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Lead GenerationA complete guide to generatinghigh-quality leads at scale with GoogleWhat’s newFind inspirationTake actionNow is the time to rethinkyour lead gen strategyLearn how with our latestAds innovationsBrett GoffinDirector, Lead Generation, USAs we look to the second half of 2020, we know it’s the right time to rethink the leadgeneration rulebook. We have to move away from prioritizing lead volume or leadcost to focusing on the value of each lead with the help of stronger data and moreadvanced automation.The pace of change has accelerated, permanently. COVID-19 has fundamentallychanged what consumers and businesses want and need. Users are more comfortable88%of US consumers favor brands thatprovide helpful information at everystage, from research to purchase. 2than ever doing things digitally, and they’re looking for brands to engage with them atevery stage of their journey.1 The back and forth between online and offline touchpointscan make it hard to connect the dots between leads from your ad campaigns and finalsales. At the same time, the industry move away from third-party cookies will shift theway marketers measure their results.It’s more urgent than ever to invest in the final sale, not the lead. Sophisticatedadvertisers are making fundamental changes to pivot away from traditional leadacquisition to intelligent lead quality, setting themselves up to capture growthopportunities in real-time. Telemedicine company K Health coupled its first-party data withautomation to rapidly scale its affordable healthcare services to four million Americans at1 in 3customers would rather buy from acompany that provides a wide rangeof ways to reach them—like web formsand calls. 3a critical time. As consumers opted for local road trips over air travel, RV rental companieslike RV Share used insights and automation to quickly capture this new trend in real-time.Automation is the best way to turn more leads into sales in a dynamic market. It’s notenough to upscale your product or expand into new channels. To drive growth today,you have to capture demand dynamically. How? Our automation solutions use billions ofcombinations of signals to serve what matters to consumers in real-time. When you couplethis privacy-protected data with the first-party data you’ve earned in building relationshipswith your own customers, you hold a significant business advantage: maximizing reach ofyour most profitable customers. Companies that integrate first-party data sources and32%In June, 32% of U.S. consumers shoppedonline with a brand they hadn’t beforeCOVID-19.4activate them achieve up to 30% in cost savings and 20% increase in revenue.5 What’s new1

Google has invested in new product featuresto help you generate high-quality leads, faster.Our latest product innovations will help you achieve two key goals:Generate high-quality leadswith updated lead gen ad formatsWith lead form extensions, you can now show alead form directly in your ad. The extension is aneasy way for you to ask people to share relevantinformation before they visit your site. Lead formextensions are now available across the Googleproduct suite (Search, YouTube, Discovery, andDisplay launching later this year).BETATurn more leads into saleswith updated measurement solutionsSUBMITWe’re making it easier for you to import offlineconversions just by using the information peoplehave given you in your lead form - like an emailaddress. As a result, clients no longer need tomodify their forms or CRM systems to use offlineconversion tracking.Google can help you accelerate what matters and guide your digital transformation.Integrate your online and offline consumer signal data, and activate your data with automationto generate high-quality leads that convert in a dynamic market. Be ready for what comes next.Learn more about these product innovations here, and read on forthe latest insights, tools, and resources. What’s new2

What’s newFind inspirationTake actionFind inspiration frombest-in-class marketersUse automation to capture newgrowth opportunities in real-timeThree principles for lead gen excellence fromthe President of Google Customer SolutionsMary Ellen Coe, President of Google Customer Solutions, shareshow the successful advertisers she works with are using signalsand automation to create strategies that generate high-qualityleads and drive business outcomes.Key takeawaysRevisit strategy fundamentals.Use automation to make sure your keyword,audience, and creative strategies keep upwith rapid changes in consumer behavior.Adopt a holistic measurement strategy.Lead gen involves complex individual journeys witha lot of touchpoints. Track what happens offline(closed sales) and use those insights to build apicture of what the high-purchase intent customerlooks like. Use this information in combination withautomation to ensure your bidding strategies findcustomers who have strong intent to purchase.Embed a test-and-learn philosophy.Keep up with changing consumer demand bytesting new ad formats, like enabling customersto connect with you directly from your ad throughnew efficient, user-friendly formats.WATCHThree ways Sleep Number made the leapto online leads – and closed the saleJosh Peterson, Senior Director of Digital at Sleep NumberCorporation, shares three of the principles it used to drivetriple-digit growth in ecommerce revenue during thepandemic with a lead gen strategy.Key takeawaysMake it really easy for customers to connectwith you.Sleep Number redesigned its website to make iteasy to request callbacks, increasing its online,chat and phone sales by 200% compared to Q2of last year.Evolve the way you show up.Without physical stores, Sleep Number testednew campaigns and ad formats to identify theright message for the right customers.Connect online and offline worlds.Streamlining its online and offline customerexperiences and combining that data – phonechats, online interactions, home sales, in-storeappointments – with campaign data helped SleepNumber think beyond the lead and understandwhat customers really need in the moment.READ Find inspiration3

What’s newFind inspirationTake actionMake the most of yourads investmentUse this framework to guide yourlead generation marketing strategySTAGE 1STAGE 2STAGE 3Focus on thefundamentalsGeneratehigh-quality leadsTurn more leadsinto salesStart by refreshing the basics.Be discoverable to people whoare interested in your productsor services and are more likelyto become your customers.Grow your customer base with leadgen ad formats that make it easy andseamless for high-potential customersacross all of Google’s platforms toexpress interest in the moment viaphone call or form.Improve the quality of your leads withautomation – it’ll adjust to changingcustomer needs in real-time and drivegrowth by finding more customerswho are more likely to convert.Learn about each stagewith our latest product deep divesSTAGE 1Focus on the fundamentalsLearn the basics for driving quality leadswith Google AdsIn this Skillshop learning path, you’ll discover thefoundational tools and strategies you can use to drivequality leads and reach your business goals.Key takeawaysSuccessfully measure your business goals withhelpful tools like conversion tracking to evaluateyour campaign results and take action.Meet your performance goals target volumewith relevant ads, correct messaging, andimpactful creatives.Reach valuable customers in Search and Display,connect with your audience on YouTube, andanalyze and optimize your campaigns withconversion data to drive higher-quality leads.EXPLORE Take action4

STAGE 2Generate high-quality leadsLearn about the latest lead gen adformats on GoogleKey takeawaysIn this new session, Google product experts discuss howto find qualified leads using lead-focused ad formats thatspan across the Google ecosystem, including call ads andlead form extensions.Use lead form extensions in Search, YouTube,Discovery and Display to capture interest or drivesignups. Have those leads delivered in real-timeby integrating Google Ads directly with yourcustomer relationship management (CRM), or usethe new Zapier integration for an easier set up.If your business values a direct humanconnection, sells complex products, or needs helpto drive online transactions, use call ads to drivehigher quality leads. Imported call conversionswill let you track the most valuable call outcomesto improve your Google Ads strategy.WATCHRoadmaster Drivers School, a truck driving training company,was looking for a way to achieve a higher volume of qualifiedleads – potential students looking for new career opportunities –at a lower cost-per-acquisition (CPA). Roadmaster began testinglead form extensions on its Search campaigns in key markets,allowing it to streamline its conversion process and capturedemand for potential students. Search has become Roadmaster’slargest source of lead generation across all media – afterimplementing lead form extensions, it saw a 300% increase inconversion volume and a 50% decrease in CPA. 300%increase inconversion volume Take action50%decrease inCPALead form extensionshave created a tidal shiftin our KPIs, strengtheningour conception ofGoogle Search as aneffective growth channel.The improvement inperformance has enabledus to now increase ourgrowth goals.Andrew PennMarketing Project Manager,Roadmaster Drivers School5

STAGE 3Turn more leads into salesLearn how to integrate your offlinecustomer data with Google AdsIn this session, Google product experts walk you throughhow to implement offline conversion tracking using Zapier,a third-party online automation tool, so you can refine yourlead quality using your company’s own signals.Key takeawaysYou can measure important steps of thecustomer journey that happen offline likeclosed deals or phone sales by importingthose conversion actions directly intoGoogle Ads with offline conversion tracking.Zapier makes it easy to import these offlineconversions and significantly reduces thetechnical work needed to connect your CRMto Google Ads.WATCHFattmerchant is a tech company that provides payment processingto merchants of all sizes. It used Zapier’s automation tool forGoogle offline conversion tracking to measure which campaignstrategies were generating more sales-qualified leads (SQLs)from its CRM. The setup took under ten minutes, and enabledFattmerchant to automatically import anonymized offline adconversions into its Google Ads account in real time and allowedits Google Smart Bidding strategies to optimize for SQLs. As aresult, Fattmerchant saw a 50% increase in SQLs and is saving threeand a half hours every week on manually uploading its CRM data. 50%increase insales-qualified leads Take action3.5The Google-Zapierintegration is such atime saver. We set upin minutes, and now myoffline conversions getpiped into Google Adsinstantly.Eric SimmonsDigital Marketing Specialist,Fattmerchanthours/week savedon CRM uploads6