Maximizing Return On Ad Spend For Your Google Ad Lead Gen Campaigns

When managing a lead generation campaign on Google Ads, one of the most common questions is, "How can we maximize our return on ad spend (ROAS)?". In other words, how can you make more money from your ads? How can you get more quality leads that then convert into sales/customers?

To answer this question, you must first know what your campaign's existing ROAS is. Most lead gen campaigns only have conversion tracking set up for form submissions and calls. Unfortunately, the way Google Ads conversion tracking works, you don't get the name of the actual lead that triggered the "conversion". Therefore, it can be a little challenging to (a) track the return on ad spend from your campaign and (b) maximize your return on ad spend.

Some businesses will just drive their Google Ad traffic to dedicated landing pages so they know anyone that submits a web form from this landing page came from Google Ads. This allows them to calculate how many new customers have come from Google Ads.

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