SECURE AGENT

MARKETiNG
GOOGLE
CALL ADS
GOOGLE CALL ADS
WHY INBOUND CAMPAiGNS ARE SO GREAT
• First, and likely most important…aren’t subject to the normal TCPA or Stir/Shaken because the
clients are calling you.
• Does it avoid everything? NO, we aren’t that lucky.
• Second, there is FAR less labor required to scale up/down. You don’t have to increase square
footage, hire outbound callers and worry about infrastructure or building out a. space.
• Third, after you have gone through the ups and downs, scaling ad spend becomes easier to
manage.

BEFORE YOU START

• Budget - It’s not just about what you can spend to get an ROI but what money you are
not afraid to lose…because nothing is guaranteed.
• Commitment - There will be roadblocks and speedbumps. You have to be able to take
those and keep moving forward. If you stop at the first sign of trouble, don’t start.

YOU HAVE THE MONEY, AND YOU HAVE THE COMMiTMENT.

NOW, iT’S TiME TO GET iNTO THE DETAiLS.
• Who is your client?
Are you driving calls for yourself?
Are you driving calls to sell?
You need a committed buyer that can handle your volume, or better yet, multiple
buyers, so you’re diversified, and losing or adding a buyer here and there don’t force
you to change directions completely.
• Availability - You can drive calls but is there going to be someone on the other end that can turn
that call into a client?
Open Hours - Hours your buyer(s) can receive the calls and are dedicating staff to answer
the phone.
Concurrency - Number of calls the buyer(s) can handle at one time
After Hours - Do you want to continue your campaigns after the available hours and put
them to an answering service that sets appointments, callbacks, etc.?
1
BUiLDiNG THE CAMPAiGN
• There is a Learning Phase that you’ll want to be sure to keep in mind. You aren’t going to go charging out of the
gate and driving $2 calls.
• You will need to create a landing page with the phone number associated with your call campaign number.
This is called a “verification URL.”
• Make sure to build a negative keyword list to exclude unwanted service calls
This keyword list will include words like: “phone number,” “customer service,” “1-800,” and the titles of
major insurance carriers such as Aetna, Progressive, and so on. We have a list of 1600+ negative keywords
in our system.
• For best success, use call extensions.
• Your campaign type can be either Sales or Leads.
• Do not use the “Display Network” to show your call ads.
• Use cost per click bidding strategy.
• The initial strategy is different than most normal campaigns. We recommend starting with more of a
narrow/focused demographic and slowly broaden the net as needed.
• When setting up the conversion details to the following:
Value - $1 (or more if you know what the actual value is)
Count - Every conversion
Call length - set for your campaigns/buyers
Click through conversion window - 30 days
Attribution model - First click (to track the original source of the paid conversion)

SO YOU HAVE THE OUTLiNE OF HOW iT’S DONE, BUT WHAT

THiNGS SHOULD YOU CONSiDER AFTER THE CALL?
How are you going to track calls?
• The number you use on Google and the landing page should be tracked within a system that gives you the
ability to record each call so you can go back and listen as needed.
• 3rd Party service such as Call Rail or Retreaver?

An iron-clad lead/call agreement.

Proper expectations with buyers of what these calls are and what they are not.
• This is critical to set from the beginning.