What lead generation in Google Ads means
A lead generation campaign pays for people who are actively looking for your service and gives them the easiest possible way to make contact: a form on a fast landing page, a phone number they can tap, a WhatsApp button, or a lead form inside the ad itself. The difference between a campaign that generates leads and one that generates clicks is measurement. On the Better Broking account the rebuild started with tracking for forms and calls; only after that could bidding learn which searches produced the 40+ leads a month the account went on to deliver.
Who this is for
Businesses in Nepal and abroad where each customer is worth enough that a phone call or a form is the natural next step: fertility and specialist clinics, mortgage and insurance brokers, law firms, study-abroad consultancies, real estate developers, software companies selling demos, manufacturers and distributors quoting on request, and trades. Online stores are better served by Shopping Ads and a purchase-based setup.
What a lead generation engagement includes
Search campaigns as the core
Most leads come from Search campaigns built around buyer-intent keywords on exact and phrase match, with negative lists that remove job seekers, students and researchers. Everything else on this page layers on top of that.
Lead form assets
Lead form assets let someone submit their details inside the ad without visiting your site. They lower the cost per lead and raise the share of low-quality submissions, so I use them with qualifying questions, a clear headline about what happens next, and a webhook that sends each lead to your CRM or a sheet within seconds. Leads that sit in the Google Ads download for a week are dead leads.
Call assets, call ads and call tracking
For businesses that convert on the phone, call assets and call-only ads are scheduled to the hours someone answers. Calls from ads use Google forwarding numbers; calls from the landing page are tracked with a click-to-call tag on mobile or a call-tracking number for desktop. Both count only above a minimum duration, so a wrong number is not a conversion.
WhatsApp and Messenger enquiries
In Nepal a large share of enquiries arrive on WhatsApp. The click on the WhatsApp button is tracked in Tag Manager as a conversion, kept secondary until the reply quality is known, then promoted to primary if it deserves the bidding weight.
Landing pages that match the query
One page per service with the form or number above the fold, the same wording as the ad, proof that is true, and a load time that does not lose mobile visitors. I specify the page; building it is under landing pages for ads.
Lead quality and offline conversion import
Not every lead is a customer. Once your CRM or sales sheet records which leads were qualified or closed, those outcomes are imported back into Google Ads against the click ID, and bidding moves from cost per lead to cost per qualified lead. This is the single biggest improvement available to most lead accounts and it depends entirely on the conversion tracking setup.
Bidding
Manual CPC or Maximize Conversions with a cap at launch, Target CPA once there is enough history, then Target CPA on the qualified-lead conversion once offline import is stable. Remarketing lists on Search raise bids for people who visited and did not enquire.
How a lead campaign is built
- Define the lead: which actions count, which are primary, and what a qualified lead means to your sales team.
- Build and test-fire tracking for forms, calls, WhatsApp and lead form submissions.
- Keyword research by service and intent; negative list; campaign and ad group map.
- Landing page assignment and change list; lead form and call assets configured.
- Launch on conservative bidding; daily checks in week one, then weekly search-term, negative and bid work.
- Lead quality review with you after 30 days; offline conversion import connected.
- Move to Target CPA on the conversion that reflects revenue; expand with Performance Max once Search is stable.
What you receive
- Conversion actions for every lead type, documented and verified.
- Leads delivered to your CRM, email or sheet in real time.
- A monthly report showing leads by source, cost per lead and, once import is running, cost per qualified lead.
- A weekly change log inside the account.
Mistakes I see in lead accounts
- Counting a contact-page view or a button click as a lead, then bidding toward it.
- Lead forms without qualifying questions, producing volume the sales team stops calling.
- Call assets running at night in a business that closes at six.
- No feedback from sales, so the account optimizes for the easiest lead rather than the best one.
Pricing and next step
Lead generation campaigns are run inside my monthly PPC management fee; ranges are on the packages and pricing page. If you already run campaigns, a free Google Ads audit will show what your current conversions actually count and where the leads are coming from.