In this episode, explore the role of inbound calls in Google Ads campaigns for mortgage leads. He argues that businesses often overlook the power of immediate phone contact, treating it as an afterthought rather than a primary conversion channel. The discussion covers why these leads are unique, the importance of operational processes, and how to effectively track call performance.

Key Takeaways

• The Urgency of Inbound Leads: When a user clicks to call directly from an ad, they have a clear intent: they want answers immediately. They are bypassing the standard web form journey because they are ready to talk now.
• Abolish the Phone Menu: Complex phone menus (IVRs) act as a barrier to potential clients who are already in a "solve my problem now" mindset. Alex advises businesses to remove these menus for ad-driven traffic, or use a dedicated phone number that connects directly to an adviser.
• Availability is Critical: Running Google Ads without a plan to answer the phone is "throwing money in the fire." If you miss the call, the lead will almost certainly move on to a competitor. If you cannot answer, consider outsourcing call handling, though speaking to an adviser directly remains the gold standard for conversion.
• The Power of Tracking: Use Google’s call tracking numbers to get the full picture. This enables you to report on which specific keywords, ads, and landing pages are driving the most calls, allowing for better ROI analysis.
• There is no "Standard" Split: The ratio of web forms to inbound calls fluctuates wildly depending on the business. Data from various clients shows ranges from 80% forms to 80% calls. Don't assume a standard conversion ratio; track your specific data to understand your business reality.

Actionable Advice

• Audit Your Process: If you are running ads, ensure someone is available to answer the phone immediately. If it's just you, prioritise availability during your active campaign hours.
• Clean Your Data: When reviewing call reports, filter out calls shorter than 10 seconds. These are often accidental "fat finger" clicks and will skew your conversion data.
• Be Accessible: Don't overthink the "professionalism" of being a small team. People want to know who they are working with; they don't need a corporate phone menu to feel secure.

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Brought to you by the team at The Lead Engine who specialise in generating mortgage leads.