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It’s Time to Rethink Your Lead Gen Strategy - S...

It’s Time to Rethink Your Lead Gen Strategy - Sophie Logan

Presented online for the Paid Search Association Conference in February 2025.

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Gone are the days when you could just put an enquiry form on a PPC landing page and people would flock to find out more about your product or service. Now potential customers want to see value, benefits and credibility before they’ll even consider becoming a lead.

This talk will explore strategies and tactics to help you to ensure that your Lead Gen strategy is working efficiently and effectively, so that your PPC campaigns can bring high-quality leads through the door. It will look at the pre and post-click experience, as well as what PPC can do to help nurture them throughout the sales journey and beyond.

Actionable insights:

1. A summary of the modern Lead Gen landscape, how it has evolved over the years and why it has changed

2. How to optimise the pre and post-click experience to ensure that potential customers feel both informed and persuaded, and ready to submit their details

3. How to nurture potential customers once they have submitted their enquiry form, and how PPC can be used to foster loyalty and repeat custom

Sophie Logan

February 12, 2025
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Transcript

  1. • PPC Lead at Beauhurst • Based in Nottingham, UK

    • 10 years’ experience • Platinum Google Ads Product Expert • Search Engine Land Author #PSAC25
  2. 1. An exploration of the modern B2B Lead Gen landscape

    2. Optimising the pre and post click experience #PSAC25
  3. 1. An exploration of the modern B2B Lead Gen landscape

    2. Optimising the pre and post click experience 3. Utilising PPC for post lead submission success #PSAC25
  4. Lower barrier to entry with self-managed accounts, AI and Smart

    campaigns Businesses of all sizes acknowledging the importance of online advertising for B2B
  5. Good old peer pressure and a desire to ‘Keep up

    with the Joneses’ Businesses of all sizes acknowledging the importance of online advertising for B2B Lower barrier to entry with self-managed accounts, AI and Smart campaigns
  6. Every platform telling business how easy and fruitful running PPC

    campaigns is… Businesses of all sizes acknowledging the importance of online advertising for B2B Lower barrier to entry with self-managed accounts, AI and Smart campaigns Good old peer pressure and a desire to ‘Keep up with the Joneses’
  7. • They are bombarded with advertising and they don’t trust

    it • They don’t like giving away their data • They go through endless amounts of touch points (especially to research trust and authenticity) • They get stuck in analysis paralysis #PSAC25
  8. It may be getting “easier” for B2B Lead Gen brands

    to be advertising via PPC, but it is also getting harder for them to do so effectively and efficiently #PSAC25
  9. With 20 Years’ of Experience, We Are a Leading Provider

    of Managed IT Services in Derby. #PSAC25
  10. Original: We are a commercial real estate agent in Nottingham

    and Derby. Chat GPT: We are Nottingham & Derby’s go-to commercial real estate agents with expert local knowledge. Let’s Talk! Edited: We are Nottingham & Derby’s go-to commercial real estate agents. #PSAC25
  11. As the platforms get ‘looser’ with their matching, we need

    to get tighter with what we can control #PSAC25
  12. Think about what the product/service is and what is the

    opposite: • Expensive = add negative keywords associated to ‘cheap’, ‘free’ or ‘affordable’ #PSAC25
  13. Think about what the product/service is and what is the

    opposite: • One time purchase = exclude current/previous customers from seeing your ads #PSAC25
  14. Think about what the product/service is and what is the

    opposite: • You only serve the UK = Make sure you’re targeting the UK only and the location setting is set to ‘Presence’ and not ‘Presence or interest’ #PSAC25
  15. #PSAC25 • Get on industry specific listing directories (for example

    for software: Capterra or G2) • Free-form ads on specific Reddit topics related to your product or service • Newsletter sponsorship of an leading event in your industry… [Also make sure your review profiles are up to date and include recent customer/client reviews!]
  16. #PSAC25 Form Optimisation • Keep the number of fields to

    an absolute minimum (Sorry sales team)
  17. #PSAC25 Form Optimisation • Keep the number of fields to

    an absolute minimum (Sorry sales team) • Be clear on what is optional and essential
  18. #PSAC25 Form Optimisation • Keep the number of fields to

    an absolute minimum (Sorry sales team) • Be clear on what is optional and essential • Ask the basic questions first
  19. #PSAC25 Be respectful of their data • Make sure your

    landing page includes whatever data protection/GDPR/consent requirements your country requires
  20. #PSAC25 Be respectful of their data • Make sure your

    landing page includes whatever data protection/GDPR/consent requirements your country requires • Tell them what you’re going to do with the data and what the next steps are
  21. #PSAC25 “Upon submission of the form below, our team will

    be in touch within 48 hours to discuss your demo booking.”
  22. #PSAC25 Facilitate self qualification/disqualification • Give an indication of pricing,

    for example: Prices start from £XYZ… From £XYZ per month… £XYZ minimum spend…
  23. #PSAC25 Facilitate self qualification/disqualification • Give an indication of pricing

    • Providing case studies • Tell them who you are and aren’t suitable for
  24. Their visit included visiting the ‘Pricing’ page Spent over 60

    seconds on the website Only visitors who came through via PPC campaigns Excluding those who visited the ‘Careers’ page
  25. #PSAC25 • A buyers guide • Customer quotes • Stats

    from case studies • Sale/promo information
  26. #PSAC25 • Updating them about new features or business updates

    • Promoting relevant upsells or add on
  27. #PSAC25 • Updating them about new features or system updates

    • Promoting relevant upsells or add on • Customer support and ongoing training
  28. Forms need to be concise and respect personal data concerns

    Ad copy should ooze with authority and confidence
  29. Forms need to be concise and respect personal data concerns

    Ad copy should ooze with authority and confidence LP’s should provide qualifying information/criteria
  30. Forms need to be concise and respect personal data concerns

    Ad copy should ooze with authority and confidence Remarketing can be used post submission & also post sale LP’s should provide qualifying information/criteria