Most lead-generation PPC campaigns underperform because the platform can’t distinguish between a high-value client and a dead-end click. As a specialist lead gen agency for B2B and service businesses, we feed real CRM and sales data into Google Ads and Microsoft Ads so that spend optimises toward leads that become customers.
Plenty of agencies promise “high-quality leads.” Few can show the machinery that produces them. As a specialist B2B PPC agency, our lead generation approach is built around the one question most agencies never ask: which leads will actually become customers?
We engineer out junk before it costs you. AI-supported call tracking transcribes and qualifies every inbound call, so only genuine sales conversations count. Our AI-built negative-keyword automation lifted relevant clicks from 51% to 95% for The Good Care Group by filtering out searches that would never convert.
We bid on leads that will actually close. Working with your sales team, we model how likely each enquiry is to convert and assign it a real value. Then we feed that back into Google and Microsoft Ads so the platforms learn to chase leads that become customers, not the cheapest form fills.
We know regulated-sector lead gen. In healthcare, finance, legal, and funeral services, Customer Match and rich data uploads are restricted, leaving most accounts optimising blind. We build compliant workarounds that let the AI see value again. It’s specialist ground, and it’s ours.
Most lead gen campaigns aim to maximise the number of forms filled. We build ours to maximise the revenue behind them because a strategy chasing volume will always cost more than it returns. Everything below aims for one outcome: more qualified enquiries that close at a lower cost per lead.
Not every lead is worth the same, so we don’t bid as if they are. We focus spend on your highest-margin services and best-performing locations and concentrate search campaigns where genuine buyers search, not on broad, cheap traffic that inflates your cost per lead.
Good ad copy does half the filtering for you. We write ads that speak to the right buyer and set honest expectations, so the people who click are worth a conversation. We support this with display campaigns and remarketing to stay visible through longer, phone-heavy decision-making.
Fast pages matched to the search with the phone number and next step exactly where people expect them. In multi-step funnels, contactability matters as much as the click.
Through CRM integration and call tracking, we follow each enquiry past first contact into the pipeline and revenue, so we’re optimising cost per acquired customer, not cost per form fill.
From there, it’s about where the money goes. We read call data, service mix, and location performance to decide where to push, protect, or pull back budget, driving cost per lead down and ROI up month on month.
Google Ads generates high-quality leads because it targets users actively searching for your services. However, each ad format serves a distinct purpose, and treating them identically can lead to wasted budget.
Drive results by capturing users with the highest intent. We focus the budget here to ensure strong performance. Careful keyword selection ensures your ads reach buyers rather than casual browsers.
Pmax is effective when provided with quality data. Default settings may generate low-quality leads, but integrating profit values with CRM signals helps identify prospects more likely to convert.
Typically do not generate leads independently. Their primary role is to maintain visibility during extended decision-making processes, especially through remarketing to users who have already expressed interest.
It build early-stage awareness and demand, which Search campaigns can later convert. This approach is valuable when your service requires explanation before prospects are ready to inquire.
When used with the appropriate data signals, these Google Ads formats create compounding lead-generation results.
Many agencies turn to Microsoft Ads only after launching Google campaigns, which can be costly and inefficient for B2B lead generation.
Microsoft Ads, still often referred to as Bing Ads, reaches an older, more affluent, and more professional audience. With less competition, clicks typically cost less. For high-value services, this often results in a lower cost per qualified lead compared to Google for the same search.
Search on Microsoft Ads functions similarly to Google’s, capturing users who are actively searching, but at a lower cost and with less competition. We replicate your top-performing Google campaigns and then optimize them for Microsoft’s unique features, rather than simply copying and pasting.
It offers a significant advantage. Since Microsoft owns LinkedIn, you can incorporate company, industry, and job title targeting directly into your search campaigns. This ensures your budget reaches key decision-makers rather than just relevant keywords. No other paid search platform provides this capability for B2B.
This extends your reach across MSN, Outlook, and partner sites. We leverage this network for native and remarketing placements to maintain visibility with engaged prospects.
While Microsoft Ads may not replace Google, it offers a cost-effective, targeted lead-generation channel that should not be overlooked.
See how we saved TFP Fertility money and increased their conversion rates, helping to smash their growth targets.
The Good Care Group is a leading UK home care provider, who offer services of both live in care and visiting care across the UK. They had been struggling with performance of their PPC accounts in late 2023. These once good performing PPC accounts were driving far less return than they once were to the point that the business was considering switching off PPC as a channel entirely.
When we began speaking with the founders of Deltron, they were unhappy with the results from their agency. They were not provided with access to their own Google Ads account, and instead were just given insights from a superficial reporting tool that focused only on traffic.
Aura was struggling to make any return on their investment from the Google Ads platform with high costs and a low amount of conversions/leads. We took this on from May 2023 and throughout the rest of the year improved their campaign structure, implemented call tracking, had a strict negative keyword policy, implemented a landing page strategy, and implemented ROAS bidding.
If you operate a B2B or service business and believe your lead generation is not fully connected to commercial results, you may be missing revenue opportunities. We are available to review your Google Ads and Microsoft Ads setup and provide an objective assessment of what is effective and what can be improved. There is no sales pressure, only honest feedback.
Schedule a lead generation PPC consultation, and we will provide a transparent evaluation of your growth opportunities.
Lead generation PPC uses paid ads on Google Ads and Microsoft Ads to attract people who are likely to become customers. For B2B and service businesses, the focus is on generating qualified leads that turn into revenue, not just a high volume of leads.
We link your campaigns to your CRM and follow each enquiry from the first contact all the way to revenue. AI call tracking helps spot real sales conversations, and by marking which leads become customers, we help Google learn to focus on high-quality leads rather than just more leads.
Most businesses benefit from using both platforms. Google Ads brings in more searches from people who are ready to buy. Microsoft Ads usually costs less, has less competition, and lets you target by job title, company, and industry through LinkedIn, which is great for B2B.
We lower your cost per lead by focusing on the right leads, not just getting fewer of them. We reduce wasted spend with carefully selected negative keywords, allocate your budget to your most profitable services, and use real conversion data to improve bidding. This way, your cost per qualified lead drops while your lead volume stays steady or even grows.
We run lead-generation campaigns for B2B and high-value service businesses across healthcare, finance, legal, home care, and professional services. In these fields, a single client can be worth thousands, so lead quality is much more important than simply getting a lot of leads.