In this YouTube video, Aaron Young addresses lead‑generation businesses that run Google Ads but aren’t seeing new customers despite paying for clicks. He clarifies that a form submission, click‑through, or quote request recorded as a “conversion” in Google Ads is merely a lead, not a sale. Before blaming Google for “spammy” leads, he urges marketers to examine their offline sales process – from the sales team and reception staff to lead‑nurturing and follow‑up practices – to ensure leads are properly cultivated into paying customers. He illustrates his point with a real‑world anecdote: the same pool of leads was sold to three different companies; two labeled them as low‑quality spam, while the third praised them and bought more, highlighting that post‑click handling determines lead quality. The video concludes with actionable advice to audit and improve offline sales workflows so that Google Ads conversions can be turned into actual customers.
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If you're a lead generation business who's currently running Google Ads and you're paying for those clicks but you're not getting any new customers into your business, you may be complaining that Google is giving you spammy leads. But remember, when it comes to Google Ads, when someone comes through and fills out that form inquiry, you know, they may even give you a click, they may even ask for a quote, they are not a customer yet. They're not actually a conversion, they are just a lead. So if you go to your Google Ads account and you can see that you've got targeted traffic and, you know, you're targeting the right demographics, the right audiences, but you're not getting those customers, before you come through and instantly blame Google, you should also go off and have a look at your offline sales process and really have a look at your sales team and what are your staff doing. Are they nurturing that lead from conversion, remembering that a conversion is not a sale, giving them all of the information and going through that sales process so that you can get the new customer in your business? And this became apparent, and the reason why I'm sharing this is that just the other month we were dealing with a business that they sold the same leads. It was all above board, everyone knew about it. They sold the same leads to 3 different businesses. 2 of those businesses came back and said that these are poor quality, spammy leads. The other business said that these are great leads and they actually asked to buy more. And that's where we saw it became really, really clear that for success with Google Ads, when someone converts inside of Google Ads, it's not a sale yet and they're not a customer. So you'd also go through and check to make sure that you've got your offline sales process, your sales team, your reception, whoever's answering that phone and following up that lead, that they're doing it the right way so that you can get that conversion in Google Ads. To become a customer in your business. Stay safe in Google Ads this week.
