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Get More Leads with Google Ads [2026 Step by Step Tutorial]
23 ideas de marketing sacadas de «Get More Leads with Google Ads [2026 Step by Step Tutorial]», de Aaron Young | Google Ads | Define Digital Academy…
- 23 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 33 min
- Publicada en 2026
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Canales de adquisiciónAl iniciar una campaña de búsqueda en Google Ads sin historial de conversiones, es preferible utilizar una estrategia de puja orientada a clics y aplicar un límite de CPC máximo únicamente cuando las palabras clave presenten un rango de costes muy amplio o volátil.
and why you don't want to be starting with Performance Max or AI Max, because you don't have enough data. We don't want to be using smart bidding at the start and we want to start with clicks. And if you did want to set a maximum click bid limit, I generally don't do this, especially We do have some campaigns that have a maximum CPC bid limit on it, but it's more, say for example, if they've got a really big price range. So we're working with some services where their CPC ranges from $5 up to like $70. If that's the case, we then do put a bid limit on it. Remembering that we want to be…
Escúchalo en el minuto 16:49
Añadir múltiples segmentos de audiencia en observación para recopilar datos sin restringir el alcance
Canales de adquisiciónAl iniciar una campaña de búsqueda en Google Ads, conviene agregar entre 20 y 30 segmentos de audiencia en modo observación. Esto no reduce el alcance del tráfico y permite recopilar datos demográficos y de intereses valiosos para optimizaciones futuras, exclusiones o campañas de remarketing.
And then when it comes to your audience segments, I like to start a campaign with about 20 to 30 audience segments. The important thing to remember is that most people think that by adding audiences that It's not. It's not narrowing you the reach of your campaigns. You're just getting the extra information. And this is really, really important because that way, later down the track, if you want to start some YouTube type campaigns or display remarketing within DemandGen, we want to build this audience data up inside of your account. So what this does is it gives you the extra data. And that's…
Escúchalo en el minuto 20:32
Configurar la segmentación geográfica por presencia física en Google Ads
Canales de adquisiciónPara negocios de generación de leads y empresas de servicios, es recomendable cambiar el ajuste predeterminado de ubicación en Google Ads a 'Presencia' en lugar de 'Presencia o interés', asegurando que los anuncios impacten exclusivamente a personas ubicadas físicamente en la zona geográfica objetivo.
The most important thing to remember here as well is that your location options, it will default to presence or interest. We recommend, especially for lead generation businesses and service based businesses that you set this to presence. So you only want people that are targeted in your current locations.
Escúchalo en el minuto 20:12
Lanzamiento escalonado de campañas en Google Ads por servicios y zonas núcleo
Canales de adquisiciónAl iniciar en Google Ads, los negocios de servicios no deben publicitar toda su oferta en todas sus ubicaciones geográficas a la vez; deben concentrar la inversión en los servicios principales y las ubicaciones más rentables para acumular datos y lograr rentabilidad antes de expandirse.
Because a common mistake that service-based businesses make is thinking that they have to advertise all their services to all of the locations, especially when you're starting with Google Ads. And because you want to be able to build up the right amount of data, it can make a lot of common sense to only focus on your core services in your core locations, get them profitable first, and then you can build out to different areas, different services in different locations with your Google Ads targeting.
Escúchalo en el minuto 1:51
Cálculo del presupuesto diario mínimo en Google Search para alimentar el algoritmo
Canales de adquisiciónPara que una campaña de búsqueda genere volumen de datos suficiente (apuntando a 30 conversiones en 30 días con una tasa de conversión inicial estimada del 3%), el presupuesto diario debe ser entre 20 y 30 veces el costo por clic (CPC). Por ejemplo, con un CPC de $2.50, se requiere un presupuesto diario de $50 a $75.
you need to be getting at least 30 conversions in a 30-day period. you want to be getting 30 conversions in 30 days. Now, at the start, your conversion metrics may only be 3%, which means that you need to then have a 30x multiplier. For us, let's just say at the moment, we've got a CPC of $2.50. That means we would need to have a multiplier of somewhere around 20 to 30 times. That means that a starting budget needs to be somewhere between $50 to $75 a day in order to get enough conversions.
Escúchalo en el minuto 10:39
Estructuración por grupos temáticos de palabras clave según la landing page y el copy
Canales de adquisiciónEn lugar de fragmentar la cuenta en grupos de anuncios de una sola palabra clave (SKAGs), agrupa variaciones semánticas bajo una temática común en un solo grupo de anuncios, y divídelas en nuevos grupos o campañas únicamente cuando el copy del anuncio o la página de destino requieran ser distintos para mantener la relevancia.
It's important to note with the way that Google's keyword match types work now, is historically, you would use for your search campaign what we'd call stags, single-keyword ad groups. But with what we're using now, which is called single keyword themes, we would put all of that, because all of those keywords can just go into one ad group. What really defines as to whether you need to have a secondary ad group, it really comes back to your ad copy and your landing page. until this landing page no longer becomes relevant. With the main thing being is that you want your ad copy and your landing…
Escúchalo en el minuto 6:50
Contar solo una conversión por interacción en campañas de generación de leads
Medición y experimentosEn campañas de captación de leads en Google Ads, el método de conteo de la acción de conversión debe configurarse en 'Una' en lugar de 'Todas' (Every), evitando que registros duplicados o envíos automáticos de spam contaminen los datos de optimización.
The other thing that you want to make sure is you've got this set to one conversion action. By default, it can be set to every. The reason why you don't want it every for a lead generation business, because you're not transferring conversion data back to Google Ads, it's quite common where you can get the spammy or low quality leads. So you want to make sure that you've got that set to one.
Escúchalo en el minuto 27:06
Mensaje y copywritingEn lugar de limitarse a describir los puntos únicos de venta (USP) de forma literal en los anuncios, conviene reescribirlos apelando a desencadenantes emocionales y a las molestias habituales que el cliente busca evitar en la experiencia estándar de la categoría.
And this is a testing tool where through here is that we'll write out our unique selling points. And then from here, we'll start to also write out some emotional triggers. So rather than just saying a private pool villa, what we're doing is we're trying to say that in a different way. And what we're really pulling in there is rather than just saying private pool villa because everyone else is saying that, we're trying to say the same thing, but really communicate it to the market in a different way. And pulling out what some people hate in this case about holidays. So start by writing down…
Escúchalo en el minuto 15:06
Mensaje y copywritingEn lugar de limitarse a describir los puntos únicos de venta (USP) de forma literal en los anuncios, conviene reescribirlos apelando a desencadenantes emocionales y a las molestias habituales que el cliente busca evitar en la experiencia estándar de la categoría.
And this is a testing tool where through here is that we'll write out our unique selling points. And then from here, we'll start to also write out some emotional triggers. So rather than just saying a private pool villa, what we're doing is we're trying to say that in a different way. And what we're really pulling in there is rather than just saying private pool villa because everyone else is saying that, we're trying to say the same thing, but really communicate it to the market in a different way. And pulling out what some people hate in this case about holidays. So start by writing down…
Escúchalo en el minuto 15:06
Condiciones previas para escalar a Performance Max en servicios
Canales de adquisiciónEn negocios orientados a captación de leads (como llamadas telefónicas), se debe priorizar y saturar primero las campañas de búsqueda tradicional y solo migrar a Performance Max una vez que se disponga de datos de conversiones offline.
We should be able to take that up to 60 to 70% before we need to move into Performance Max. So that means that we could get this budget well above the $200 a day mark before even thinking about Performance Max. So with Performance Max, you only really want to be moving into Performance Max once you've got some offline conversion data. But the main thing you want to really, really be focusing on at the start, it's focusing on your search campaigns.
Escúchalo en el minuto 30:09
Canales de adquisiciónEl uso de funciones avanzadas de inteligencia artificial en Google Ads (como Smart Bidding, concordancia amplia o Performance Max) no funciona adecuadamente si se activan de forma prematura; requieren una estructura de cuenta correcta y acumular previamente un volumen suficiente de datos de conversión.
And that is because they're using Google's really, really powerful AR tools in the wrong way. It's really, really important to note that for success with Google Ads, especially in 2026, yes, you do need to be using and really leaning on Google's powerful AI tools, but you need to make sure that you've got your account structure and settings set the right way and that you're only switching over to those AI models at the right time when you've got the right amount of data inside of your Google Ads accounts. So you need to make sure that you are starting to get your account set up in the right…
Escúchalo en el minuto 0:19
Canales de adquisiciónLa optimización de una cuenta de Google Ads se divide en cuatro áreas fundamentales: gasto y segmentación (reasignar más presupuesto a los servicios o campañas con mejor rendimiento), segmentación de audiencias y palabras clave, anuncios y páginas de destino de alta conversión, y gestión de pujas.
With your optimizations, what you're really looking at, there's four key ways that you can optimize your account. Your spending and segmentation, your targeting, and ads and landing pages, and obviously your bidding. So remembering with Google Ads optimizations, the easiest way is to put more money where you're seeing the better results. And that's spending and segmentation. When it comes to targeting, it's very much around targeting your keywords, your locations, and also your audiences and demographics. You also need high converting landing pages.
Escúchalo en el minuto 30:55
Canales de adquisiciónLa optimización de una cuenta de Google Ads se divide en cuatro áreas fundamentales: gasto y segmentación (reasignar más presupuesto a los servicios o campañas con mejor rendimiento), segmentación de audiencias y palabras clave, anuncios y páginas de destino de alta conversión, y gestión de pujas.
With your optimizations, what you're really looking at, there's four key ways that you can optimize your account. Your spending and segmentation, your targeting, and ads and landing pages, and obviously your bidding. So remembering with Google Ads optimizations, the easiest way is to put more money where you're seeing the better results. And that's spending and segmentation. When it comes to targeting, it's very much around targeting your keywords, your locations, and also your audiences and demographics. You also need high converting landing pages.
Escúchalo en el minuto 30:55
Canales de adquisiciónLa optimización de una cuenta de Google Ads se divide en cuatro áreas fundamentales: gasto y segmentación (reasignar más presupuesto a los servicios o campañas con mejor rendimiento), segmentación de audiencias y palabras clave, anuncios y páginas de destino de alta conversión, y gestión de pujas.
With your optimizations, what you're really looking at, there's four key ways that you can optimize your account. Your spending and segmentation, your targeting, and ads and landing pages, and obviously your bidding. So remembering with Google Ads optimizations, the easiest way is to put more money where you're seeing the better results. And that's spending and segmentation. When it comes to targeting, it's very much around targeting your keywords, your locations, and also your audiences and demographics. You also need high converting landing pages.
Escúchalo en el minuto 30:55
Evitar Performance Max en negocios de servicios sin volumen previo ni datos offline
Canales de adquisiciónLos negocios de servicios no deben comenzar en Google Ads con campañas de Performance Max o Smart Bidding hasta consolidar al menos 30 conversiones mensuales en campañas de búsqueda estándar y contar con seguimiento de conversiones offline. De lo contrario, los algoritmos optimizan hacia llamadas o formularios de baja calidad y spam.
before you start leveraging into campaign types like Performance Max, you need to be getting at least 30 conversions in a 30-day period. So for a service-based business, you're going to be starting with search. because unfortunately, Google is pushing the brands to really start using AI Max right from the start and Performance Max right from the start. And their rationales, what you need to remember with Performance Max, is that for Performance Max, it locks you into smart bidding. And you don't start maximize conversions from day one. You need to firstly build up those 30 conversions in 30…
Escúchalo en el minuto 10:34
Medición y experimentosPara registrar conversiones telefónicas válidas en campañas de captación de prospectos, se debe configurar una duración mínima de llamada de entre 30 y 60 segundos (ajustable según el negocio). Esto evita inflar las métricas del algoritmo con llamadas cortas o spam sin fijar un umbral tan alto que descarte prospectos reales.
When you go into your settings, you want to make sure that your phone calls are at least more than 30 seconds. We like this to be 60 seconds or longer. And the way that I want you to think about it is you want it to be the lowest possible level that still gives you good data. So you don't want to set the bar too high, but also too, you don't want it to set it too low. And that's why we start generally more than 30 seconds, somewhere between 45 seconds.
Escúchalo en el minuto 26:33
Estructurar los 15 titulares del anuncio adaptable con llamadas a la acción y disparadores emocionales
Mensaje y copywritingAl redactar los 15 titulares permitidos en un anuncio adaptable de búsqueda (RSA), una fórmula efectiva consiste en destinar aproximadamente 5 a llamadas a la acción directas y otros 5 a disparadores emocionales, asegurando variedad persuasiva para las combinaciones automáticas.
Generally, what we do with the 15 headline options is that we do have about five call to actions and also about five emotional triggers.
Escúchalo en el minuto 24:27
Factores de decisión para la arquitectura de campañas como palancas presupuestarias
Canales de adquisiciónLa división en campañas debe funcionar como palancas de control del dinero basadas en cuatro factores: tipos de servicio o producto, estacionalidad de la demanda, límites geográficos y el modelo operativo del negocio (como separación por franquicias o por perfiles de cliente con intenciones de compra distintas).
And what a lever is inside of Google Ads is where you're controlling the money and we generally do this through our different campaigns that we're using. You want to be able to really decide what levers you need inside of your business. And there's really sort of four core areas that we look at or four determining factors for how to really decide what you need to be targeting inside of your Google Ads. And this is obviously your keyword or your service products that you want to focus on. The other option is seasonality. Then you also need to be thinking about your location. Now, the reason…
Escúchalo en el minuto 1:37
Mensaje y copywritingEn negocios de servicios, el texto de los anuncios de búsqueda debe ir más allá de la fórmula básica de 'palabra clave + llame ahora', incorporando propuestas únicas de venta (USPs), disparadores emocionales y declaraciones directas que la competencia no se atreve a comunicar.
I want to now talk to you about your ad copy and why you need to use strong, unique selling points and strong portal actions. One of the big downfalls that I see with Google Ads, especially when it comes to service-based businesses, many service-based businesses will use what I call very, very boring ad copy. And the ad copy would just be things like their keyword focus, call now. And what you want to be doing is when you're creating your ads, you also want to be using emotional triggers, but also some unique selling points. But it's really, really important that you do use some emotional…
Escúchalo en el minuto 14:06
Principio de 'menos es más' al estructurar cuentas iniciales en Google Ads
Canales de adquisiciónTener más campañas en Google Ads no se traduce en mayor éxito; al iniciar, la estructura debe mantenerse al mínimo indispensable y exigir una razón operativa, de presupuesto o de relevancia muy clara antes de crear campañas o grupos de anuncios adicionales.
Also, as a general rule, especially when you're starting out in Google Ads, I don't want you to think that more campaigns means more success. In fact, the way that I frame it when we're working with a business about how many campaigns to start, you really want to look at the whole less is more, and looking at the goal is to have one campaign with one ad group. but what it allows you to think in framing of your head is that you need to have a really, really valid reason for having any more than one campaign or one ad group.
Escúchalo en el minuto 5:15
Uso de concordancia amplia para activar anuncios en el modo IA de Google Search
Canales de adquisiciónPara lograr que los anuncios aparezcan en las respuestas del modo IA de búsqueda de Google sin tener que utilizar Performance Max o AI Max (no recomendados para principiantes), es necesario incorporar palabras clave en concordancia amplia dentro de los grupos de anuncios de búsqueda.
of having broad match keywords and also some exact match keywords in the same ad group. It's really important to note that this search has gone inside of AI mode. And for ads to appear inside of AI mode, there's only three ways that this can happen. One, if you are using AI Max, which is not a product we're recommending yet. Second one is if you're using Performance Max, which if you're just starting out inside of Google Ads, we would not recommend that either. It leads to that's why you would start with your broad match keywords.
Escúchalo en el minuto 8:57
Implementar formularios multipaso para filtrar prospectos no cualificados y spam
ConversiónSustituir formularios simples por procesos de 4 o 5 pasos en negocios de servicios reduce drásticamente el tráfico bot y los leads de baja calidad, recopilando información más detallada del cliente potencial y priorizando la calidad sobre el volumen bruto.
For service-based businesses, when it comes to Google Ads, we're going more and more down into what we call a multi-step form. And what I mean by that is you can see, for example, on our website, we use a type form. And the reason why we like that is because if it's just a simple form fill out, you can once again, open it up to some spammy or bot traffic. Whereas if people have to go through a four or five step process form, not only is it giving you more information, but it's also lowering the risk of seeing some spammy leads. Yes, you may get a less number of leads, but remember, the name…
Escúchalo en el minuto 27:25
Criterios para escalar a Performance Max en captación de leads
Canales de adquisiciónEn negocios de captación de leads, se debe agotar primero el potencial de las campañas de Search antes de recurrir a Performance Max, posponiendo su uso hasta superar los 5.000 a 10.000 $/mes o cuando la cuota de impresiones de Search esté saturada. Al activarse, PMax debe mantenerse en torno al 20% del presupuesto total.
that this business is spending well over $5,000 a month. You can generally get up to $5,000 to $10,000 a month before you need to go down this process. but still, when we look at the total spend in the account, Performance Max is only spending $120 off $575 a day. So Performance Max is only spending 20% of the budget. The vast majority of their spend is still in their search campaigns. And the reason for that is because we still see that we can get better results with their But once again, especially for lead generation businesses, the main name is going to be in and around search…
Escúchalo en el minuto 29:09
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