Running a Google Ads campaign may not be very difficult, but making a profit from it is not that simple either.
A campaign could have hundreds of clicks yet still bring little to no business. The ad campaign is active and expenses are being incurred according to the budget. The sales team, however, asks the important question: Where did the leads go?
This is why a Google Ads consultant in Dubai UAE should not only build a campaign and select keywords they should also consider how the campaign generates leads.
Start With the Lead, Not the Click
There’s no direct correlation between clicks and business.
Consider a Dubai real estate agency that spent AED 10,000 on Google Ads and received 500 clicks. However, if those clicks generated five enquiries, and three of them were irrelevant, then again, clicks are meaningless.
There could be issues with search terms, with the ad, or the page the user reaches after clicking. Maybe the leads are good, but they’re not being followed through on.
We prefer working backwards.
What is an ideal customer lead worth to the business? How many customer leads does a business need? How many of leads do you expect to become customers?
These questions put the number in the advertising perspective.
Not Every Search Deserves Your Money
A search for ‘property prices in Dubai’ probably means the individual is conducting market research. The search “2 bedroom apartment for sale in Business Bay” shows clearer buying intent.
Both searches are Dubai property-focused, but their value to an advertiser is not the same.
This happens with different industries. Keywords relevant to your ads can lead to different audience searches once your ads become active.
For this reason, the actual searches need to be reviewed. Finding campaign improvement strategies isn’t always about finding new keywords. Many improvement strategies for a campaign avoid having to pay for certain clicks.
Your Ad and Landing Page Need to Work Together
This is where companies can miss an opportunity.
An ad is created to promote a specific service. A user clicks the ad. Then they land on the company’s homepage and have to find the service again.
Why make it a longer process for the user?
If the ad is for SEO services, redirect the user to that service’s page. If the ad is for a specific project in a certain area, send the user to that project’s page.
When we refer to an advertisement and a landing page, we consider them part of a cohesive message. The page and the enquiry journey have to be part of the message as well.
If your Google Ads budget hits the limit, before you increase it, check where the traffic is going after the click.
A Cheap Lead Doesn’t Always Equal a Quality Lead
Think along these lines with the following two examples.
Campaign A’s cost per lead is AED 50, while Campaign B’s is AED 90. Campaign A generates 30 leads while Campaign B generates 15.
It’s clear that Campaign A is a better investment, right?
However, imagine that the sales team says that most of Campaign A’s leads were job seekers in search of cheaper options and enquiries for services the business doesn’t offer, but Campaign B generated five sales opportunities.
So, which campaign is better now?
Decimal will do more than just cost per lead. Whenever possible, advertising data must be joined with data relating to the sales process.
A form submission means that someone inquired.
The CRM and the sales team will let us know if that inquiry was valuable.
Conversion Tracking Should Match the Business
Google Ads can let you optimize a campaign around conversions, but that depends on which conversions you consider important.
Conversions vary from business to business. For one, it is a purchase, and to another business it could be a completed form or call.
There could be issues when every small action on the website is treated as equally important.
Make sure Google Ads is not optimized to generate conversions if the campaign isn’t tracking actions that are valuable to the business.
This is where the This is where website tracking and CRM integration become relevant to advertising.
Don’t Change the Campaign Every Morning
Just because the Monday campaign didn’t go well, it doesn’t mean it’s best to completely rebuild the campaign.
If you keep changing keywords, bids and budgets every day, you may never know what actually caused the change in performance.
Some campaigns are more data-intensive than others and, therefore, need more monitoring.
Typically, you’d investigate enquiry-driving search terms and analyze mobile versus desktop traffic, examine landing pages and their conversion rates, and lastly, what the sales team is communicating about those leads.
One click through your campaign isn’t enough to analyze how your campaign is performing.
What Should a Google Ads Consultant Actually Look At?
Of course, impressions, clicks and CPC can’t be avoided, but they’re not the complete picture.
A good consultant will ask additional questions such as:
- What search queries are triggering your ads?
- Which campaigns are driving quality leads?
- What happens after the click?
- Are landing pages converting?
- Are calls and form fills being tracked?
- What do sales teams think about the quality of the leads?
- Which campaigns have had a positive impact on sales?
Knowing the answers to the questions above will help provide insight into the possible impact of advertising on the business.
Working With a Google Ads Consultant in Dubai UAE
At Decimal Technologies, we analyze what happens before the click, after the click, and after the enquiry.
This can involve the Google Ads campaign, landing pages, conversion tracking, lead management, CRM integration and, if needed, WhatsApp follow-up.
Putting more money into the campaign won’t always fix the problem.
Sometimes search terms and landing pages can be problematic. In other cases, tracking may be incomplete. It is also important to note that good leads may reach the business but are not followed up properly.
A solid Google Ads strategy should identify and address these problems.
Are you seeking a Google Ads consultant in Dubai, UAE? See what Decimal Technologies can do for you and your sales team.
Tell Decimal about your current campaigns are and what your sales team is seeing from the leads.
You can chat with their marketing team about what you want to accomplish and they can assess whether Google Ads is suitable for your objective.