While the actual making of the average Google Ads for search is pretty straightforward and the targeting not too complicated if you know what you’re doing, it’s the problems that arise after you hit publish that are hard to foresee unless you’re an expert. Today, we’re going to look at the work surrounding running Google Ads—from where those ads go to what those leads do—so your ads actually generate leads your company can use.
Creating Ads Can’t Happen in a Vacuum
Mastering Google Ads is a task in itself, but it can’t all be keywords and copy. Keep these key elements outside ads in mind when creating them.
- Branding: Your ads are a reflection of your brand. So they need to feel like your brand, from how your business is represented (name, logo, etc.) to what you showcase.
- Copy: How you write ad copy is both branding and marketing. You need to be consistent with what’s on your website while also selling your product productively.
- Website: Your ads may include options to generate leads within the ad, but most will point to a website. The ad’s expectations need to match the website’s.
You can also run into operational issues with your website and sales team when creating ads, so it’s best to address them first. Our own COO Julia Becker Collins breaks it down in this video from the 2026 Boston Small Business Expo, and then I go into it further below:
[Insert video: https://www.youtube.com/shorts/d-KBOKZgad0]
See our other Google Ads inspired by her workshop here: Google Ads: Clicks Aren’t Leads, Conversions Are.
The Consultation Needed with the Website Developer
With the above in mind, while you’re working on your ads, you also need to work with your website developer to ensure your site is ready for this influx of traffic.
Your Website is Working
First, it’s worth reviewing your website if you haven’t done so recently, especially after its launch. Check that links and pages work, especially lead-generating ones such as phone numbers and form submissions. The last thing you want is for people to click away because they can’t buy from you.
You Have a Landing Page
It’s good to have a page to sell whatever your ad is promising instead of just pointing to your main page. While a service page can work, a dedicated landing page tightens that even further and can be even more closely linked to your ads by using similar copy, keywords, images, etc., to feel like an extension of it.
The Consultation Needed with the Sales Team
Assuming your leads are being generated, are the right people in your business seeing them? It’s important that your sales team isn’t just on the same page as your marketing and ads team, but that they are also looking at the same places for lead generation and that they can handle an influx of leads that they’ll need to follow up on. The last thing you want is to generate leads that can’t be acted on.
Google Ads can be challenging, but you don’t have to go it alone. Not only do we provide Google Ads education here at Vision, but we also provide paid advertising and marketing services. Contact us today to learn more. Want to see more of Julia’s workshops and webinars? Check out our YouTube channel. And we have more great advertising tips, plus more on the rest of our Vision blogs, our enVisioning Success podcast, and our downloadable Marketing Strategies Playbook.
