search terms + negative keyword management
- Monthly asset refresh
- Monthly report + call
$5k spend → $1,750 total • $10k spend → $2,250 total
3 months (enough time to stabilise intent + tracking).
Growth
Outcome: best value tier for most accounts.
- Everything in Foundation
- Structured testing (ads/assets) monthly
- Placement & brand safety basics
- Biweekly call
$5k → $3,100 • $15k → $4,300 • $25k → $5,500
3 months (ideal for stabilising + scaling winners).
Scale
Outcome: lead quality system plus governance.
- Everything in Growth
- Governance + lead quality loop guidance
- Weekly call + quarterly planning
- Stronger testing velocity
$15k → $6,750 • $40k → $10,500 • $60k → $13,500
6 months (best for scaling + pipeline optimisation).
Week 1: tracking + structure fixes. Weeks 2–4: intent tightening + creative iteration. Month 2+: scale winners, improve lead quality, deepen testing.
Access to Google Ads + analytics, your top services/offers, service area(s), and a simple lead-quality definition (even “good / bad” is enough to start).
What’s included at each tier (quick comparison)
Scan the differences, then open the detail accordions if you want the full scope.
| Capability | Foundation | Growth | Scale |
|---|---|---|---|
| Weekly optimisation cadence | Yes | Yes | Yes |
| Structured testing (ads/assets) | Monthly light | Monthly | Higher velocity |
| Brand safety & placement reviews | Basics as needed | Included | Included |
| Lead quality loop guidance | Starter | Improved | Governance + planning |
| Calls / meetings cadence | Monthly | Biweekly | Weekly + quarterly planning |
| Conflict-of-interest protection | — | Tier 2+ | Tier 2+ |
What’s included in detail (campaign work)
- Campaign structure and intent segmentation
- Search terms review + negative keyword growth
- Ads, assets, extensions, and messaging iteration
- Bid strategy tuning + budget optimisation
- Placement reviews and brand safety basics when applicable
Related deliverables: Assets & Extensions Optimisation and RSA Optimisation.
What’s included in detail (measurement & reporting)
- Monthly reporting tied to lead quality and pipeline outcomes (where possible)
- Attribution context (UTMs, click IDs, and lead-source clarity)
- Guidance on offline conversions and enhanced conversions
- Lead-quality loop recommendations (simple to start; scalable over time)
If tracking is missing, start here: Conversion Tracking Setup (GA4 + GTM).
Get your lead gen audit + a clear plan
Send your details first. Once your email is sent successfully, we’ll open scheduling right in the page.
We’ll reply within 1 business day with next steps and initial findings.
Google Ads certified (9/9 certifications). Team sync join-ins available when needed.
We’ll review your account context and outline a first 30-day plan.
FAQ
Short answers, clear expectations.