Google Ads Lead Generation — More Qualified Enquiries at a Lower Cost Per Lead

1. Demand — keywords that signal intent to buy, not intent to research
2. Offer — a specific, low-risk next step (audit, site visit, quote, demo)
3. Page — one message, one action, fast on a mid-range Android phone
4. Measurement — one conversion per real enquiry, in Google Ads and GA4
5. Follow-up — a call or WhatsApp within minutes, and outcomes recorded

Anyone can lower cost per lead by chasing cheap traffic. The useful metric is cost per qualified lead. I improve it with negative keyword discipline, geography and schedule limits, ad copy that states price bands or eligibility, and a form that asks the one or two questions your sales team uses to disqualify.

Where you can tell me which leads closed, I import those outcomes as conversions so Google's bidding learns what a good lead looks like in your business.

• Headline that repeats the search phrase, not a brand slogan
• Proof close to the form — real results, real clients, no invented numbers
• Short form above the fold, plus a call and WhatsApp option for mobile users
• Sub-2.5s LCP on mobile; slow pages quietly waste a third of your budget

A typical first 60 days: cut wasted spend from irrelevant search terms, fix or install conversion tracking, rebuild the landing page around one offer, then reallocate budget to the campaigns and hours that actually produce enquiries. Most of the gain comes from removing waste before adding anything new.