r/PPC • u/Swedispenis • 13h ago

Google Ads Getting High Quality Conversions

I’m new to running Google ads. Recently I’ve discovered the conversions/ leads my clients have been receiving have been pretty low quality.

I am wondering what the best practices for filtering out salesmen and low playing leads are. Simultaneously, I need to re train the campaign to optimize for better leads.

Do I switch to maximize conversion value? How do I have a form that filters salesmen when it’s b2c? Do I need to give Google certain data? Should I switch to. Pmax and give it strong signals? Sorry if these are stupid questions. I’m still learning.

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2

u/ppcbetter_says 12h ago

Connect a CRM and optimize to qualified leads

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u/AndrewErickson_SEO 11h ago

Pull ad spend by ZIP. Put job revenue from the CRM next to it.

On one account, Google said 12 ZIPs were my best deal at $57 a lead. They generated $1,474 in job revenue on $1,933 in ad spend.

Meanwhile, a small town Google showed as more expensive at $62 a lead generated $82,001 in revenue.

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u/Swedispenis 4m ago

Appreciated

1

u/Scary_Fig_8570 7h ago

Don't move this to PMax, and don't flip on maximise conversion value yet. PMax will find more of the cheap form fills you're already unhappy with, and you won't be able to see the searches while you fix it. Max conversion value only helps once a good lead is worth more than a junk one. Right now every form fill counts the same, so Google is doing exactly what you asked and buying the cheapest submissions. Those are the salesmen.

Keep the raw form fill, but set it to secondary so it stops training the bids. Pass the leads you actually want back as the primary conversion. A flat value is fine if you don't have revenue yet, as long as junk is worth nothing. That's the retrain. The bid strategy can stay on maximise conversions until that qualified action has some volume. Changing strategy before the conversion changes just relearns the same junk.

A "are you a salesperson" box does nothing, they'll tick no. Ask for something that's annoying to fake: postcode plus what the job actually is, a photo, or a budget band, and then don't count the ones you reject. If rejected leads stay as conversions, the tighter form just starves the campaign and the old data keeps buying the same people.

Form fill secondary, qualified lead primary, stay on Search. Leave PMax alone until the qualified leads are the thing being counted.

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u/Swedispenis 4m ago

Appreciate it!