
In the world of lead generation – that is, generating contacts potentially interested in your products or services – there are several ways to obtain leads through online advertising (PPC – Pay Per Click) on platforms such as Google Ads and Meta Ads .
Depending on the techniques used, we can obtain leads of different quality , with variable costs and a more or less mature level of interest with respect to purchasing.
In this article we will look at the four main types of leads that can be generated with PPC campaigns, explaining the advantages, disadvantages and when it is best to use each strategy.
Sales Leads vs Marketing Leads: What’s the Difference?
Before going into detail, it is important to distinguish between two categories of leads :
Sales Leads – Contacts that already have a clear interest in purchasing and are actively requesting a quote or information about a product or service . They are high quality , but more expensive to obtain.
Marketing Leads – Contacts who are not yet actively looking for a product or service , but who come into contact with the brand by downloading useful content (lead magnet). They are more numerous and less expensive, but require nurturing work (education and conversion over time).
Let's see in detail how these two types of leads are generated and which tools to use to optimize the advertising budget.
Commercial Leads: High Quality, High Cost
Sales leads are those most likely to become customers, because they have already made the decision to evaluate a product or service and are actively seeking information to purchase.
Leads from PPC campaigns with landing page forms and quote requests
How are they generated?
They are created with advertising campaigns on Google Ads (Search Network) or Meta Ads (Facebook and Instagram) .
The ad takes users to an optimized landing page , which contains a contact form explicitly requesting a quote or free consultation .
The user fills out the form leaving his data and is then contacted by the sales team.
Advantages:
Highly qualified leads because they are already in the purchasing process.
Greater likelihood of conversion into a customer.
It allows you to obtain truly interested contacts.
Disadvantages:
High cost per lead, especially on Google Ads, where competition for commercial keywords is high.
Lower lead volume than other strategies.
When to use it?
If your company is known or differentiated in the market or for local campaigns
If you have a high budget to invest in quality contacts.
Lead from internal Meta module for quote request
How are they generated?
They are created with campaigns on Meta Ads (Facebook and Instagram).
Instead of taking the user to an external landing page, the ad displays a form within Meta , already pre-filled with the user's data.
The user completes the form and sends the request without leaving the platform.
Advantages:
Lower cost per lead than landing page forms.
The user fills out the form quickly without having to open an external site.
Higher lead volume than Google Ads campaigns.
Disadvantages:
Slightly lower quality than leads that fill out a form on a landing page.
Some users may fill out the form less carefully, generating less reliable leads.
When to use it?
If you want to reduce your cost per lead by accepting a slightly lower quality.
If you want a faster and more immediate conversion process.
Marketing Leads: High Quantity, Lower Cost
Marketing leads are not yet ready to buy, but they show interest in the industry or a specific problem . To attract them, a lead magnet strategy is used.
What is a Lead Magnet?
A lead magnet is a free piece of content that a company offers to users in exchange for their contact information. It is used to attract potential customers and start a relationship with them before they are ready to buy.
Lead magnet examples:
Free e-books or guides
Recorded Webinars
Whitepaper or industry report
Exclusive case studies
Free tools or checklists
Leads from Meta or Google Demand Gen on-page campaigns with lead magnets
How are they generated?
The ad on Meta Ads or Google Demand Gen promotes a free content .
The user lands on a landing page , where he must enter his data to download the lead magnet.
Advantages:
Lower cost per lead than sales leads.
Generate a list of contacts interested in the sector.
Helps educate and retain potential customers.
Disadvantages:
Leads are further away from the point of purchase and require follow-up with email marketing or remarketing.
Not all leads will convert into customers .
Lead from internal Meta module with lead magnet
How are they generated?
The user sees an ad on Meta Ads promoting free content.
By clicking, a pre-filled internal Meta module opens.
After submitting the form, the user receives the lead magnet via email.
Advantages:
Very low cost per lead .
High volume of contacts in a short time.
Disadvantages:
Very low quality .
More difficult to turn them into customers.
Working Leads: Why It's Essential
Generating leads is not enough: it is essential to work them correctly to transform them into customers.
Sales Leads: Response Speed is Crucial. How quickly you contact a lead after an inquiry is crucial to maximizing your chances of conversion. Studies have shown that responding to a lead within the first 5 minutes significantly increases your chances of success. Specifically, you are up to 100 times more likely to connect with the prospect than if you responded after an hour. Additionally, you are 21 times more likely to qualify the lead than if you contacted them after 30 minutes. klondike.ai .
Marketing Leads: These require follow-up with automated emails or gradual human contact. Using a lead scoring system, which scores leads based on their interactions with your business, helps ensure they are delivered to salespeople only when they are ready.
A lead without a structured follow-up is just a wasted opportunity.
And what kind of leads are you creating? Write it in the comments 👇🏻
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