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Does anyone know any good tactics for a lead gen campaign? Client is mad that no leads have come through and Paid Search has been terrible

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If you haven’t done so already, look at the entire journey a person needs to take to go all the way to completion. Might be unnecessary steps, might be scary copy, might be multiple pages for no good reason. Best results for us are always found refining the copy and ux etc ‘after the click’.

likesmart

What channels are you currently running? social and programmatic also?

retargeting is obviously going to be your most efficient lead gen tactic - it helps to split your RT into multiple sub-tactics. Retarget off the site’s home page, the landing page, and the page that the form fill is on. It would also be worth running a recency RT tactic, so focusing on people who have visited the landing page in the last 24 hours, 48, 72, etc — this can be duplicative of your larger RT tactic, but worth splitting out. Also, build a LAL off the form submit button! LALs are hit or miss, but worth trying.

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