Worthless leads from Adwords
I use Google Adwords to generate leads for my NYC video editing business
. 90% of the leads are unable to become my customer and, therefore, are a total waste of my money. Some people click on my ads and then call me asking for a job or they ask for free training on how to become an editor. I even get people calling me asking for tech support with their editing software! Others call with a “quick” edit and they expect to pay less then $100, and I can’t afford to help people with that sort of budget (plus, almost any editor will tell you that there is almost no such thing as a “quick” edit.) Still others will call with a ridiculously quick turn around, ie, “can you have it to me this afternoon?” Here’s an example of a crazy lead from Adwords
…she want’s it “today” and when I called, she wanted to pay no more than $50.
So I now pre-qualify the leads by stating a minimum of $500 for any editing job and I post that information both on the Google Adwords copy AND on the landing page. That helps a bit. Still, some people are in such a hurry that they don’t read and just call. As for Adwords, I keep it up because some of the leads pay out big. They say “Half of my advertising is wasted, I just don’t know which half.” I think it’s more like 90% of my Adwords spend is a waste, I just don’t know which 90%.