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Generating leads through PPC is often straightforward. Improving the quality of those leads requires more precision.
Low-quality leads usually result from broad targeting or unclear messaging. When audiences are too general, conversions may happen, but few become customers.
This guide outlines how to use advanced PPC targeting to improve lead quality. It starts with identifying the audiences most likely to convert.
High-intent audiences are people or businesses who show clear signs of being ready to buy or take a specific action. Unlike general audiences who may be browsing, high-intent audiences search with purpose.
Intent signals include comparing solutions, reading product reviews, or searching for pricing information. On Google Ads, search queries like "best B2B CRM software" or "enterprise project management pricing" show intent. On LinkedIn, job titles such as "IT Director" combined with interests like "Digital Transformation" suggest someone evaluating vendors.
Intent-based targeting uses signals like search behaviour and past engagement. This differs from demographic targeting, which uses traits like location, age, or job title. While demographic filters help narrow reach, intent-based targeting focuses on behaviour patterns that imply readiness to act.
B2B lead generation strategies that prioritise intent over volume typically see higher conversion rates from lead to customer.
For more information on using ICPs read our recent blog post How to Use ICP Scoring to Drive Smarter Paid Campaigns.
Moving beyond broad match keywords to more specific terms helps attract users with clearer purchase intent. Long-tail keywords (three or more words) often bring in users closer to making a decision because their searches are more detailed.
Ad copy can act as a filter by including qualifying language that discourages irrelevant clicks. This reduces wasted ad spend and helps attract leads who meet your criteria.
Examples of high-intent vs. low-intent keywords:
Ad messaging should reflect the user's problem and suggest a defined solution. If someone searches for ways to reduce customer churn, effective ad copy might include "Reduce SaaS churn with automated onboarding workflows."
Testing different versions of ads helps identify which language attracts higher-quality leads. Change one element at a time, such as the headline or call-to-action, and compare results using metrics like conversion rate or lead quality score.
Landing pages can qualify leads before they enter your pipeline. When landing page messaging matches ad messaging, it reinforces what visitors expect and helps filter out people who clicked for the wrong reasons.
Forms need to balance collecting enough information to qualify leads without creating too much friction. Including fields like job title, company size, or project timeline helps identify whether a lead fits your ideal customer profile.
Progressive profiling shows users only a few fields at first. As they return to the site or engage with more content, additional fields appear. This collects more data over time without overwhelming visitors on their first interaction.
A clear value proposition explains what your product does and who it's for. Examples that attract high-intent leads include:
Social proof like testimonials or case studies helps visitors understand who your solution works best for. This encourages self-qualification, as visitors can see whether they match your successful customer profile.
Specific calls to action tend to attract more qualified leads than generic ones.
Examples that attract qualified leads:
Examples that attract general traffic:
For visitors not ready to commit, offering micro-conversions like downloading a guide or subscribing to a newsletter provides a way to nurture them until they're ready for a larger commitment.
For more information read our guide on creating high performing landing pages.
Exclusion targeting prevents ads from showing to audiences unlikely to convert. This approach reduces wasted spend by filtering out users who don't meet specific criteria.
Negative keywords prevent ads from triggering for certain searches. To implement this strategy:
Common negative keywords for B2B campaigns include:
These terms often indicate low purchase intent or users outside your target segment.
Location-based targeting focuses on areas where high-value leads are more likely to come from. You can include or exclude countries, regions, cities, or postal codes based on performance data.
Analysing historical data helps identify where qualified leads typically come from. If certain locations consistently produce higher-quality leads, you can increase bids in those areas while reducing exposure in lower-performing regions.
Device targeting works similarly. If desktop users convert at a higher rate than mobile users, adjusting bids to favour desktop traffic can improve overall lead quality.
Custom segments can be created using CRM data or conversion history to focus on traits shared by high-quality leads. To create these segments:
Lookalike audiences (LinkedIn) or similar audiences (Google) are automatically generated groups that share characteristics with your custom segment. This helps reach new users who are likely to have similar behaviour or demographics.
Machine learning systems in PPC platforms learn which types of users are more likely to become qualified leads. Over time, these systems adjust targeting, bidding, and ad delivery based on observed patterns.
Automated bidding strategies use these insights to optimise campaigns. Instead of focusing only on generating clicks or leads, certain strategies prioritise lead quality by delivering ads to users more likely to become sales-qualified leads.
Common automated bidding strategies include:
To guide these algorithms, define what a "good" lead looks like by marking specific actions, such as requesting a demo or filling out a detailed form as valuable conversions. The platform uses this data to optimise future ad delivery.
Connecting PPC platforms to a CRM allows data to flow from ad click through to revenue. This helps identify which campaigns produce leads that convert into sales.
To track lead quality from ad click to sale:
A lead scoring system ranks leads based on how closely they match your ideal customer profile. This helps prioritise follow-up and provides feedback on campaign performance.
Example lead scoring criteria:
This data can be sent back to ad platforms through offline conversion imports or enhanced conversions. The platforms then use this information to optimise targeting and bidding strategies.
Improving lead quality requires ongoing testing. Focus on metrics that indicate quality, such as sales-qualified leads, cost per qualified lead, and lead-to-opportunity conversion rates.
Elements to test include:
When measuring results, look beyond form submissions to how many leads become qualified opportunities. This may require waiting longer to evaluate test results, but provides more meaningful data for optimisation.
After identifying which elements improve lead quality, apply these learnings to other campaigns. Scale budget toward segments that consistently produce high-value outcomes, and be mindful of diminishing returns (the point where additional spend no longer increases qualified leads at the same efficiency).
Improving lead quality through advanced PPC targeting involves several key strategies:
These approaches work together to attract leads more likely to convert into customers. While they may reduce overall lead volume, they typically improve sales efficiency and return on ad spend.
Get a free proposal from Lever Digital to achieve better PPC results.
Initial signs of improvement typically appear within 4-6 weeks after applying advanced targeting settings. Measurable and sustained results usually require 2-3 months of consistent data collection and campaign adjustments.
Key indicators include the conversion-to-opportunity ratio, the rate at which leads are marked as sales-qualified, and the average deal size from PPC-generated leads.
A lower number of leads with higher match relevance often results in better use of sales resources and improved close rates, which can increase return on ad spend.
A typical starting point is allocating 20% of the current PPC budget toward testing strategies focused on lead quality before increasing investment in effective tactics.
Small businesses can apply specific keyword targeting, refine audience settings, and connect basic CRM tools to improve lead qualification without requiring large budgets.
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