4 Micro-Conversion Strategies To Improve Your Google Ads Lead Quality

Written by Wes Parker

Posted on: March 20, 2023

“How are we going to get more leads?” If you’re a marketer this is probably a question that you ask yourself often.

In my experience, even if you can effectively and efficiently increase lead volume, the next question is usually, “how do we keep the quality of our leads up?”.

If we can achieve both, we have hit one of the Holy Grails of Marketing: High Lead Volume at High Quality.

Fortunately, that’s why we are here – to help you revolutionise your lead generation strategy using micro-conversions.  

First things first, what is a micro-conversion? Both the concept and name are relatively self-explanatory.

Simply put, they are typically smaller conversions than traditional ones (purchases, sign-up etc.) that track a user’s intent and behaviour on your website.

These micro-conversions might include an “Add to Cart” function or watching a website video.

Fundamentally, micro-conversions are any action a user may take to engage with your brand on the customer journey before they purchase a product or sign up to a service.  

How does something as simple as a micro-conversion revolutionise your Lead Generation Strategy? The logic follows that adding extra micro-conversion actions will lead to you getting more “conversions”.

There is also an argument to say that adding in micro-conversions can actually lower lead quality, as you are tracking “top of funnel” activity.

Moreover, people might ask how this will enhance the quality of lead or revolutionise lead generation strategies, as the title suggests.

After all, it isn’t necessarily clear how tracking something like a video view on your website can turn into a qualified lead for your business.  

In the marketing world, we are all aware of how automated everything is becoming. Google, notably, has pushed for automated Smart Bidding and reliance their algorithms, which uses AI learning.

Within Google Ads, the algorithm reigns supreme when determining performance.

If you give the algorithm good data, it can make good bidding decisions and it can perform well. You get out what you put in. 

Tracking micro conversions allow for valuable insights into how users engage with your website so you can better customise your advertising campaigns to align with user behaviour.

Here are some ways in which micro conversions in Google Ads can help revolutionise your lead generation strategy: 

  1. When You Need More Conversions.  

On all modern advertising platforms, the algorithm has a learning phase before it can run optimally.

While the learning phase may vary from platform to platform, the more data the algorithm has, the faster it learns.

For Google Ads, specifically, Google recommends anywhere between 30-50 conversions within the last 30 days for its algorithm to learn and best optimise.

If your campaign struggles to hit these numbers, micro-conversions are an excellent tool when you simply need more conversion data.

As previously mentioned, adding in micro-conversions is likely to get you more “conversions”, by virtue of being more minor actions a user can take on your website outside of a traditional conversion.

While these smaller conversions may not be what you are ultimately after, they tell the algorithm what kind of people engage more with your content. In short, these micro conversions help the algorithm help you. 

  1. Improve Multi-Stage Conversions/Lead Forms

Several businesses may have a slightly more complex customer journey before reaching a full conversion, such as submitting contact information, as one example.

Here is another area where micro conversions help.

By tracking micro-conversions, such as clicking on a call-to-action button, filling out a field on a form, or watching an explainer video, we, as marketers, can better understand users’ behaviour and streamline and tailor the customer experience better, leading to higher conversion rates.

  1.  Identify Drop-Off

Following the last point, micro conversions also help us identify drop-off points throughout the customer journey.

When we track user behaviour, such as page views or time on site, using micro-conversions, we can see where exactly users are leaving our site and therefore address these issues.

If you find users are dropping off during checkout, you can work on optimising the payment options or simplifying the form fields to improve conversion rates.

  1.  Identify and Optimize Campaigns for Different Marketing Objectives.

Finally, micro-conversions can help us identify which campaigns best suit our different marketing objectives.

If your goal is to increase brand awareness, micro conversions such as social media likes, shares, or follows can be tracked to determine which channels and content formats are most effective in generating engagement with your audience.

We can similarly use them to generate leads or purchases by utilising form submissions, product page views, or add-to-cart events. With this data, we can make better decisions on what to optimise, such as landing pages, ad copy, or promotional offers.

By implementing micro-conversions to track and measure users’ actions on your website or in response to marketing campaigns, you can gain valuable insights into which strategies are most effective for achieving your specific marketing objectives. 

Micro-conversions, as highlighted above, can be used in a variety of ways to help revolutionise your lead generation strategy.

However, we should remember that simply implementing micro-conversions without a well-thought-out strategy and goal is unlikely to help.

Micro-conversions are best used to supplement the algorithm’s data “diet”, ultimately leading to better lead generation.  

If this all feels a bit daunting, that’s alright. At DemandMore, we are here to help. Visit our website, get in touch, and find out how we can deliver a personalised approach to your business goals. 

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