Google Ads expert with $700 million managed walks through generating high-quality leads using Demand Gen campaigns. Key moves: use Lead Form Ads while respecting privacy rules, leverage conversion-based customer lists for precise targeting, and run image ads only on the Discover channel with Optimized Targeting off. Let campaigns learn for 5-7 days before switching to Target CPA bidding.
Understanding Google Lead Form Ads terms. Why it's so important and what hidden options you can find inside these terms. First of all, my personal opinion. I've tried the asset Lead Forms in Google Ads several times and it never was successful. If you had cases when Lead Form gave you high quality leads, really important valuable leads for your business, please share your experience in the comments. And now let's read your Lead Form Ads terms that you can find in admin panel, account settings, Lead Form Ads terms. And I will highlight you several important moments. First of all, if you are using the lead forms, you need to do it in accordance with your privacy policy. So in your privacy policy have to exist information about using these lead forms. Especially if you serve clients in the European Union where the laws about data privacy are very strict. So second nuance, you will not sell the information provided by users. And sell is quite wide term. So under the sell, Google can understand if you just gave these leads to your partner and then receive some affiliate commission for this. So we can call it like indirect sell. Selling. In the case of lead form, it's prohibited. And one more detail, you cannot share this data with data broker or partners. So if you are working in affiliate niche and you want to generate leads through lead forms and then share them with some data broker or some company, it's prohibited by Google Ads terms. Of course, you can say, "I've done it for years and Google never banned me for this reason." And all of us understand that these terms just to keep Google clear from any laws, from any nuances linked to lead forms and personal data. But if you are using lead form asset, just add this information to your privacy policy and at least you will be protected in this term. Conversion-based customer lists. The hidden option inside Google Ads that can increase efficiency of your ads by enhancing the audience that you can exclude or include in your ads. You can find this option in Admin, Account Settings, Customer Match, Turn on conversion-based customer lists. If you already know what is customer lists, it's great. Just small note, you able to upload into Google Ads information about your users, about their emails and phone numbers. And Google can create based on this data customer list. You can exclude or include this list in your future advertising. If you will turn on this option in your Audience Manager, Google will create a separate segment for you based on your conversion. In my case, it's sign up conversion-based and will add the users to this audience, to this customer list. You can ask, what's the point of using this conversion-based customer list I can create just usual remarketing list of users who did some conversions or who visited some web page, let's say, thank you page. So in case of usual audience list based on your website activity, Google adds only unique devices that user used for visited your website. In case of customer-based Lists, Google use the customer identifier that unique across all users devices. So in this case, you can exclude or include not only separate devices of this user, but all devices that this user uses. I'm taking 32 seconds to share something important with you so you can stop wasting your ad budget. I've managed over $700 million in Google Ads, so all my insights are tested and proven. I regularly talk to senior leaders at Google, and I'm an official Google Partner. My students, entrepreneurs all over the world, have already optimized their ad campaigns, cut costs, and boosted sales using my methods. These strategies work for any budget, whether it's $500 or $5 million. I invite you to use these proven methods too. Click the link in the description and make your ads more effective. In this case, you can more precisely set up your ads, set up your remarketing, or exclude existing customers from showing your ads. In this video, I'm going to show you very simple, very short setup for effective Google Ads lead gen advertising. If you're familiar with targeting in Facebook, Instagram, you will see that this approach is very, very similar. And in fact, this approach will give you more high-quality leads than Facebook and Instagram targeting, but with a little bit higher price. So a little bit higher cost per acquisition, but higher quality, better leads. These leads will have higher average order volume, and these leads will give you higher ROAS. So let's dive into Google Ads settings. Now, I don't want to concentrate on every single nuance. I just want to give you overall concept, overall idea about this setup. You need to choose Demand Gen type of campaigns. Deselect TV screens and deselect Google Display Network at the campaign level. Also, you need to set up at campaign level country where you want to— or region where you want to show your ads and the language of your customers. On the next step, when you will set up ad group, Choose one single option—Discover. Discover is the internal Google network. Google doesn't include this network into Google Display Network. That's why in Discover network we can see much higher quality of leads than in Google Display Network. So choose only one channel—Discover. Leave the Audience option blank. So wide audience, broad audience without any limitations. And turn off Optimized Targeting. Small piece of advice regarding audiences. If you have quite specific product, for example, only for one gender or for one age group or only for narrow audience, in this case, I would recommend you to set up the audience.. But if you have quite broad product that can be sold to any customer, any gender, any age, any interest, I highly recommend you initially start with the blank audience. And the best part, when you create the ad, it's enough to you to create only image type of ad without videos, without carousel, and so on. Only image. Just upload to this ad photos of your product or your service or yourself if you are an expert. And add headlines and description about your product. As you can see, in my case, it's just my photos and descriptions what I'm offering. Also, one important thing, always deselect the videos and adaptive layouts because From your photos, from your headlines, Google could generate video ads, and these video ads will look not so fancy as you can imagine, uh, if we compare with properly edited, properly recorded videos. So our main goal now, not to create like very wide fancy ads, but to test a demand gen with the setup that I've offered you. So only one channel—Discover. Only one type of ads—Image. Broad ads, if it's acceptable for your offer. And give several days to this setup to learn and to start advertising. And you will see that you will start to receive leads, conversions. Campaign will be initially 5-7 days in learning phase, and you could think that cost per acquisition is quite high and you will want to stop the sets. My advice: wait until the end of the learning phase and only then change the bidding strategy from Maximize Conversion to Target CPA and gradually, step by step, decrease the target CPA before you will receive— before you will hit your KPI for this parameter. So use this simple setup and let me know in the comments section if you are happy with pieces of advice, with ideas that I share with you on this channel. See you.
