Solved: Improve Google Ads Lead Quality Without Increasing CPA

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on improving the lead quality from your Google Ads campaign for your lead magnet.

Getting leads at a low CPA is a good start, but as you've found, if they aren't the right leads, it doesn't really help you achieve your overall goals like growing your business with qualified prospects. Focusing on getting sign-ups from your ideal customer profile (ICP) is definitely the right goal, even if the CPA is slightly higher.

Your challenges with audience targeting...

You mentioned trying audience layers like household income and other variables, but seeing very few or no impressions when you narrowed things down. This is actually quite common with Google Search campaigns. Unlike Display or Social media ads where audience demographics and interests are primary targeting methods, Google Search relies heavily on the user's intent expressed through the keywords they search for. The audience layers you add in Search often act more like observation segments for reporting rather than strict targeting filters that limit who sees your ads. That's why you likely saw impressions surge when you included 'unknown' income – the system ignored the filter for most searches.

So, where do you improve lead quality in Search?

Since audience layers aren't the main lever for Search, the key areas to focus on are your keywords and your landing page. These are the two biggest factors in determining the quality of the leads you get.

Let's talk about keywords...

If you're attracting low-quality leads at a low CPA, it often means your keywords are too broad or attracting people looking for free general information rather than specifically needing the solution your lead magnet provides. For example, if your lead magnet is about 'Advanced Excel Techniques for Financial Analysts', targeting just "Excel tips" or "free spreadsheets" will get you lots of sign-ups, but not necessarily from financial analysts who need advanced help. You'd want to target much more specific phrases like "Excel financial modelling guide", "analyst Excel shortcuts", or "financial data analysis Excel".

You need to dive deep into keyword research. Think like your ICP. What specific problems are they trying to solve that your lead magnet addresses? What specific terms would they type into Google when they have that exact problem?

Also, aggressively use negative keywords. This is often overlooked but super important for lead quality in Search. Add negative keywords for anything that's related to your keywords but *not* relevant to your ICP or the lead magnet. Think of variations like "free download" (if yours isn't entirely free or if that term attracts low quality), unrelated job titles, or keywords that indicate they are looking for something different. Building a strong negative keyword list will help filter out the wrong clicks before they even hit your landing page.

And your landing page is your final filter...

Even with the best keywords, your landing page needs to do its job. It shouldn't just be a generic form to collect emails. It should clearly explain the value of the lead magnet, but more importantly, it should speak directly to your ICP. Use language they understand, highlight the specific benefits relevant to their role or situation, and maybe even explicitly state who the lead magnet is *for*. A well-written, persuasive landing page acts as a final qualification step. If someone who isn't your ICP lands there, the copy should make it clear it's not for them, reducing unwanted sign-ups. We often work with a copywriter experienced in B2B SaaS, for example, to ensure the landing page copy is highly persuasive and targets the right audience.

Putting it together and next steps...

Improving lead quality in Search is less about audience demographics and more about aligning keyword intent with a qualifying landing page. It requires ongoing testing and refinement. Try splitting your campaigns or ad groups to test different sets of highly specific keywords. Test different versions of your landing page copy to see which resonates best with your ICP and yields higher quality sign-ups, even if the volume is slightly lower initially.

Here’s a quick overview of recommended actionable steps:

Addressing these areas systematically should help you attract leads who are a much better fit for your newsletter and ultimately, your business.

Scaling campaigns while maintaining or improving lead quality and managing CPA can be complex, requiring deep knowledge of the platforms and testing methodologies. You might find it beneficial to consider working with someone who has experience navigating these exact challenges.

We’d be happy to discuss your specific situation in more detail and offer tailored advice. We offer a free consultation for this purpose.

Regards,
Team @ Lukas Holschuh