We Are A Premier Google Ads Agency
As a leading digital marketing company, Llama Lead Gen has unique experience working with Google Ads to build marketing campaigns that drive qualified leads to your business.
Whether you’re new to advertising on Google, have tried running campaigns with lackluster results, or are just looking for an expert to build and optimize your Google Ads campaigns, we can help.
Our Google Ads Plans
Target Audience Analysis
Writing Google Ad Copy and Headlines
Researching Competitive Google Ads Keywords
Analyzing Keyword Volume and Bid Pricing
Google Ads Campaign Builds
Google Ads Management
Pixel and Tag Setup Through Google Tag Manager (GTM)
A/B Testing and Optimizations
Detailed Reporting & Action Plan
Everything in Alpaca, PLUS:
Media & Content Development Plans
Developing Google Display Ad Creatives
Social Video Production (:06 - :60) for YouTube Campaigns
Landing Page Refresh
Everything in Llama, PLUS:
Holistic Digital Marketing Strategy
Marketing and Sales Funnel Development
Landing Page Re-design
The 3 ways we are different from other Google Ads agencies
No “one size fits all” approach
We create a custom media plan for your specific business and marketing objectives. We don’t sell you a one-size-fits-all package.
No commission on ad-spend
We do not take a commission on ad-spend and are 100% transparent about your marketing dollars. No built-in agency commission is taken from your budget. This also allows us the freedom to be more creative with our marketing plan and test omnichannel marketing opportunities.
We are the right team for the job
Having the right team is just as important as having the right tools. Our team is experienced in fast-tracking the longer sales cycle that normally occurs with SMB, enterprise, B2B, and SaaS companies.
How we drive results with Google Ads
Search Ads that target in-market audiences
Google is the largest search engine in the world. People use it every second to ask questions, find reviews, and help them in the decision-making process. LLG helps your business generate more leads by focusing on in-market searches. Our Google Paid Search strategy meets these visitors while they are searching for your product or related queries.
Combine multiple media types to create a full-funnel strategy
Google offers Search, Display (Google Display Network), and Video (YouTube). This means the options available to you as a business are unlimited regarding placements and targeting. LLG is experienced in complete done-for-you marketing or as an extension of your marketing team. Whether you need a full-funnel, a single prospecting campaign, or would like to increase your brand awareness, LLG will align with your goals and seek creative ways to help you meet your objectives.
Analyze your website traffic and optimize ads accordingly
We use Google Marketing Platform products to create effective marketing campaigns and measure results on an ongoing basis. This means we can analyze your website traffic using Google Analytics, compare the data with what we find in Google Ads, and use those insights to optimize and scale your campaigns. By utilizing the Google ecosystem, we can bring your sales funnel to life and adapt to changes in real-time. No more creating a 6-month marketing plan and hoping it pans out in the end. LLG will continually adjust your Google Ads strategy to scale what's working and pull back on what is not.
Actionable data as a marketing investment
By analyzing your website traffic data and which Google Ads keywords or audiences are most effective at reaching your target audience, LLG can help find any gaps in your current Conversions Rate Optimization. The data you can glean from Google Analytics or past Google Ads campaigns can help shape your marketing strategy going forward on the best strategies to implement. Every click on Google Ads is an opportunity to learn more about your user base.
Strategic & cost-effective Google Ads marketing
Google Ads has an impressive reach and can be used for various types of campaigns. Brand awareness, competitor focus, prospecting, and lead generation digital marketing campaigns are a few of the most popular campaign types we create for our clients.
Google Ads is a pay-per-click platform (PPC), so you only pay for successful visits to your website. This is more cost-effective and, more importantly, measurable than other advertising types. By aligning our technical expertise and your marketing objectives, we’ll create a Google Ads digital marketing solution for you that is strategic and cost-effective.
Proven audience targeting
Targeting on Google Ads is one of the most granular and effective methods in the Digital Marketing landscape. Its algorithm is pretty good at targeting the right audience, making it easy for companies to maximize conversions within their desired demographics. In our campaigns, we strive to ensure that your ads are relevant to your target audience while keeping the top-of-the-funnel campaigns as broad as possible.
We experiment with the built-in targeting functionality (interest targeting, geo-targeting, age, etc.) until we strike the right balance. In our experience, Google Ads has one of the industry's most robust algorithms–compared to Facebook/Instagram.
This allows us to create holistic marketing funnels, which we generally recommend for most businesses, although there are cases where directly targeting users with buyer intent makes the most sense. In that case, you should expect the cost to rise slightly compared to the multi-step approach.
Using lead generation and B2B recruiting marketing strategies we were able to generate high quality leads and over 850 social engagements which enhanced their online footprint.
What do our Google Ads marketing services include?
Our Google Ads marketing services are designed to help you reach your goals. Whether your goal is to increase brand awareness, drive more traffic to your event, generate leads, or make new sales, we’ve got the right solution for you.
We can help with these goals and more by providing three core areas of service: Google Ads Creative and Ad Copy, Google Ads Campaign Builds, and Monthly Google Ads Marketing Management. Here’s a detailed description of what’s included in each of these areas:
Google Ads Creative and Ad Copy
(pre-launch: 2-4 weeks in tandem with campaign builds)
Generating content themes based on the target audience (i.e., what they care about, why they care, what is the selling point/value prop? etc.)
Creating ad copy and specific messaging for each target audience (subject, body, closing statement/hooks, CTAs)
Designing creative assets or tweaking mock-ups of existing creatives to promote (images/videos with CTAs)
Pairing creatives (images/videos) with ad copy to ensure synergies
Tweaking messaging on landing pages that we will be driving to (if necessary)
Creating lead gen forms to capture users’ information to schedule a call (if we are using lead gen forms instead of driving to LPs)
Tweaking or providing suggestions and optimizations for the landing pages or main website domain to include a clear CTA and messaging (if needed)
sample of Ads created:
Google Ads Campaign Builds
(pre-launch: 2-4 weeks in tandem with creatives/messaging)
Create the strategy for your Google Ads campaigns (aligned with organic SEO strategy using data from Search Console and Google Analytics)
Competitor insights, demographic targeting, keyword strategy, and messaging aligned with your brand and industry style
Set up Google Analytics and Search Console if you don’t already have them set up
Setting up Google Ads conversion tracking and defining the conversion events that will take place on your website
Creation of campaign structure: campaigns, ad groups, keywords
Creation of search and/or display ads, extended ads, responsive ads, site links, and callout extensions
Monthly Google Ads Management
(post-launch: monthly retainer)
Ongoing performance monitoring with 1-2 adjustments/week
Analyzing data in Google Search Console and Google Analytics
Optimizing keyword bids
Reviewing search terms
Adding new keywords
Managing negative keyword lists
Point of contact with Google representative to comply with Google policies
Content suggestions for landing pages
Optimizing and analyzing reporting performance throughout the lifecycle of the campaign
Campaign management, bids strategy adjustment, A/B testing, and optimizations
Detailed reporting dashboards, including key performance metrics, insights, and analytics
Why is LLG one of the leading marketing companies in NYC
We worked with the Ad Council to build and manage one of the largest marketing campaigns in history. As part of the COVID-19 vaccine campaign, we’ve generated over a billion impressions across the United States and spent 8+ million USD on 8 different ad platforms.
Additional Digital Marketing Services from Llama Lead Gen
Most of our clients see the best marketing results and advertising ROI by working with additional marketing and advertising channels, such as Facebook, Instagram, or Linkedin.
In addition to our Google Ads services, we offer other platform and industry-specific marketing services. Discover our services range, read our case studies, or get in touch with a Llama to discuss how a holistic digital marketing strategy could look for your business.
How Google Advertising Works
Google Ads, formerly named Google Adwords. You may hear Google Ads referred to as ‘Pay-Per-Click’ (PPC) or Search Engine Marketing (SEM). These are more general terms that are not exclusive to Google Ads and refer more to the type of digital marketing that Google Ads provides.
Google Ads has multiple ad types; Google Search Ads, Youtube Video Ads, Static Display Ads using Google Display Network, Ads promoting apps on the Google Play Store… This guide will focus on Google Search Ads, the most popular type of Google Ad.
What are Google Search Ads?
Google Search Ads are the most popular type of ad that you can run on Google. You likely see Google Search Ads on every Google Search you perform. They look like this:
Types of Google Search Ads
Expanded Text Ads - Also known as ETA’s, Expanded Text Ads allow you to choose 3 headlines, 2 descriptions, and 1 final URL. These have been sunset by Google since June 30th, 2022. Active ETAs will continue to serve if your account already uses Expanded Text Ads. However, you will not be able to edit any features of your ETA.
Responsive Search Ads - Also known as RSAs, Responsive Search Ads let you create an ad that adapts to show more relevant messages to your customers, according to Google. You can provide up to 15 headlines and 4 descriptions for a single Responsive Search Ad. Google will use these headlines and descriptions to generate ads it deems most effective and relevant for each query.
Assets for Google Search Ads
Headlines - Headlines appear at the top of your ad and can be up to 30 characters. Think of them as the ‘billboard’ of your ad. Headlines are the perfect place to add Call-To-Actions and Keywords.
Descriptions - Your ad's description appears below the display URL and can be up to 90 characters. Descriptions are used to add more details to your ad.
Final URL - The final URL is the URL people reach after clicking your ad. It should match what your ad promotes.
Extensions - Extensions expand your ad with additional information, giving people more reasons to choose your business. These may increase an ad's clickthrough rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.
Why do businesses use Google Search Ads?
Google Search ads help businesses find in-market audiences
Similar to the old days of searching in the Yellow Pages. Because Google Search Ads utilize keyword targeting, advertisers can match with potential customers while they are actively searching for the advertisers' services or products.
Google Search Ads offer different ways to prospect customers
Google Search can incorporate lead forms, phone calls, or directions within the ads to further your business goal of driving traffic to your site and generating leads. For example: a person looking for a certain software can book a consultation via Google Search ads using a lead form extension.
How Google Search Ads helps you reach new customers
Match your content to keywords searched
As an advertiser, you can create Google Search Ads using keywords to target your ideal visitor. Keywords are words or phrases that align with what searchers want and will satisfy their query. For example, a searcher that types “Dog Sitters Near Me” will see results for advertisers that targeted keywords like “Dog Sitter” and “Pet Boarding Service.”
Paying only for successful clicks
Google Ads is a Pay-Per-Click (PPC) platform. This means that advertisers only pay for ads that have led to a successful visit to their website. This means that if a business’ Google Ad is shown to 10 people, but only 1 person clicks and visits the website, the business will only pay for 1 click. The price per click will vary depending on the market. Some variables that affect the cost-per-click (CPC) are:
Type of industry being advertised: According to Wordstream, industries such as Legal and Consumer Services have the highest cost-per-clicks at ~$6, while ads that are for eCommerce have the lowest cost-per-clicks at ~$1.50.
Popularity and the number of other advertisers running similar Google Ads: Competition from other advertisers can significantly drive up costs. More advertisers bidding on the same keywords will increase cost-per-clicks (CPCs). Google factors Max CPCs (the amount an advertiser is willing to pay for a click) and relevance (or Quality Score) to determine which advertiser’s ad is shown each time a search query triggers a keyword.
Settings and composition of your Google Ad campaign: As a best practice, advertisers should be discerning when creating their Google Ads campaigns. Campaigns should be built with the intent of meeting specific goals. Google Ads offers ad extensions, geo-targeting settings, and the ability to add or negate keywords to help focus a campaign’s targeting on specific sales funnel stages. This is important to make an effective campaign that drives the most results at the best cost.
Here’s an example of the logic behind Google’s CPC calculations. Please note that this is always changing and is determined by Google’s algorithm. Due to the number of variables during every Google Search, there is no way to see or control the specific calculations behind your cost-per-clicks Source: Search Engine Land :
Why you should choose Llama Lead Gen for your Google Ads campaigns
We incorporate Google’s entire suite of products
LLG incorporates Google’s entire suite of products to help bolster your marketing campaigns. Our strategy involves using Google Ads, Google Analytics, and Google Tag Manager together. This allows us to uncover additional data points in your user journey via Google Analytics and leverage those insights to scale your Google Ads campaigns.
You want to save time
You want to save time and unburden your team with complex marketing strategies, Google advertising tactics, and execution they may not fully understand. Partnering with Llama Lead Gen will allow us to support you with an end-to-end Google Ads marketing strategy and implementation or just those missing bits that will allow your internal team to hit the ground running.
You are looking for better results
Our best customers understand the power of digital advertising and know that it takes time to perfect. This should be a long-term part of your marketing strategy, not a quick fix. Our approach at Llama Lead Gen is holistic; we believe in a full-strategy approach, and our campaigns don’t usually involve just Google Ads. We focus on objectives, choosing the right channel for each part of the job based on data. We should talk if you haven't found the results you're looking for yet.
You need to keep up with the competition
Many companies have started thinking about Google Ads to keep pace with fast-moving, savvy competitors. Because Google Ads are constantly evolving, some other partners might not have had an opportunity to stay up to date with the latest strategies and developments. We’ve been in the trenches, A/B testing Google Ads marketing campaigns continuously for the past years. Therefore we are confident that working with us will save you both time and money.
You lack the internal resources
Lacking the internal resources and expertise to carry out a successful digital marketing strategy can be tricky for a holistic marketing approach. The leads that come from one strategy will be different than the leads you get from another, so the best marketing programs include a mix of effective strategies (which we will provide) rather than putting all your eggs in one basket.
You want to work with the best
You want expert, results-oriented work that aligns with your business objectives. You are confident that LLG has been named one of the top digital marketing companies by Clutch. That being said, if you’re bargain hunting for leads or expect to see ROI faster than your normal sales process (i.e., you have a typical sales cycle of 9 months but want to see revenue within the first 3-4 months), LLG is probably not for you.
How To Decide On A Budget For Your Google Ads Campaign
Since Google Search campaigns are Pay-Per-Click, You should estimate the Cost-Per-Click, desired amount of clicks, and campaign goal when creating a budget.
As mentioned before, different industries have different average cost-per-clicks. Legal is one of the most expensive industries, while activism campaigns tend to have the cheapest CPCs. It’s important to note that CPC is not always the best indicator for a Google Ads campaign's positive or negative ROI. This is especially true for SaaS and B2B companies.
SaaS and B2B advertisers should use the Customer Lifetime Value (CLV) of the customer acquired to calculate their Google Ads budget effectiveness.
Let’s assume the business has a churn rate of 5%. This means that 1 in 20 customers will cancel their subscription every month. Using this 5% churn rate, we can also estimate that the average lifespan of each new client is 20 months. At $100 per month for 20 months, this means each customer has a CLV of $2,000. From this perspective, you’ll see that even higher CPCs are not as costly as they seem.
There are a few instances where Google Ads will charge by impressions (CPM) or conversions rather than per-click. These different set-ups are normally reserved for display or video campaigns. We will only focus on Pay-Per-Click since that is the most common and, sometimes, the only option for Google Ad Search campaigns.
Find more info on creating a budget here in our ultimate guide.
Use the Google Ads Keyword Planner tool
Another data point you can use to help determine an appropriate starting budget is the Google Ads Keyword Planner tool to determine how competitive your keywords will be. You can also use 3rd-party platforms like Ahrefs or Spyfu. The idea is that your budget should be higher if you use competitive, higher-cost keywords.
Google Ads Keyword Planner tool allows you to use your entire site, or specific webpages, to create a starting keyword list:
Once you have your starting keyword list, Google Ads will also provide metrics on budget and cost.
It’s worth noting that Google Ad Keyword Planner is not the most accurate source of truth. This is meant to give you a rough idea of the budget and should only be one data point in your decision making.
What determines the cost of our Google Ads agency services?
Our Google marketing agency services are priced on a case-by-case basis. We offer various packages customized for different budgets and needs, and the specific statement of work determines the cost of the service.
The cost of your project also depends on what you intend to do with Google and YouTube. We can provide you full service (end-to-end campaign creation and management) or supplement your internal team with guidelines and assistance for jump-starting your Google and YouTube marketing campaigns. Generally, the creative portion of a project bears the majority of the cost compared to other campaign aspects, such as:
Google ads marketing strategy
Content and ad copy
Google campaign build
The creative portion of our Google marketing agency services includes:
Providing guidelines for the creation of UGC (user-generated content)
Working with your customer base to create UGC video content, or
Providing guidelines on how to conduct these interviews and create the videos yourself
Contact us today for more information and a complete statement of work (SOW) with pricing tailored to your specific needs and Google marketing campaign goals.
How Can I Tell If My Google Ads Are Working?
Setting up conversion tracking on your website
Setting up conversion tracking is the best way to gauge your Google Ads performance. There are many ways to do this, but the most popular is using Google Tag Manager. GTM allows you to easily track form fills, time spent on site, button clicks, and phone calls as conversions. We can help you establish Key Performance Indicators and provide assistance with conversion tracking.
Monitoring Click-Through-Rate and ad performance within Google Ads
Another way to monitor performance in Google Ads is by continually monitoring your ads' Click-Through-Rate (CTR). CTR is the number of clicks your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, your CTR would be 5%. If you find that your CTR is declining, it may be time to create new ads or perform an A/B test.
Reasons to invest in professional Google Ads marketing services
Additional resources when communicating with Google Ads support
If you ever have any technical or policy issues with your Google Ads campaigns, LLG is able to contact our agency-level support at Google and resolve the situation faster. This is a different tier of support compared to general Google Ads support.
You need to keep up with the competition
If reaching your target audience has become more difficult over time, our professional Google Ads might be what you’ve been looking for. It’s no secret that consumers are shifting and distributing their time and attention between various platforms.
Chances are that your target audience is spending less and less time on Facebook and Instagram, and Google marketing could play a central role in a multichannel marketing approach for your brand.
More power for experienced advertisers
Google Adds offers new opportunities for Facebook and Instagram advertisers, including formats like video ads with sound for advertising products and services. Our marketing professionals have been in the trenches testing advanced Google Ads strategies continuously for the past years. Last but not least certified agencies like Llama Lead Gen often receive access to Beta test unreleased Google Ads campaign types and features.
Tired of Facebook & Instagram’s policies
If you are an e-commerce brand (and not only) running Facebook and Instagram campaigns for a long time, chances are you are looking for a change. It’s no secret that Facebook and Instagram advertiser policies have become increasingly difficult to navigate, and every new campaign often requires you to overcome several roadblocks.
Access to industry-leading expertise, tools, and data insights
As a Google Ads marketing agency, we must ensure that we’re fully equipped with the right tools to do the job. This means training our team, investing in technology, and hiring creative talent. It is important that Google Ads marketing professionals understand why their clients are investing in professional marketing services. We believe the answer is threefold: authenticity, creativity, and engagement.