Why is there an increase in clicks, but a decrease in leads from my Google Ads? And how can I decrease cost per lead for my real estate website

Our PPC Doctors are at it again, answering your toughest paid media marketing Q's. Got a question for the docs? Share it here. First up, let's make sure your privacy policy is covering all the bases.

Q: I'm going to start using Google's enhanced conversions. What do I need to change about my privacy policy to use enhanced conversions ethically and comply with GDPR?

A: Great question! We here at PPC Doctors only endorse ethical marketers. You'll want to make sure your privacy policy clearly communicates what kind of data you're collecting and why. Mention that your site gathers personal information like email addresses, phone numbers, or home addresses and that this data is hashed (meaning it's converted into a secure, unreadable format) before being sent to Google for better conversion tracking.

It's also a good idea to include a bit about why you're doing this - that the purpose of sharing this data is to improve the accuracy of your conversion tracking and ad performance measurement and that it won't be used for anything else without explicit consent.

Be sure to highlight that users have control over this process. Let them know they can opt in or out of data collection through your cookie consent banner and that they can change their mind at any time if they decide they don't want their data to be used this way. And, of course, mention that all of this is being done in compliance with GDPR, using tools like Google's Consent Mode to make sure their preferences are respected.

Here's an example:

Our website uses Google's enhanced conversions to provide you with a better browsing experience and more relevant ads. This means we may collect personal information, such as your email address or phone number, when you interact with our site. Rest assured, this data is anonymized and shared with Google solely to improve the accuracy of our advertising.

Your privacy is important to us. We only use this data with your consent, and you can opt out through our cookie consent banner. We adhere to all GDPR guidelines, ensuring your data is handled safely and transparently.

For more details on how we handle your information, please review our Privacy Policy.

Q: I'm running ads to get leads for my real estate site. I'm targeting keywords like "homes in Austin, Texas" and driving traffic to my website, where they can see a list of houses for sale. The thing is, my cost per lead is pretty high. How can I lower it?

A: To lower your cost per lead for real estate ads, try narrowing down your keyword targeting to more specific terms like "affordable homes in Austin" or "luxury homes in Austin" to attract a more relevant audience. Instead of sending traffic to a general listings page, create dedicated landing pages that highlight unique value propositions, such as "Top New Listings in Austin" or "Best Homes Under $500k."

Consider using lead magnets like a free home valuation or local market report to capture more qualified leads. Implement negative keywords to filter out irrelevant traffic and experiment with different ad formats and creatives to engage potential buyers more effectively. Finally, leverage audience targeting options, such as custom intent or retargeting, to ensure your ads are reaching people who are more likely to convert.

Q: I run search marketing for a dental franchise and have noticed a significant decrease in leads across my Google Ads accounts. Clicks for some terms have actually surged, but we aren't getting any more leads. Any idea why?

A: I hate to give this diagnosis, but it sounds like you've become a victim of click fraud. Click fraud occurs when your ads receive clicks from sources that have no intention of converting, such as bots or malicious competitors.

One common culprit in the dental industry is Google's Search Partner network. This network extends your ads to various websites beyond Google, but it's often less transparent and more prone to invalid traffic. Sometimes, the traffic split from Google's main platform versus Search Partners can shift suddenly, causing a spike in low-quality clicks and a decline in conversions​.

First thing's first, I prescribe disabling Search Partners. Go into your campaign settings and uncheck the Search Partners option.

Then, continue to monitor your campaigns. Keep an eye out for unusual patterns like very low cost-per-clicks (CPCs) or high click-through rates (CTRs) with low conversions. These could be indicators of click fraud. If you see spikes in impressions or traffic from unusual locations, you have options. You could exclude suspicious IP addresses, add queries that are driving bad clicks as negatives, tighten audience targeting, or start using a click fraud detection tool that blocks bots.

And that's all for this week! We'll be back in two weeks to answer more critical questions. To have your question answered by the experts and potentially be included in next week edition, submit it here.

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