Google Ads is one of the most desired channels for generating high-quality leads for most business types. It works on the CPC model, It means the marketer has to pay for each click but the key to success isn’t just getting more clicks, it’s all about attracting high-quality leads that are more likely to convert into customers. Instead of just increasing traffic, you need to attract the right prospects So, how do you stop attracting “just browsing” leads and start getting SQLs? Let’s break it down -
1. Campaign Segregation - Don’t Put All in One Place
Often advertisers make one of the common mistakes: adding all the keywords into one campaign and waiting for the miracle to happen. It’s more like running a clothing shop and putting kids, men's, and women's clothes in one place - that’s confusing and hard to optimize.
Why Campaign Segregation Matters
- Better Control Over Budget – Allocate more spend to the highest-performing campaigns
- Easy to Manage Each Category – If you bifurcated campaigns/ad groups based on keyword type then you can easily look at which category or keyword is bringing more value
- More Accurate Bidding – Adjust bids based on the type of lead you’re getting
- Higher Quality Scores – More relevant ad copy = better performance and lower costs
How to Set Up Campaign Segregation the Right Way
Separate Campaigns for High-Intent vs. Low-Intent Keywords – Focus your budget where it matters most. e.g., “best stakeholder management software for agencies” instead of “What is stakeholder management?”)
Separate Campaign for Separate Goal – Search is always great for leads while Display is better for brand awareness but not always for lead quality. Have separate campaigns for separate Goals.
2. High-Intent Keywords: The Secret Formula for SQLs
Let’s talk more about high-intent and low-intent keywords. Remember not all keywords have the same intent. Some people are just browsing (“best CRM software reviews”), while others are ready to buy (“buy HubSpot CRM plan”). The second type of people that we all want or need
How to Identify High-Intent Keywords
- Look for Transactional Terms – Words like “buy,” “hire,” “best service near me,” “pricing,” “quote,” or “free trial”
- Long-Tail Keywords – More specific searches mean higher intent (e.g., “best power tools for contractors” > “power tools”)
- Use Exact & Phrase Match – You can bifurcate ad groups for each Phrase and Exact match type to have better control over search terms. (but don’t ignore Broad Match completely)
3. Performance Max (PMax): The Smartest Way to Show on All Google Channels
PMax uses Google’s AI to run ads across Search, Display, YouTube, Gmail, and Discover - all from one campaign.
How to Get the Most Out of PMax
- Give It Refined Data – Connect your CRM so Google optimizes for actual sales, not just random leads.
- Tell Google Who Matters – Use customer lists, website visitors, and remarketing to guide AI.
- Keep an Eye on Search Terms – Google hides some data, so review insights carefully.
With the right setup, PMax can be a lead-gen machine!
4. CRM Integration: Connecting Dots
Not all the leads are SQL and how would Google know about it? The simple answer is CRM Integration.
What is CRM Integration - CRM integration is like giving your marketing platform a memory. CRM Integration connects your Google ads platforms with your CRM system so you’re not just tracking clicks, but actual sales and customer interactions.
Why CRM Integration is Must to Have
- Tracks Which Leads Actually Convert – No more guessing which campaigns bring real revenue
- Feeds Data Back to Google Ads – It helps Smart Bidding prioritize high-quality leads
5. Broad Match Keywords: Friend or Silent Enemy?
Broad match keywords can be a goldmine if used correctly and if you know how to control them.
How to Use Broad Match Without Regret
- Pair it with Smart Bidding – Pair Broad Match with Smart Bidding + CRM data to optimize for real sales, not just clicks.
- Regularly Check the Search Terms Report – Add negative keywords to block irrelevant searches
When used right, Broad Match can uncover hidden high-intent searches, but always monitor your search terms to avoid wasting ad spend.
6. Remarketing - Don’t Miss any Potential Visitors
What do you do when you get 100 clicks, only 5 people converted on your page, and you feel 95 clicks are useless? That’s where the remarketing campaign comes into the picture. In simple terms, Remarketing is a marketing strategy where you can reach those users who didn’t take the desired action on your website (i.e. Purchase, Form Submissions etc)
Why Remarketing Campaigns Are a Game-Changer
- Only a Few Visitors Buy Things on First Visit - In this digital world, most visitors browse multiple websites before making final decision to buy products or opt for any services. With the Remarketing campaign, we stay in front of those visitors and remind them about our brand.
- Remind them about Your Brand - okay so they purchase from your website and forget about your brand. Don’t wait for them. Try Remarketing. Yes, you heard it right, Instead of waiting for them to come back, you show up where they are (Google, YouTube, gmail etc).
Best Way to Use Remarketing Audiences
- Audience Segmentation - Remember I talked earlier about not every keyword has the same intent, the same way not every user is on the same buyer journey so treat cart abandoners, past buyers, and first-time visitors differently.
- Dynamic Ads - How you would feel when you visit a website to buy a Shirt and later you see T-shirt ads everywhere, Annoying right? That’s where you can use the Dynamic Ads feature, With Dynamic Ads you can Show personalized ads based on what they viewed.
- Control Frequency - Now you have the power to show your ads to the end users many times but it doesn’t mean you should show them 10 times per day. Set frequency caps so your ads stay helpful, and not overwhelming.
7. Landing Pages: The Most Important Step
You drive all the high-quality traffic, segmented campaigns, used high-intent keywords, and set up CRM but if your landing page is scary then no one is there to save you.
Fix these Landing Page Mistakes
- Very Low Load Speed
- Not having a competitive offer
- Not Highlighting USPs
- Too Many Form Fields
8. Ongoing Optimization: Because Every Dollar Matters
Dear marketers Google Ads isn’t a “set it and forget it” marketing channel (unless you like burning money). Regular checking and testing are the key to win in Goole Ads World
What You Should Test Regularly:
- Check your search terms regularly
- Test different ad copies
- Test different bidding strategies
- Audience Refinements
The Secret formula is simple, the more you optimize and test, the less you will waste.
Final Thoughts
Google Ads isn’t just about getting traffic - it’s about getting the right traffic and making every click count
Our Recommendations
- Segment your campaigns for more control and optimization
- Focus on high-intent keywords to get more quality leads
- Pmax - Feed the right data & Check insights
- Integrate CRM to feed real data to Google and generate better results
- Broad Match Keywords because Google is evolving so you
- Use remarketing audiences to bring back the non-converters
- Landing Pages because it’s your Digital Showroom
- Ongoing Optimization because as I already mentioned Google Ads isn’t a “set it and forget it” marketing channel
Do you want help making your Google Ads work smarter, not harder? Let’s chat!
About the Author: Chetan Solanki
