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Conversions Ain’t Leads
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Conversions are one of the most important elements in running a successful Google Ads lead generation campaign.
Conversions are often never set up, or set incorrectly.
Today I’m going to walk you through 5 conversion lead concepts.
When I’m done I hope you'll have a better understanding of what a lead is, and isn’t, and the stages a lead goes through.
Conversions ain’t leads
What do I mean by this - of course they are! That’s how I measure the success of my campaign, after all.
No, that just isn’t true. Conversions are just a javascript snippet firing off and pushing an event back into Google Ads.
Literally just code firing off. What’s important is what was measured, so I’ll start by walking through important lead concepts.
When is a conversion a lead?
A conversion is a lead when it tracks a NEW call or form completion.
These can be calls from a mobile device - either a call only campaign or a call extension on an ad.
A form completion is when someone has submitted a request for information on your website or landing page.
All leads aren’t equal
A lead is different than an MQL.
What is an MQL, you ask? Its an acronym for “Marketing Qualified Lead”.
An MQL is a first time call or lead form that comes from someone in your/your clients service area looking for pricing or information about a service that you offer.
A call for lawn mowing when you only offer landscape design is just a lead. Not an MQL.
All MQL’s aren’t equal
When does this ever stop, you ask?
When an MQL becomes an SQL. Another acronym and it means Sales Qualified Lead.
Now that’s HOT! Sales qualified means that the client wants the service you offer, is in your market, can afford your service and has a reasonably urgent need.
The conversion journey
A conversion starts with a code snippet firing and pushing a conversion event back into your Google Ads campaign.
It becomes a lead when its a new call or lead form.
The lead then needs to be Marketing Qualified.
Your sales process has to determine if it’s Sales Qualified.
What Comes Next?
Next I’ll dive into the weeds on conversion setup, settings and why proper conversion tracking is so important to your success.
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