However, leads aren’t the real goal of search marketing either. The good news is that the conversion rate for people who click on paid search ads on Google is higher at 3.2% of all visitors’ that’s 10% better! People are more likely to click on your ads if they actively want your product or service.īut leads aren’t the goal: new customers and revenue is! However, conversion rates are low in B2B marketing with this study from Ruler Analytics stating just 2.9% of all B2B website visitors convert into leads. The goal is to get clicks from visitors much more likely to convert to a customer B2B marketing has low website visitor to lead and customer conversion rates

The goal of any search specialist is not to get loads of clicks from people who are not interested in buying your product that would be easy! Just put ‘Get Free money’ in your ad copy and away you go. Google and Bing run auction models and you pay on clicks.

If they like what they see they will convert to a ‘lead by filling in your form, scheduling a meeting, calling you or emailing or using live chat to ask more questions. Prospects are actively looking for a solution that they think you can provide, they read your PPC ad, think it could work for them and visit your website to check out your solution. Paid Search is a fantastic channel for you to capture existing demand for your category and your business.

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