Many Indian advertisers judge Google Ads by one number: cost per lead. The cheapest campaign looks best in the report, yet the sales team says the leads are not serious. Here is a better way to evaluate PPC.
Why the cheapest lead is often the worst
Broad keywords, vague ad copy and a form that asks for only a name and number attract people who are curious, comparing prices or searching for jobs. They are inexpensive to acquire but rarely buy. In our experience, a campaign with a higher cost per lead but clearer intent often produces more sales per rupee spent.
Measure the whole funnel
- Cost per lead: what you pay for each enquiry.
- Qualified lead rate: the share of enquiries your team marks as genuine.
- Cost per customer: ad spend divided by customers won.
- Revenue per rupee of ad spend, once sales data is available.
Ask your sales team to tag each lead as qualified, unqualified or customer, then compare these tags against campaigns and keywords.
Make intent clear in the ad and the page
State what you do, where you serve and a starting expectation such as a free consultation or a site visit. This filters out people who are not a fit before they click. The landing page should repeat the same promise, load quickly on mobile and offer a call button and a short form.
Use negative keywords early
Add terms such as free, jobs, course, salary, DIY and template where they do not match your service. Review the search terms report every week during the first month and again every month after that.
Respect the Indian buying journey
Many customers enquire by phone or message and decide days later after speaking to family or comparing two or three options. Use remarketing to stay visible, answer calls quickly and follow up the same day. Slow follow up wastes more budget than almost any keyword mistake.
A simple monthly routine
Review search terms, pause keywords that bring unqualified leads, move budget to the campaigns with the best cost per customer, and test one new ad or landing page change at a time. Small, steady changes beat a complete rebuild every quarter.
Need help with this?
Devlopx is a digital marketing and web development agency in Ghaziabad. Get in touch and we will review your site for free.