For many companies, the goal of their paid search campaigns is to generate leads. As marketers, we work hard to get qualified leads to our sales team for the lowest cost possible.
But the problem is, a successful paid search campaign doesn’t just produce cheap leads — it produces economical sales.
The trouble with sales
Recently, I was approached by a client who had decided that paid search simply didn’t work for their business. They had made enough money off of their paid search leads to cover their ad spend, but they weren’t really making any profit.
To be honest, this conclusion came as a surprise.
We had worked in this industry before and knew we were killing it for them. Their paid search campaigns were — by every metric we had available — performing admirably well. In fact, we were driving hundreds of high-intent leads to their sales team.
Based on our previous experience in this industry, we knew that approximately ten percent of those leads should have been turning into sales.
However, this client was only closing one percent of their leads.
No wonder paid search wasn’t making sense for their business!
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