Aaron Young explains that spammy Google Ads leads aren't the platform's fault, but bad conversion data. He breaks leads into three tiers: unqualified, qualified "green zone," and paying clients. Feed Google your best profitable leads, not just high volume or final sales, so it optimizes for what actually makes money.
Are you spending money on Google Ads but getting nothing except for poor quality spammy leads which just go nowhere and only waste yours and your sales team's time? If that's you, it's really, really easy to blame Google Ads, but this is what most business owners get wrong when it comes to generating more leads with Google Ads. You've got to remember that with Google Ads, if you are feeding in low quality conversions, that's what you're telling Google to give you more of. You're saying, please give me more of these low quality conversions. So the problem isn't Google Ads in itself, it's the data that you're feeding it. And let me show you what I mean. Here at Define Digital Academy, we talk about the 3 tiers of conversions, and sometimes we call it the 3 buckets. And this is what a lot of businesses focus on. They focus on spammy, unqualified leads, and it's because they're just focusing on form fills or chat starts or really, really short phone calls. What they get is they get a high volume, but the problem is it's low value. Then we also get some other businesses which go to the other end of the spectrum where they only focus on converted clients. So they only focus or only feed back into Google, you know, the clients that actually pay. Now that sounds like a good idea in theory, but the problem is that they can often get a lower volume. And what actually happens is that this actually dries up their CPC or their CAC costs where it actually becomes unprofitable or they're unable to continue to spend that money and invest that money inside of Google Ads. And that's what we want to focus on here, which is what we call the green zone for us. And it's focusing on qualified leads. And the way that I want you to think about is this, is that when it comes to Google Ads, you want to be focusing on the lowest quality lead that still brings high value to your business. So what I want you to think about is that as a business owner, when you're talking to your sales team, or if you're still taking the calls yourself, you want to be focusing on leads or conversion actions where you go, hey, we didn't get the business, but please send me more of those leads because that's the exact type of client that we need to talk more with. Remembering, when it comes to Google Ads, your data, especially your conversion data, becomes so important as to whether you'll see success with Google Ads or whether it's going to be a waste of money.
