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OVERVIEW

Generate leads with Google Ads

March 2025 Article
Whether it’s for big life decisions or everyday needs, consumers turn to Google and YouTube for guidance. Google Ads helps you engage them throughout their journeys to make valuable connections in the moments that matter.

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Intro

Today’s lead-to-sale journey is more complex than ever, with consumers reading reviews, watching videos, and comparing options across 5.5 online touchpoints before even filling out a lead form.1

That’s why Google Ads is a powerful partner for your lead generation strategy. With 6 products with more than 2 billion monthly users, you can reach relevant customers at scale and deliver the right message at the right moment.

Take these essential steps to start getting high-quality leads and driving results:

Getting started

To set yourself up for success, begin by mapping the complete customer journey, from the initial point of contact to the final sale. Keep in mind:

  • Number of stages from lead to sale
  • Volume and value of each conversion action
  • Length of time between each stage
  • Conversion rate between each stage

Your lead-to-sale map could look like this:

A lead-to-sale map from “Brochure download,” to “Demo scheduled,” to “Consultation request,” to “Account opening.”

Once you have your lead to sale map, identify the crucial steps that signal a high probability of conversion, and prioritize them in your measurement and bidding efforts.

Build a strong foundation for success

At the heart of every successful campaign is a robust measurement strategy. These tools will help you accurately collect, connect and activate important first-party data. This fuels Google AI-powered solutions that help you engage with new prospects at scale.

  • Google Ads Data manager puts all your data management controls in one place, enabling you to drive incremental revenue.
  • The Google tag helps you accurately track conversions, which are valuable actions on your website, and gain deeper insights into campaign performance.
  • Enhanced conversions improve the accuracy of your conversion measurement to unlock more powerful bidding.
Learn more about how to set up a strong foundation for your measurement here.

Drive performance with AI-powered solutions

Work together with Google’s AI-powered solutions to generate demand and drive new leads for your business. Whether you’re aiming for high lead volume or prioritizing qualified leads, these solutions are your key to growing your business.

  • Value-based bidding optimizes bids and prioritizes your budget to reach your most valuable prospects. Watch our deep dive on this here.
  • Broad match with Smart Bidding in Search campaigns helps you show up on as many business-relevant, valuable searches as you can.
  • Performance Max gives you the full power of Google’s channels and AI, all in one campaign to maximize lead generation performance.
  • Demand Gen campaigns help you create and convert demand on YouTube and Google’s most visual surfaces. Combine the power of Google AI with the flexibility of more controls where you need them to customize your strategy by audience, channel, and creative.
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Expand and unlock new growth opportunities

Expand your reach and engage new audiences on YouTube to build more connections that fuel long-term business growth.

Looking for best practices?

See detailed best practices on how to generate high-quality leads.

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1. Google/Ipsos, 2023 Lead Gen Study, US residents 18+ who have filled out a lead form or made a purchase in a specified vertical within the past 12 months; n=2543 (unique respondents for data representing brands a lead form was filled out for)