Alright, welcome back. Today I want to share one simple thing that can help you to 3-4x your conversion results - literally, overnight. 

I've been doing research on a bunch of ad accounts this week, sharing where I see the greatest areas for improved ROI - because ideally, although we focus on lead gen metrics as a leading indicator - what we actually care about as business owners is bottom line revenue - right? Of course.

I ran through at least 5 accounts this week, that were breaking one of my cardinal rules about running profitable paid traffic campaigns for any small business. These accounts were driving people from an ad, to their website. In some cases, they were driving to moderately targeted pages about the particular service they were featuring, and in others they were driving to the homepage of their site - I mean come on. You can't expect to drive profitable campaigns without using proven, direct response landing pages in your marketing funnels. 

For those that haven't heard me speak on this before - here's the 2-minute version of how to run a profitable marketing funnel with paid ads - in this case we'll talk about search advertising (like Google Ads), as this is my preferred method for customer acquisition for 90% of businesses we work with:

1. First, you need to start with a targeted list of "buyer intent" keywords or search queries that you want to target. Specificity here, and commercial intent are key to running high return campaigns. As an example, if you're a landscaper offering hardscaping projects like patio installs, you'd want to bid on terms like "patio installer near me" and not "how to build a patio" (which would indicate someone looking to do it themselves) - makes sense, right?
   
   
2. Second, you need to write compelling, offer based, "What's In It For Me" (WIIFM), type ads that get people to take action. An ad that says "$500 off all patio projects booked in December. Check out our 5 star rating (254 happy customers can't be wrong!)" is far more compelling than "Quality workmanship, at a fair price" - right?
   
   
3. And third (this is so critical) - drive them to a highly related landing page that gives them one thing to do (fill out a form, or call you directly), and speaks very specifically to the one thing you know they're interested in - like... having a patio built! They don't care about all of the other services you offer. They want to see proof that you build the best darn patios in town, and that other's love your work and your business - and that you're fair and honest - right - you get it. Don't send them to a page that has lots of other links, and makes them look for everything they need to know and see to decide if you can help them with their patio project. When it comes to driving bottom line revenue for your business, this is a huge mistake.

Ok, so maybe that was more than a two minute run down, but hopefully, you get the point. Any time we've helped a business move from driving to their website, to setting up the marketing funnel I just went through, we've seen a 4x increase plus. In some cases we've seen (literally), a 10x improvement in revenue generated from the campaigns - without spending a dime more in advertising!

Let that sit for a moment.

What if you could even just 4x your return on investment form your marketing campaigns by doing just one thing? Well, if you're driving to your website in any way shape or from from your ads - then you can.

I encourage you to fix your funnels, if you're still using your website as a destination for paid search campaigns. You'll thank me for it.

That's all for today!