TOP 7 ways to generate leads through advertising on Google Ads

12/08/2025
Google Ads
7 min read

Imagine: over 44% of Ukrainian internet users actively interact with Google ads, and more than half of the population searches for products and services online daily. However, according to European studies, by 2025, acquiring a single quality lead through digital marketing will become 15-20% more expensive compared to the previous year.

Can you afford to waste your budget on ineffective advertising experiments when the competition for customer attention is increasing daily?

I have repeatedly encountered situations where entrepreneurs doubt whether google ads can truly become a source of stable lead generation rather than just an expense? The answer is clear: with a well-crafted Google Ads strategy, it’s not just a tool but a powerful ecosystem for attracting B2B and B2C leads, optimizing budgets, and scaling businesses.

In 2025, when classical digital marketing methods become less effective, Google Ads allows for rapid hypothesis testing, precise result measurement, and transparent analytics.

Next, I will present the TOP-7 proven methods of attracting leads through Google Ads advertising, with practical instructions, analytics, and new approaches that work for Ukrainian businesses.

TOP-7 methods for attracting leads through Google Ads advertising: expert review

Illustration for the section "TOP-7 methods for attracting leads through Google Ads advertising: expert review" in the article "TOP 7 methods for attracting leads through Google Ads advertising"

Here are seven strategies that allow for systematic scaling of lead generation through Google Ads:

  • Performance Max campaigns for automated reach and scaling.
  • Demand Gen campaigns for attracting new audiences through creative formats.
  • Smart Bidding, automatic strategies for increasing conversions and optimizing bids.
  • Remarketing for bringing back and warming up potential clients.
  • Google Video Advertising and YouTube Shorts for lead generation through video content.
  • Integration of Google Ads with CRM and analytics for automation and ROI control.
  • Multichannel campaigns for synergy of different formats and maximizing results.

Performance Max campaigns for massive lead generation

Performance Max is a multichannel strategy that allows reaching potential clients across all Google ecosystems: search, display network, YouTube, Gmail, Maps.

Automatic Google Ads strategies like Target CPA (cost per conversion) or Target ROAS (return on ad spend) let the algorithm independently optimize placements and bids to achieve goals.

Global practice shows: Performance Max allows for up to 18% more conversions with the same budget compared to traditional campaigns.

The key advantage is automation, which frees businesses from micro-management routine and opens the path to scaling even with a small team.

# Setting up Performance Max for different business types

For the B2B segment, I recommend starting with narrow audience segmentation and clearly defined conversion actions (e.g., form submission, consultation booking). For B2C: test different creatives and use automatic audience expansion.

Step by step, the process looks like this:

  1. Define main goals: leads, calls, inquiries.
  2. Prepare high-quality creatives: banners, videos, texts.
  3. Set up conversion tracking using Google Tag Manager and Google Analytics 4.
  4. Launch Performance Max with a minimal budget, gradually increasing it after initial results.
  5. Regularly analyze incremental lead growth and adjust the strategy.

# Common mistakes in Performance Max and how to avoid them

Common mistakes include:

  • Lack of clearly defined conversions.
  • Insufficient number of creatives, limiting the algorithm.
  • Ignoring advertising campaign audits: without regular analysis, Performance Max can “consume” the budget without lead growth.
I recommend conducting campaign audits every 2-3 weeks, checking lead quality, and disabling ineffective segments. The experience of global companies confirms: this approach minimizes risks and achieves incremental lead growth.

Demand Gen campaigns for attracting new clients

Demand Gen is a new approach to audience attraction through Google Ads, combining video, banners, and interactive formats. The main idea is to create demand among those who are not searching for your product yet but are potentially interested.

Demand Gen is especially effective for e-commerce, educational projects, and subscription services. Using look-a-like audiences and remarketing allows attracting new users with a high chance of conversion.

# A/B testing of creatives in Demand Gen

American studies show: regular A/B testing of creatives in Demand Gen increases CTR by 25-30%. Practice proves that even slight changes in headlines or visuals can significantly impact conversion.

Recommendations:

  • Test at least two creative variants simultaneously.
  • Use Google Ads automatic testing for quick data collection.
  • Analyze not only clicks but also engagement depth (view time, scrolling, repeat visits).

Smart Bidding in Google Ads: automatic strategies for increased conversions

Smart Bidding is a set of automated strategies using machine learning for real-time bid optimization. The most popular ones are: Target CPA, Target ROAS, Enhanced CPC.

Strategy choice depends on goals: if the maximum number of leads at a fixed price is important: Target CPA, if profitability is the priority – Target ROAS.

European companies note that implementing Smart Bidding reduces CPA by 10-18% and increases overall ROI, especially in high-competition niches.

# Evaluating Smart Bidding effectiveness for different segments

For B2B, I recommend segmenting audiences by industry, company size, geography. For B2C – by interests, demographics, behavior. Using Data-Driven Attribution in Google Analytics helps to accurately determine which channels and campaigns bring the most value.

Practice shows: regular analysis and adjustment of Smart Bidding strategies for each segment prevent budget “drain” and ensure stable conversion growth.

Google Ads Remarketing: bringing back and warming up leads

Remarketing is a scenario where ads “follow” those who have already interacted with your site but have not performed a target action.

For B2B, remarketing with personalized offers (e.g., a free consultation) works effectively, and for B2C: promotional offers or limited discounts.

The main focus is competent audience segmentation and managing ad frequency to avoid “burnout” and prevent irritation.

# Setting up remarketing for lead re-engagement

Recommendations:

  1. Create separate lists for different funnel stages (site visitors, abandoned carts, contact page views).
  2. Use automation for launching different scenarios (e.g., show one ad to those who visited the product page, and a completely different one to those who left a request).
  3. Regularly audit advertising accounts and exclude outdated segments.
Global practice shows: personalized remarketing increases the chance of re-engagement by 30-40%.

Google Video Advertising and YouTube Shorts for lead generation

Google Ads video tools are not only about branding but also about effective lead generation.

According to Google, video ads in YouTube Shorts deliver 20% higher engagement compared to classic formats.

This is especially true for younger audiences and mobile users.

Using carousel ads and video in the display network allows covering different audience segments and testing creatives in real time.

# Creating effective video ads for different segments

Practice shows:

  • For B2B – short explainers with clear call-to-action work better.
  • For B2C: emotional video clips showcasing the product in action.
  • A/B testing of creatives helps quickly find the most effective format.

I recommend using scripts with various “hooks” (problem, solution, social proof) and testing video lengths.

Integration of Google Ads with CRM and analytics for automated lead generation

Integration of Google Ads with CRM systems (Salesforce, HubSpot, Zoho) and Google Analytics allows automating lead processing, improving data quality, and controlling ROI.

Conversion Value Rules enable taking into account customer LTV (lifetime value) during campaign optimization.
Global companies note: integration reduces lead processing time by 30% and allows faster reaction to audience behavior changes.

# Measuring effectiveness and ROI in complex funnels

For complex B2B funnels, I recommend using multichannel analytics and conversion attribution. This allows accurately measuring ROAS and forecasting campaign results.

Practice shows: businesses implementing full-cycle analytics increase ROI by 15-25%.

Multichannel Google Ads campaigns: synergy for maximizing lead generation

Multichannel campaigns combine various formats (Discovery Ads, Gmail Ads, search, video) to achieve the highest number of leads.

Budget optimization across channels prevents audience duplication and increases the efficiency of every dollar spent.

This is particularly relevant for small businesses: proper budget allocation and scaling strategy allow competing with large players even with limited resources.

# Best practices for budget optimization in multichannel campaigns

Recommendations:

  • Determine priority channels for each funnel stage.
  • Set limits on individual campaigns to prevent lead duplication.
  • Regularly analyze effectiveness and redistribute budget based on results.
  • Use strategic budget management for risk control.
International practice shows: businesses implementing multichannel campaigns receive 20-30% more leads with the same budget.

The future of lead generation in Google Ads

Illustration for the section "The future of lead generation in Google Ads" in the article "TOP 7 methods for attracting leads through Google Ads advertising"
lead generation in Google Ads in 2025 is not just about automation but also about flexibility, multichannel approaches, and privacy-first marketing. Global trends show: incremental lead growth is possible only with continuous testing, analytics integration, and adaptation to market changes.

My practice shows: businesses implementing modern Google Ads strategies receive not just leads but quality clients with a high LTV and transparent economics.

Now is the time to revisit approaches to digital marketing, implement new tools, and build a system that works for results.

If your goal is sales growth, transparent and measurable results, and time savings, I recommend not delaying the implementation of modern Google Ads strategies. It’s an investment in the future of your business that pays off today.

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