How To Presell Local Lead Generation Websites With Google Ads | 9 Steps To Secure Clients Ahead of Ranking

1. Pick a city and niche for your local lead generation website

Perform due diligence to find a local niche keyword to target. Validate the idea by looking at factors like the:

• Amount of businesses in the niche operating in and around the target city
• Strength of the backlink profiles of the competitor websites
• Number of Google Reviews that the top ranking Google My Business profiles have
• Keyword data from SEO tools like Ahrefs, SEMRush, and Keywords Everywhere

You need to know which business owners you should presell before spending money on Google Ads. It’s important to choose a target niche and city where you can realistically rank a local lead generation website if you do secure a client. Although Google Ads can generate immediate results, profit margins are much slimmer than generating leads with SEO long-term. Therefore, make sure that there is an opportunity to succeed with SEO once you secure the client with Google Ads.

An analysis by First Page Sage highlights why local lead generation with SEO is better than local lead generation with Google Ads. The digital marketing agency leveraged SEO and PPC conversion rate data acquired over 15 years to estimate the potential return for a local business using SEO versus Google Ads. They found that spending the entire marketing budget on SEO would generate a profit margin of 76.7% while Google Ads would generate a profit margin of just 42.5%.

2. Obtain a call tracking phone number for your local lead generation campaign

Purchase a call tracking phone number from CallSling with the area code of your target location.

Although you can generate some form fill leads from your Google Ads landing page or local lead generation website, most of the money in lead generation is made from phone call leads. Phone call leads convert at 25%-40% while form fill leads convert at just 2% on average, according to Retreaver. As such, phone call leads convert 10 to 20 times more often than form fill leads.

Call tracking service providers like CallSling also enable you to legitimize your marketing efforts by acquiring a phone number with a relevant area code. Someone clicking on a Google Ad is more likely to make the phone call if the phone number has the local area code they are familiar with.

3. Set up a simple landing page for your local lead generation website

Leverage Snapps.ai to build a single page website to direct traffic from your Google Ads. Your landing page should include the:

• Generic local business name you intend to use for the full site (such as Tampa Elite Roofing)
• CallSling call tracking phone number near the top
• Lead capture form (with name, phone number, and service request description boxes)
• Marketing elements (including high-quality copywriting, niche images, and attractive design)

Google Search Ads require a destination URL. Therefore, if you want to generate leads using Google Search Ads, you need a landing page or website link in your ad setup. I recommend using Snapps to create your landing page because it offers superior speed and performance compared to other web hosting platforms. Data from Google shows that the majority 53% of mobile internet users abandon a landing page that takes longer than 3 seconds to load. As such, you should use fast website hosting like Snapps for best results.

4. Launch a Google Ads campaign to generate local leads

Create a new Google Ads campaign.

Tell Google that your objective is to generate leads.

Choose the “Search” campaign type.

Enter your landing page URL.

Choose your leads conversion goals, which for most local lead generation business owners is phone calls.

Name your campaign according to your target keyword.

Set your bidding strategy to focus on “Conversions”.

Choose “Google Search Partners Network” to appear in Google SERPs under “Campaign settings”.

Enter your target city and under “Location options” check “Presence: People in or regularly in your included locations” to make sure only the most relevant people are served your ads.

Under “Keywords and ads” add your landing page URL under “Final URL” and enter the services you want to generate leads for.

Continue to add the specific keywords that you want your Google Ads to appear for.

Fill in the required information for your advertisement, including headlines, descriptions, and your CallSling phone number.

Set your daily budget for the campaign. Start with a small daily budget between $10-$50.

Review and publish the campaign when you’re ready for your ads to go live.

Although Performance Max Campaigns (PMax) are the default Google Ad type these days, Search Campaigns offer you the greatest control over your target keywords and advertising copy. You can control the exact keywords you want to target, the advertising copy that shows, and the search intents your ads are shown for. That’s why Search Campaigns offer higher conversion rates between 4%-6% while Performance Max Campaigns average 2%-4%, according to Brimar Online Marketing.

5. Reach and qualify local business owners to find a good client for your local lead generation website

Call local business owners that provide your target service in your target location and ask them questions to determine whether they would make a good client for your local lead generation website.

Find local business owners to contact by looking at businesses that appear for your target keyword in Google Maps and local directories like Angi that don’t already have websites ranking on the first page of Google.

Qualify the local business owners during the first phone call conversation by asking them questions like:

• Do you service X city?
• Which services do you provide?
• How quickly can you fulfill X service?
• How much does X service cost?

Act like a potential customer at first to determine how well the business owner interacts with leads and ensure that they answer your qualifying questions honestly.

Qualifying potential clients early allows you to work with the right business owners. Those who can best accommodate your lead volume and convert leads more efficiently so you can earn more money. Companies that qualify leads see 20% more sales opportunities, close 50% more sales overall, and spend 33% less than those that skip qualifying leads, according to Spotio.

6. Send local business owners free Google Ads leads

Tell qualified local business owners that you have some high-quality leads to send them for free. Ask the business owner for the phone number you should send the leads to. This may be the same business contact information already available online or a more direct line to the business owner.

Enable call forwarding in CallSling and add a whisper message to tell the business owner that the lead came from you. The CallSling whisper message feature allows you to add a brief message before the call transfers to the other line.

Offering prospects a free trial is one of the most effective sales strategies, especially when selling services to other businesses. In fact, free trials are responsible for up to 66% of B2B conversions, according to Klipfolio.

7. Follow up with business owners about the Google Ads leads

Track the phone call leads that you are forwarding to the local business owner in your CallSling dashboard.

Listen to the conversations between the business and the lead to determine if the lead successfully entered the business’s sales process. For example, if you’re generating roofing leads, check if the roofing contractor scheduled a site visit to go to the lead’s property to quote the service price.

Follow up with the business owner through call, text, or email once it’s clear that they’ve had a good opportunity to convert your leads into paying customers. Ask them what happened with the lead to determine if they closed the deal. Set up a meeting to discuss an ongoing partnership if they confirm that they’ve successfully converted one of your leads into a sale.

Waiting to pitch the prospective client until after they’ve used your Google Ads leads to make money increases your chance at a successful close. That’s because it validates that you can bring them high-quality business opportunities that can benefit their business.

8. Close a business owner on a long term partnership for your local lead generation website

Get on a phone call or video chat with the business owner to convince them to start paying you for your lead generation services. Although flat fee retainer deals and pay per lead models are popular, starting with a commission deal can enable you to get the sale easier. That’s because commission deals make it nearly impossible for the business owner to lose money. They just give you part of the profit they generate from your lead, so they have minimal reason to say no.

Handle any objections from the business owner. Common objections for local lead generation include:

• “I need to talk to my partner first.”
• “That commission rate is too high.”
• “My team isn’t large enough to accommodate that many projects.”
• “We’ve already tried buying leads and it didn’t work out for us.”

Secure an agreement from the business owner once you’ve overcome all their objections to close the deal. Set up an online payment method like Stripe, PayPal, or Wave and inform the business when and where you will send the bill.

Pro Tip: Obtain access to the client’s CRM if doing a commission deal, if they have one. That way you can accurately track which jobs the business owner closed from you and how much they owe you for each job.

Handling objections is one of the most important aspects of a successful sales process. In fact, people that prepare to handle objections before taking sales meetings experience a 30%-40% increase in close rates, according to sales training platform Eubrics.

9. Rank your local lead generation website and turn off Google Ads

Build out your Snapps local lead generation website once you find a client to pay you for your leads. Rank the website on the first page of Google by performing local SEO, which includes backlinks and high-quality content as two of the most important aspects.

You can acquire backlinks yourself by reaching out to website owners to pay for guest posts and niche edits. Alternatively, you can buy backlinks from a reputable backlink vendor. For high-quality local SEO content, you can write blog content yourself, hire a freelance platform from a platform like Upwork, or leverage an AI tool like Ippei’s Content Writer to generate content efficiently.

Gradually decrease your Google Ad spend for the client as your website starts to rank and generate leads from Google organically. Turn off the Google Ads completely once your website consistently ranks on the first page of Google and generates equal or more leads as your Google Ads campaign.

Although Google Ads are an effective lead generation channel, it’s best to transition to SEO lead generation for peak performance and efficiency. Google Ads only generate leads when you spend money and the average cost per click of a Google Ad is $5.26 across industries, according to Wordstream. On the other hand, SEO can generate clicks and leads for free once you get the website to rank.

Is a local lead generation business profitable when running Google Ads?

Yes, a local lead generation business can be profitable when running Google Ads. Google Ads conversion rates hover around 6% on average, according to data from First Page Sage and Digisilk. That means local lead generation with Google Ads costs approximately $87.67 on average per job when using the $5.26 cost per click figure.

Consider generating leads in a high-value niche like concrete, where HomeAdvisor data shows that a concrete driveway costs $6,400 on average. The average profit margin for the concrete niche is 7%, according to For Construction Pros. As such, the average concrete driveway contractor can expect to earn $448 in profit per project. If they split the profit with you, that means you earn $224 per job. In this scenario, Google Ads is profitable because you can expect to earn a profit of $136.33 per job you create. That’s a profit margin of over 60%.

Is closing clients for local lead generation websites hard when preselling with Google Ads?

Closing clients for local lead generation websites is not hard when preselling with Google Ads. As long as you start them on a commission deal and the leads you bring them are high-quality, business owners typically don’t care where the leads come from.

Conclusion: Should you presell local lead generation websites with Google Ads?

You should presell local lead generation websites with Google Ads if you don’t want to wait a couple of months to start making money with local lead generation. You can start running Google Ads to generate leads instantly and start pitching business owners today.

We cover how to presell local lead generation websites with Google Ads in greater depth under the “Go Fast, Look Sexy” section of our local lead generation training.