In today’s competitive digital landscape, sustained business growth relies on a consistent influx of qualified leads. Google Ads stands as one of the most effective channels for acquiring these leads and accelerating measurable results. Whether you’re a small business or a big brand, running well-designed Google Ads campaigns can connect you with people who are actively searching for your product or service.

But here’s the thing, running ads doesn’t get you leads. You need the right strategy, setup and optimization techniques to make it work. In this post, we’ll go through a step-by-step process on how to get leads from Google Ads.

1. Understand Your Target Audience

First, you need to know who your audience is. Google Ads works best when you have a clear idea of your ideal customer. Ask yourself:

• What are their pain points?
• What would they type into Google to find my business?
• Are they decision makers or just researching?

Example: If you run a digital marketing agency, one of your audience could be small business owners searching for “affordable SEO services”. By knowing this intent, you’ll know what kind of ad copy, landing page, and offer to create.

2. Choose the Right Campaign Type

Google Ads has many campaign types but not all are for lead gen. The top ones to focus on are:

• Search Campaigns – Show ads when someone searches for keywords related to your product/service. Best for high-intent leads.
• Display Campaigns – Place ads on websites and apps. Good for brand awareness, but needs strong targeting.
• Performance Max – A new campaign type that uses Google AI to optimise across all channels (Search, Display, YouTube, Maps).
• Lead Form Extensions – Allow users to fill out their info in the ad without leaving Google.

For most businesses starting, Search Campaigns + Lead Form Extensions are the way to go for direct leads.

3. Do Keyword Research for Lead Generation

Keywords are the foundation of Google Ads. To get leads, focus on high-intent keywords that show users are ready to take action.

• Transactional keywords – “Buy CRM software,” “Hire web designer”
• Service-based keywords – “Digital marketing agency near me,” “Best accounting firm”
• Problem-solving keywords – “How to fix a slow website,” “Replace AC unit”

Use Google Keyword Planner, SEMrush, or Ubersuggest to find keywords with good search volume and moderate competition.

Tip: Avoid broad and generic keywords like “marketing” or “software.” They get clicks but rarely convert to qualified leads.

4. Write Compelling Ad Copy

Your ad copy is the first thing potential leads see, so it needs to grab their attention and make them click. A good ad should have:

• Headline with keyword – “Affordable SEO in Minnesota”
• Clear value proposition – What makes you different?
• Call-to-Action (CTA) – “Get Free Consultation,” “Book a Demo Today”

Example Ad Copy:
“Struggling to get customers online? SoloITech offers affordable SEO & web design services in Minnesota. Get a free 15-minute consultation today!”

5. Optimize Your Landing Page

Big mistake: sending ad traffic to the homepage. Instead, create a dedicated landing page for the ad.

A high-converting landing page should have:

• A headline that matches the ad copy
• Short, benefit-driven copy (how you solve the user’s problem)
• Lead capture form (name, email, phone number)
• Social proof (testimonials, reviews, trust badges)
• Strong CTA button (“Request a Quote,” “Sign Up Now”)

Tip: Keep the form short. The more fields you add, the fewer leads you’ll get.

6. Use Conversion Tracking

Without tracking, you won’t know which ads are generating leads. In Google Ads, set up conversion tracking to measure actions such as:

• Form submissions
• Phone calls
• Downloads (eBooks, guides, brochures)
• Appointment bookings

7. Leverage Ad Extensions

Ad extensions make your ads bigger and more enticing, giving users more reasons to click. For lead gen, use:

• Lead Form Extension – Capture user info from the ad.
• Call Extension – Add a phone number so users can call now.
• Location Extension – Great for local businesses (shows your address).
• Sitelink Extension – Add quick links like “Pricing,” “Free Demo,” “Testimonials.”

The more extensions you use, the higher your CTR.

8. Set the Right Bidding Strategy

Google Ads lets you choose how you pay for traffic. For leads, the best bidding strategies are:

• Maximize Conversions – Let Google do it for you.
• Target CPA (Cost Per Acquisition) – You set how much you’re willing to pay per lead.
• Manual CPC – Gives you control but requires constant monitoring.

If you’re new, start with Maximize Conversions, then move to Target CPA once you have enough data.

9. Use Audience Targeting

Don’t just rely on keywords to narrow down who sees your ads. Google lets you target based on:

• Location (city, country, radius around your business)
• Device (mobile vs. desktop)
• Demographics (age, gender, household income)
• Interests (people actively researching your product/service)

Example: A local user can run ads targeting only people within 10 km who are searching “job near me”

10. Test, Measure, and Optimize

Lead generation isn’t a one-time setup. To succeed, you need to:

• A/B test ad copy (try different headlines and CTAs)
• Test landing pages (single form vs. multi-step form)
• Monitor performance (which keywords bring cheap but qualified leads)
• Pause underperforming ads and allocate budget to winners

Optimization is where the magic happens. Even small changes can double your conversion rate.

11. Offer Incentives to Capture Leads

Sometimes people need a little extra push to share their details. Offering something of value can help:

• Free eBook or guide
• Discount code
• Free trial/demo
• Free consultation call

The easier and more valuable you make it, the more likely users will become leads.

12. Follow Up Quickly

Generating a lead is only half the battle, how you handle that lead matters more. Research shows that businesses that follow up within 5 minutes are 9 times more likely to convert a lead into a customer.

Set up:

• Automated emails (“Thanks for signing up, here’s your free guide”)
• SMS notifications (for instant engagement)
• A sales team workflow to reach out quickly

Conclusion

Google Ads is one of the most powerful tools to generate leads, but it requires strategy, testing and continuous optimization. By understanding your audience, choosing the right keywords, creating compelling ad copy, and optimizing landing pages, you can turn ad clicks into real business opportunities.