High-Quality Leads: What Are They and How to Obtain Them?

A high-quality lead is not just a contact; it’s a potential customer that aligns closely with our offering. They match our target profile and have a need that our solution can fulfil. But how do you obtain a high-quality lead through a paid media strategy?

First, it’s important to remember that the quality of a lead doesn’t depend solely on volume. Focusing exclusively on volume can be counterproductive, as a high number of leads doesn’t guarantee they will be relevant or have conversion potential. Increasing the number of contacts often comes at the expense of lowering their value. For example, if form requirements are reduced to capture more leads, you might end up with many contacts who have no real intention of purchasing or a clear need.

This is where the concept of friction comes into play: the more friction there is in the capture process (detailed forms, questions that identify customer needs, etc.), the better we can qualify leads. Of course, this also implies a reduction in lead volume. Striking a balance in friction is crucial to achieving the right balance between quantity and quality. Too much friction can reduce the number of leads, while too little can result in contacts that don’t meet the appropriate profile. Identifying the sweet spot allows you to obtain qualified leads with a higher potential for conversion.

To qualify a lead, four key criteria are fundamental: need, interest, purchasing capability, and urgency. A genuinely high-quality lead demonstrates a clear need that our offer can address. They’ve shown an interest in learning more. They have the means to make the purchase. Moreover, they have urgency or motivation driving their decision.

The qualification process starts with forms and extends to the first interactions. During these initial interactions, it’s helpful to ask questions like: “What service are you most interested in?” or “What budget do you have in mind to solve this problem?” These types of questions help quickly identify the lead’s need, interest, and capacity, enabling more accurate qualification. Asking key questions early is essential to determine whether you’re dealing with a potential customer or just a curious contact. Using an appropriate CRM also helps analyse lead behaviour and their level of interest.

Some effective practices to improve lead quality include:

• Using initial interactions to ask questions that help determine whether the person truly has a clear need, genuine interest, and purchasing capacity.

• Implementing precise segmentation in ads. Clearly defining your audience and adjusting segmentation parameters in each campaign ensures your messages reach those with the most potential.

• Adapting creativity and messaging to resonate with those closest to making a decision. What problem do they have? How can we help solve it? Tailoring the message not only attracts, but also better qualifies leads.
  

Improving lead quality always requires a mix of techniques: more friction, more precise segmentation, and a clear focus on identifying needs.

What about you? What techniques do you use to improve the quality of your leads?

Consent Mode: A Key Tool to Improve the Measurement of Your Google Ads Campaigns

Consent Mode is a tool that can enhance the measurement of your Google Ads campaigns. Are you making the most of it?

Proper implementation of Consent Mode not only helps comply with privacy regulations but also significantly improves the ability to measure and understand campaign results, especially in a context where user consent is becoming increasingly complex.

What happens without Consent Mode?

Ad clicks that lack appropriate consent turn into lost data for platforms, leading to incomplete conversion reports. For instance, a campaign might appear less effective than it actually is, prompting decisions such as cutting budgets or changing strategies based on inaccurate data. This impacts the efficiency of advertising investment. With partial information, decisions are based on an incomplete reality.

How does Consent Mode help?

With Consent Mode, Google can model conversions that would otherwise remain invisible. This is achieved using statistical modelling techniques that analyse similar behavioural patterns to estimate how many conversions likely occurred, even when direct data is unavailable. Even without cookie consent, statistical modelling allows the estimation of conversions to provide a more realistic view.

The difference is clear: a 5% conversion rate without Consent Mode could rise to 5.9% with conversion modelling enabled, representing an 18% improvement in reporting accuracy.

Implementation is key

Ensuring that Consent Mode is properly configured is crucial. It’s not enough to rely on just any CMP (Consent Management Platform). A Google-certified CMP, such as Cookiebot, can automate this process, simplifying management and ensuring compliance with regulations.

In my experience, there are several ways to check if a website has implemented Consent Mode correctly. Some useful tools include Consent Mode Inspector and Google Tag Assistant (the latter is used to verify proper implementation of Google Tag Manager and Google Analytics on the site). You can even perform a more in-depth analysis through Google parameters, where "gcs: G111" would indicate that Google recognises Consent Mode.

Do you already have Consent Mode implemented on your website?

Strategic Decision-Making in Destination URLs: How It Impacts the Performance of Your Advertising Campaigns

The destination of an advertisement is an element that often goes unnoticed but has a significant impact on the performance of advertising campaigns. What happens when you change the destination URL or decide to send users to a different page? The answer depends on several factors, such as the relevance of the new page’s content, loading speed, mobile usability, and how well it aligns with the expectations created by the ad.

Changing an ad’s destination can profoundly affect conversion rates and user behaviour. Every time the landing page is modified, it impacts the user experience. For example, if the new page takes longer to load or is not mobile-friendly, users may leave before completing the desired action. If the new page does not align with the expectations set by the ad, performance may drop significantly. For instance, if the ad promises a specific offer and the landing page doesn’t clearly display it, users may feel frustrated and abandon the site. Consistency between the ad’s message and the landing page experience is crucial to maximising performance.

The new page must be optimised and aligned with the specific goals of the campaign. For example, if the focus is on lead generation, the landing page should facilitate conversion with simple forms, clear CTAs, and a seamless mobile experience. Additionally, technical aspects such as loading speed and proper structure for Google’s ad rank remain fundamental.

Another important point is that when you change an ad’s destination, advertising platforms often need time to readjust. The algorithm may need to recalibrate conversion patterns, which can temporarily affect performance. If the new page serves a similar purpose to the old one, this impact can be minimised. However, if it differs significantly, there might be a learning phase that negatively affects results for a period.

Such changes can also influence how users perceive the brand’s credibility. Each transition between ads and pages involves a fraction of a second in which the user evaluates whether the presented content remains relevant and whether it meets the expectation created. Maintaining the initial expectation can make the difference between a wasted click and a conversion.

This is why I always recommend approaching ad destination changes as a strategic decision. It is essential to analyse factors such as user intent, the technical aspects of the page (loading time, structure, metadata, keywords, mobile version), and historical performance data of the old page before making decisions. Before changing the URL, ensure that the new destination is optimised for the objective and enhances the user experience. If it does, it could lead to a considerable performance improvement. But if it’s just a change without a clear improvement in experience, it may harm the campaign’s efficiency without a valid reason.

What has been your experience when changing the destination URL in major campaigns? Has it affected your campaign performance? Let me know in the comments.