When it comes to lead generation, Google and Meta are still industry leaders, and for good reason. Their robust ad networks, high reach, and sophisticated targeting options make them powerful tools in your toolkit.
But here’s the reality: there’s no one-size-fits-all approach with anything in marketing, especially not a lead generation advertising campaign. And if you’re stuck on Google or Meta and not seeing the results you should, it’s not that your offer is the issue. It may just mean it’s time to evaluate where you should be open to the opportunities of diversifying your media mix.
The Reality of Lead Generation
As we always tell our clients, lead generation isn’t purely about being everywhere. It’s about being in the right place, at the right time, with the right message.
A good lead generation strategy involves:
- Reaching your ideal buyers who are in the right mindset
- Offering relevant, helpful content or solutions
- Capturing their details or interest, and nurturing them until they’re ready to convert
So with this in mind, it’s evident that selecting the right platforms matters; not just for awareness, but for intent.
Effective lead generation is about aligning your platform choice with your customer’s state of mind. In other words, where are your target audience active?
Why a One-Size Fits All Approach Doesn’t Work
We’ve worked with a wide range of B2B and wholesale clients, and the pattern is evident:
Many clients do see extraordinary results using Meta and Google ads, but if our goal is to maximise lead quality at the lowest cost, it’s important to be aware of the alignment between the intent of your buyers and the platforms they’re using.
And as such, diversify platforms, where needed, based on a well thought out strategy (rather than guesswork).
Please don’t get us wrong; when it comes to lead generation, Google and Meta are still the powerful platforms for running your lead generation campaigns:
- Google is unmatched when it comes to capturing high-intent users who are actively searching for products or solutions.
- Meta offers exceptional scale and visual storytelling for building awareness and reaching broad audiences.
However, it’s important to recognise the signs of a mismatched platform, and when it’s time to look at diversifying. These indicators include:
- Your traffic is high but your conversions are low
- Your leads are unqualified
- Your campaigns are relying on vanity metrics such as impressions or likes
- Diminishing returns on investment
- The same audience is seeing your ads over and over, and they’re getting ad fatigue as a result
In such cases, it is essential to reassess where your ads are being displayed and how they are engaging viewers.
Different Platforms We Recommend You Look Into
Specific platforms like LinkedIn Ads, Pinterest Ads, StackAdapt, and YouTube Ads have proven effective for capturing leads, especially for B2B or wholesalers. By utilising platforms that align with the audience’s mindset, lead generation can be more efficient and cost-effective.
LinkedIn Ads
What it is: LinkedIn is the go-to platform for professional networking, making it ideal for targeting decision-makers in B2B industries. It offers advanced filters based on job title, company size, industry, and seniority, therein allowing for hyper-targeted lead generation.
Why we like it: We can run our campaigns knowing we’re reaching users who are in a business-focused mindset when on the platform. Previously, costs for running LinkedIn ads were simply too expensive for us to recommend to clients, compared to Meta or Google, however more recently, there’s been work-arounds and different tricks we’ve utilised for clients to get CPC down by 80%.
Pinterest Ads
What it is: Pinterest functions as a visual discovery and planning engine. Users come here for inspiration and often engage with content early in their buying journey, particularly in industries like home improvement, packaging, manufacturing and design.
Why we like it: It’s perfect for capturing interest before competitors even show up. It consistently delivers low-cost leads for wholesale brands with visual or seasonal products.
Google Display
What it is: Display ads are banner and visual ads that appear across the Google Display Network; a vast network of websites, apps and platforms. They’re especially effective for retargeting and maintaining brand presence throughout the buyer journey.
Why we like it: They allow us to stay top-of-mind with users who have already shown interest, helping move them closer to conversation, while saving on cold traffic budget.
Youtube Ads
What it is: The second-largest search engine, and its ads appear before, during, or after videos. These can include explainer videos, testimonials, or product showcases, making it ideal for brands with a visual or educational story to tell.
Why we like it: Youtube Ads are great for demonstrating complex products and services, or building trust through storytelling. When done well, they warm up leads before they even get onto your website.
StackAdapt
What it is: For brands looking to go beyond the walls of Google and Meta, StackAdapt offers powerful programmatic advertising with deep targeting capabilities. We utilise StackAdapt for clients wanting to reach niche audiences across premium websites, podcasts, and native placements. This allows for precise targeting and intentional lead generation.
Why we like it: StackAdapt works great for running multi-format campaigns across various touchpoints, all in one place. It provides you with more control and reach, with the ability to access channels and websites that your audience likely frequents.
Final Thoughts: Better Strategy = Better Leads
The way of achieving better leads isn’t purely through greater ad spend; it’s through a smarter strategy around your campaigns. Which involves not utilising a one-size-fits-all approach, and being open to diversifying your platform choice to include other channels where your audience may be.
Understanding your buyers, their journey, and mindset when viewing ads is key to selecting the most suitable platforms.
Your clients aren’t going to be in the same place that everyone else’s clients are – don’t get us wrong, you likely will benefit from Meta and Google ads, but you may also benefit from diversifying your advertising and lead generation strategy.
Need help to maximise your campaigns and lead quality at the lowest cost? Book in a free strategy call with our team and we’ll help you audit your current channels and pinpoint your opportunities for new lead generation channels.
