Off-Market Google Ads Tip - Are All Keywords That Bring You Leads Worthwhile?

[Yogev Lifchin]

For the innocent advertiser just starting out with Google Ads, leads might seem like the ultimate goal. Everyone wants leads, right? That’s the be-all and end-all, right?

WRONG.

Even if a keyword consistently brings in leads—whether they are distressed sellers or retail buyers—there’s still one crucial thing you need to check at the end of the day:

HOW MANY CONTRACTS DID YOU GET FROM THAT KEYWORD?

Now, I’m assuming you have an acquisition agent who knows their stuff and that your closing ratio is decent. The sad, strange truth is that the success rate for converting leads into contracts can vary greatly from keyword to keyword.

For example, in one of our recent campaigns, we were generating multiple leads every week from a keyword related to the term “Home buyers.” Everything seemed great, but there was one big catch…

The catch was that, despite bringing in dozens of leads from that keyword, IT SIMPLY DID NOT CONVERT TO CONTRACTS.

Why?

Honestly, I don’t know—and I don’t care. If the keyword intent is solid, the ad is well-crafted, the landing page is optimized, and the acquisition process is smooth, then the rest is just statistics.

The main takeaway here is that you need to measure contract closures per keyword. That’s exactly what I advised my client to do—we pulled that data from the CRM and labeled it by keyword.

Now, you might be wondering, what’s better than measuring contract closures per keyword? Well, that would be tracking the deal sold $ amount per keyword... But that’s a topic for a different post….