Phil Risher says Google Ads don't fail because the ads are bad. They fail because you have no call script, no lead management plan, and no offer. Cold leads from ads need immediate follow-up and structure. Warm referrals close themselves. Most advertisers get crushed switching from one to the other.
Google Ads always get blamed for problems that your backend creates. If you run Google Ads and you're praying to the Google Gods for leads, they can work. We have clients that generate 7x, 10x, 20x return on some things. However, the issue that we find is in the backend. When a lead comes in, what happens to it? If you don't have a call script, if you don't have a lead management plan, if you don't have a good offer, what do you think is going to happen? You're spending money on leads, people come to your website, people turning into business, but then you don't actually have a way to turn them into actual customers. I'll tell you the biggest issue. When people have not run ads before on Google and then they actually start running ads, they get crushed. And the reason is, is because they're used to warm clients, people who were referred to them, people who read their reviews, people who came from word of mouth. Those people you're gonna close even if you don't answer right away. Like, they're gonna close with you. When you start doing the cold Google Ads, it's gonna be cold people who don't know you. They literally clicked on the first thing and then they went to your website and they filled out a form. They do not know you at all, so they have no reason to want to work with you aside from please call them and let's see what your price is. This is why you have to overcome that hurdle if you wanna work with them.
