Many businesses, especially service based businesses, have become reliant upon Google Ads to drive new business at an efficient level. However, many business owners do not understand the return which they are receiving from their Google Ads in terms of actual revenue to the business. If these businesses are currently contracting an agency for Google Ads management, they are likely viewing reports which show results in terms of impressions, clicks and conversions. While tracking conversions (or leads) is great, not all conversions (leads) are created equal. This is why Results Guaranteed finds it so key to view revenue as a metric to ensure the return on investment within Google Ads is actually happening based on the management structure.

The first step to ensuring the best Google Ads performance is implementing holistic tracking once the user lands on the website. We want to know what they typed in to reach the website, what they clicked once they arrived and the page which they called from once they did call. Each one of these variables can provide us with additional insights which only further improves the Google Ads management done by Results Guaranteed. Dependent upon the sales cycle length, we want to implement revenue tracking which feeds back into the Google Ads interface. By utilizing holistic tracking which goes beyond the online touchpoints, we are able to feed in actual business revenue data to Google Ads. Once this revenue is reported into the Google Ads interface it makes optimization straight forward as we can clearly see which portions of the Google Ads account are performing best.

A lower cost per lead is not always better. A $100 lead which converts to a sale at 70% is more valuable than a $33 lead which converts at 20%.