Lead generation is always a challenge to us agency owners, let alone our clients. Agree?
And one of my clients, Brady, knows this first-hand.
You see, Brady’s agency serves chiropractic practices. His team works on lead generation and advertising campaigns for them – and he’s had great results to show for it.
But he’s also noticed that increasing the number of leads is one of the top complaints from his client base.
And he’s kind enough to share some interesting insights that can apply to any business – including agencies.
Let’s start with this important question:
What’s one of the best ways to get more leads?
The first thing you can do is raise your ad spend. Because the more you spend, the more opportunities you have of getting more leads.
But you can’t stop at that.
What do I mean?
The fact is, most businesses raise the ad spend but move forward with the same ads. Unfortunately, that only increases their cost per lead.
So, what’s a good next step?
Check the Offer
When you’re not getting leads, there’s a good chance that your offer isn’t resonating.
It’s not engaging the audience that’s getting your ads.
Perhaps you may have to lower the initial offer price. Or, if that doesn’t work with your budget and margin, you could add an additional service.
Spicing up or leveling up your offer is always an option.
Use Flexible Audience Targeting
Another strategy to increase your quantity of leads is to avoid over-targeting. Brady explains this concept well with a driving distance example using his own experience.
In his clients’ case, bumping up the radius by one or two miles lowered the cost per lead. And it didn’t affect his clients negatively.
His agency used it with their clients and he didn’t receive any complaints from those practice owners, saying that their new patients were outside of their driving distance.
A simple tweak in targeting was enough to massively increase their client base.
Create Ad Variety
With a higher ad spend, you can afford to have more ad varieties. So, what are some of the things you can play with?
Headlines, creative assets, and the audience.
Here’s an example of how to do this using ad sets.
Let’s say your first set is targeted at men and women between 30 and 50 years old.
Pick your copy, headline, stock image, collage, or video. Then, duplicate the ad set but change one of the previous elements. Give the ad set a new name and send it out.
Eventually, you can have up to 30 or 40 ad sets on a relatively low budget per set and plenty of variety.
By implementing these four easy tips, your agency can get more leads soon enough.