Here’s a harsh truth for PPC-ers in lead gen:
Ultimately, your success depends heavily on the client’s sales skills.
You can generate all the high-quality leads in the world, but if the client can’t convert leads into sales, you might as well target ads for tanning salons in the tropics.
For converting leads into sales, the landing page matters a lot. However, the speed and sales skills of the person contacting the lead are what really make the difference.
Be sure to measure and optimize.
Measure:
1. The response rate (are all the leads followed up within 5 minutes?)
2. The quality of the lead (spam, irrelevant, or MQL?)
3. How good is the lead-to-sales funnel (are conversion rates what is to be expected based on the quality of the lead?)
Optimize all of the above.
– Nils