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Lead-generating campaigns using Google Ads are a powerful way to attract potential customers to your website and encourage them to take valuable actions. By focusing on generating leads, you can increase site traffic, gain insights into your audience, and build lasting relationships. Whether you’re new to Google Ads or looking to optimise your existing campaigns, read our top tips on how to increase traffic to your site to help you attract more leads and drive meaningful business results.
Use long-tail keywords
Short-tail keywords are broad and generic and tend to have a high average monthly search volume (for example, “car insurance”). Since they’re more competitive, they’ll use more of your budget more quickly, and your ad will have a harder time achieving a top spot in Search results.
If you’re wondering how to increase traffic to your website, consider using long-tail keywords. Long-tail keywords consist of three or more words and are much more specific (for example, “affordable car insurance for young drivers”). While they tend to draw a lower search volume, they’re also more relevant, meaning that they’re likely to be used by someone who knows exactly what they want and is ready to take action to get it. That may include submitting their information, which will give you a new business lead.
Test, then test again
Experiment with different bids, ad messaging, and keywords. Try running two variations of the same ad within each ad group to see which ones are driving more clicks, conversions, or leads. Mix up your bidding strategy and see what incremental improvements can be made.
The best way to determine what will increase site traffic and Google Ads leads is to tweak and try new strategies until you meet your goals.
Remove underperforming keywords
Another way to help improve site traffic is to check in regularly on your keyword performance to make sure the ones you’ve chosen are working for your goals. For example, if a keyword is sending a lot of traffic to your site but you’re also seeing a high bounce rate (people clicking your page and leaving immediately), that keyword may not be as relevant as you thought. Don’t keep paying for potentially wasted clicks. Select keywords that drive traffic but also result in sales or leads.
Amplify successful keywords
If you notice keywords in your campaign that are bringing in traffic and conversions, consider expanding how you use them. If you’re targeting the exact match keyword option, try changing to phrase match or broad match. These changes will allow your ad to appear for even more searches, which could increase site traffic. If you switch to broad match, monitor search terms and update your negative keyword list accordingly. Additionally, consider increasing bids for top-performing keywords to enhance their visibility.
Use Smart Bidding
The Smart Bidding feature on Google Ads harnesses Google AI to optimise your bids and ad delivery for maximum lead generation. You still pay per click, but you no longer need to adjust your bids manually to reach your goals. Smart Bidding not only saves you time on manual bid adjustments but also helps you reach a wider audience of potential customers.
To maximise the effectiveness of Smart Bidding, it is recommended that you pair it with broad match keywords. This combination allows Google AI to automatically filter out irrelevant search queries and concentrate only on those most likely to generate leads. This not only helps you attract more visitors to your website, but it also saves you time on extensive keyword research while focusing your spending on keywords that work.
Perfect your landing page
The landing page is the first page of your website that visitors see after clicking your ad, so it’s crucial to get it right.
When you’re running a lead-generating campaign, the landing page should provide visitors with the opportunity to take the action that is most valuable to your business.
Since you’re asking people to provide personal information, such as an email address, the design and content of your site matter. If people don’t feel your site is trustworthy and professional, they’ll be less likely to submit their information.
Here are a few things to bear in mind when building your landing pages:
- Load time: When a customer clicks on an ad, a fast-loading page provides a better user experience (and people won’t get frustrated while waiting for it to load and will therefore be less likely to leave). You can check out PageSpeed Insights to help improve your landing page speed.
- Credibility: In addition to having a clean, professional-quality site, make your contact and business information easy to find. This promotes transparency and helps potential customers get in touch.
- Simple forms: Tell visitors why you’re requesting their information and keep forms simple. Avoid asking for too much information, as it may deter them from completing the form.
- Navigation: Ensure your landing page content closely matches the messaging in your ad copy and makes it easy for a potential customer to find what they want. This helps create a seamless experience and reinforce trust.
By focusing on the strategies outlined above — optimising your landing page, refining your keywords, experimenting with ad variations, and leveraging Smart Bidding — you can unlock the full potential of Google Ads to increase your web traffic, attract more leads and drive meaningful business growth.
Remember, the key to success with Google Ads is continuous testing and optimisation, whether that’s done manually or with the help of AI. As you gather data and insights, you’ll be able to refine your approach and achieve even better results over time.
