Why focusing on lead quality helps you generate more leads from Google Ads
A B2B click can easily cost between five and twenty euros. If only one in ten clicks turns into a real opportunity, costs add up quickly. By feeding Google Ads with first-party data (Leadinfo) and offline conversions (CRM), you no longer optimise for ‘more forms’, but for more promising deals. This approach helps you generate more leads from Google Ads while reducing wasted spend. It delivers three clear benefits:
- Lower cost per acquisition (CPA) because bidding strategies know which leads actually have value.
- Shorter sales cycles because prospects come in warm.
- More budget for growth, less wasted on irrelevant clicks that deliver nothing.
With this reasoning in mind, we recorded a webinar together with Kersvers Digital. Below you’ll find the five steps Mitch covered, practical strategies that will help you generate more qualified leads from Google Ads starting today.
👉 Watch the webinar here. The webinar is recorded in Dutch, but you can use the subtitle feature to transcribe the webinar to English or other languages.
The 5 steps to generate more leads from Google Ads
1. Put your own data at the centre
Successful campaigns don’t start in Google—they start with your own tools. Connect Leadinfo with Google Analytics 4 and Google Ads so every click is enriched with company information, keywords, and on-site behaviour. This insight reveals which search terms truly bring in potential customers and helps you generate more leads from Google Ads that match your ICP.
💡 Pro tip: Export a list of recognised companies and upload it as a Customer Match list in Google Ads. Smart Bidding will immediately optimise towards leads that matter.
2. Filter on intent, not on volume
To truly generate more leads from Google Ads, you need to focus on search intent rather than just search volume. Not every keyword drives conversions, some are purely informational. Analyse regularly:
- Business vs. consumer keywords – refine terms to ensure you’re reaching B2B prospects.
- Funnel stage – from research queries (“best CRM tools”) to high-intent queries (“request CRM demo”).
- Long-tail specificity – long-tail keywords (3+ words) typically convert twice as well.
Cut out low-intent keywords or place them in lower-bid campaigns, keeping your budget focused on the searches that can actually generate leads.
3. Make follow-up personal via LinkedIn
Leadinfo shows you which company clicked your Google Ads, which keyword they used, and which pages they visited. This context allows you to follow up in a personal, relevant way, significantly increasing your chances to generate more leads from Google Ads.
Example outreach:
“Hi Jules, I noticed you viewed our WordPress webshop page three times. I’d love to hear about your plans, shall we have a chat?”
Personal LinkedIn outreach combined with remarketing lists ensures your brand stays top-of-mind with prospects.
4. Give Google feedback with offline conversion tracking
Form submissions don’t always equal valuable deals. To generate more qualified leads from Google Ads, upload offline conversions—Qualified or Closed-Won deals—into Google Ads. This way, Smart Bidding learns which patterns (keywords, devices, regions) drive real revenue and adjusts bids accordingly.
Repeating this weekly ensures Google Ads continues to optimise for the right kind of leads.
5. Continuously optimise campaigns with Leadinfo data
If you want to consistently generate more leads from Google Ads, campaign optimisation is non-negotiable. Monitor recognised companies, lead scores, and conversion value in dashboards. If results decline, use Leadinfo to identify which companies drop off and why, then adjust campaigns accordingly.
This closes the loop: data → action → better data → more leads.
Case study: 50% more qualified leads in 90 days
Kersvers Digital applied this five-step approach for Vespucci Mobility. By uploading offline conversions and leveraging Leadinfo data, qualified test drives rose from 40% to 67%, while CPA dropped by 32%. This proves that you can generate more leads from Google Ads by combining the right data with smart optimisation.
Ready to generate more leads from Google Ads?
If you’re serious about improving results, follow these steps today:
- Watch the webinar for the full walkthrough.
- Activate the Leadinfo integration in your Google Ads account. Don’t have Leadinfo yet? Create an account here.
- Upload your first batch of qualified leads into Google Ads.
FAQ: Generate More Leads from Google Ads
Is this method GDPR-compliant?
Yes. Leadinfo fully adheres to GDPR. Read more about our GDPR approach here.
Does this work for smaller budgets (< €1,000 p/m)?
Absolutely. Start with high-intent keywords and manual CPC bidding until you have enough conversion data.
Which KPIs should I track to generate more leads from Google Ads?
Focus on Qualified Leads/Spend and Average Deal Size. Clicks and forms are secondary metrics, not true KPIs.
Key takeaway
To truly generate more leads from Google Ads, you don’t need a bigger budget, you need smarter use of the data you already have. Apply these five steps, let your campaigns learn from the right signals, and watch Google Ads deliver not just more clicks, but more qualified B2B leads.