<aside> ℹ️ This guide identifies the major Google Ads types to generate Leads, covering Search for 1. Generic Keywords 2. Branded Keywords 3. Competitor Keywords and 4. Display Campaigns.

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Guide to Google Ads for Leads

Need leads to drive your business? This beginner’s guide on Google Ads covers the core advertising campaigns that any service-providing business should have, covering Search Campaigns based on three different keyword groups (Generic Search, Own Brand, and Competitor’s Brand) and Display Campaigns.

If used effectively, your service will be able to reach a targeted audience in Hong Kong, and appear in the search results for people that are already actively looking for what you offer!

If you are running an E-commerce business, we recommend you to take a look at:

Google Ads for Ecommerce

4 Must-Have Campaigns for Leads

#1 Generic Search Terms Campaign

Capture customers that search online

Generic Search works best for services that are in demand and thus frequently searched for. This should form the MAJORITY of your campaign strategy.

For example, let’s assume that you run a hair salon in Hong Kong. By using keywords that are relevant to your brand such as “Hair Treatment”, “Hair Solutions” or “Hair Loss Treatment”, a hair treatment center such as Perfect Hair can capture demand from the market. Most customer searches online do not have a specific brand in mind, making this a great way to capture demand when customers are searching for it.

• Advertisers pursuing this strategy are advised to create multiple generic search campaigns based on different service categories

Ad **Extensions

Help users quickly understand what you offer by including Ad extensions in your Generic Search Campaign**.**

• From the image, Ad Extensions have Call to Action buttons such as “Book Now” or “Contact Us” and provide a quick way for users to find what they are looking for and sign up for your service.
  • Use Lead Form Extensions to quickly get users to fill in a Google Form with their contact information.
  • Use site link extensions to bring users into your booking page for easy sign-ups.
  • Use one-click calling if you wish to be reached by phone to answer queries
• Follow up with Phone calls or live demos to capture leads that have signed up

✅ Benefits:

• Reach a large audience pool to increase chances of gaining a sale
• Capture relevant customers that are actively searching for your specific service
• Gain new customers that don’t recognize your brand, they click on your website because of what you sell

❌ Disadvantages:

• Return On Ad Spend can range from low to high based on your Ad quality, the attractiveness of your product, and website quality