digital marketing agency in nairobi

How to Generate Leads
for Your Business
with Google Ads

As a business owner, you are most likely searching for an effective and budget-friendly way to generate qualified leads. In this article, you will learn how to generate leads for your business with Google Ads.

Google is the first place most people go to when searching for solutions, answers, products, services or companies.

And it’s for this reason that Google has cemented itself as the go-to search engine and has enjoys a massive 92% market share.

It therefore pays to have your website strategically positioned on Google, when people search for the services you offer, and that’s where Google Ads come in.

Google Ads can be one of the most effective ways of generating leads for your business – and can effectively be your primary lead generation marketing channel.

What is Lead Generation?

If your business has a longer sales process, you definitely need a consistent supply of leads into your sales funnel.

And in this context, lead generation is a stage in your sales and marketing process – where you serve your ads to your target market with the sole intention of getting people who are interested in your products and services.

For a very long time, most businesses have always generated leads through cold calling, cold emailing, industry events, networking, PR among others.

But with the growth of internet access, Google Ads has grown to become a more effective and cost-effective channel for generating leads.


What is Google Ads?

When people search for your services in Google, they will see two categories of results – free and sponsored.

how to generate leads for your business with Google Ads


Google Ads is the paid advertising platform by Google, that you can use to drive traffic to your website when people search for your services on Google. It works on the principles of Pay-Per-Click (PPC) advertising, where you pay for every click on your ad.

How do you generate leads for your business with Google Ads?

For every search on Google, only relevant results get displayed on the Search Engine Results Page (SERP).

It’s therefore incumbent on you, as an advertiser, to ensure a perfect match between your advertising and what your prospects may be searching for. 

Below, we will outline the best approach to take in order to generate leads for your business with Google Ads.

Step 1: Find the Correct Keywords

When you go to Google and type in ‘movers in nairobi’, there is a high chance that you are soon moving from Nairobi and needs moving services.

On the other hand, if you type in ‘movers’, it’s not very clear what your intention may be.

Every keyword used on a search carries a different weight of intent, and as an advertiser, you should only use keywords that carry the highest commercial intent.

In most cases, you will not be the only one advertising on these keywords. So, its important to identify keywords with less competition and high search volumes.

But how do you find these keywords?

The most straight forward way is through a keyword research tool; most of which are not FREE. Fortunately, there are many tools available -to help you figure out which keywords will work best for your Google Ads strategy.

Here are some of the tool you can use:

  • Google Keyword Planner
  • Ahrefs
  • LongTailPro
  • KWFinder
  • SpyFU
  • SERPStat

Step 2: Work on Your Landing Page

When your prospects click on your ad, they will be redirected to a page on your website. That page is known as the Landing Page.

For example,

if you clicked on this ad

how to generate leads for your business with Google Ads

You would be redirected to this page:

how to generate leads for your business with Google Ads

Messaging on your landing page should immediately respond to what was searched for on Google, and be in agreement with the ads too. 

If there is any kind of disagreement between your messaging and what the prospect is searching for, then a big part of your advertising budget will be wasted.

You will end up with very many clicks and no leads.

Step 3: Test, Measure and Optimize

If you are going to successfully generate leads for your business with Google Ads, then testing must be part of your routine.

Once your landing page and target keywords are ready, your next step will be to measure the performance of your lead generation advertising campaigns.

It is good practice to create multiple landing pages and ads – through which you will identify which kind of messaging resonates well with your target audience.

Through rigorous testing, you will also identify which sets of keywords are generating more leads – and over time, improve the performance and effectiveness of your campaigns.


Generating leads for your business with Google Ads needs consistent  testing and optimization over time.

You need to strategically choose your keywords and develop a landing page that answers the exact questions asked by your prospects.

With the rising competition and keywords’ cost-per-click, you have to keep improving your campaigns – otherwise, your lead generation campaigns will stop being profitable.

Are you Spending

too much money

to acquire Customers?

If you’re spending too much on customer acquisition, you’re throwing money away – money that you could be investing back into your business. Here is a free tool to help you gauge if you are spending too much on acquiring new customers.