UK Lead Generation Podcast

James Dooley: PPC lead generation. Let’s say I want to scale out my pay-per-click campaign—my Google Ads or Bing Ads campaign—what should I be looking at?

Kasra Dash: PPC lead generation is absolutely key for instant growth. Organic SEO is powerful, but it can be slow because you need content, topical authority, and time. With PPC, the moment you turn the campaign on, you can start generating leads.

If you already have a PPC account, hiring a professional PPC agency is essential. I can’t emphasize that enough. I’ve tried many times to get people to manage negative keywords, block IPs, and all the rest—but it’s a full-time job. You need someone living inside that account every day.

You also need strong conversion rate optimization. The landing page design matters. A specialist PPC agency running the account is key. Once a good campaign is set up, it becomes a license to print money. It’s tough to get right, but when you do, PPC lead generation can scale infinitely as long as the search volume exists.

James Dooley: What about audits? For example, if a company is already running a PPC campaign, we often see a “set and forget” situation. Maybe they watched a few YouTube videos or spoke to Google Ads support and followed recommendations. Should they come to someone like you for an audit? What’s the next step?

Kasra Dash: Absolutely. PPC audits are completely free. Someone can come to us, get an audit, and decide not to work with us—that’s fine.

But here’s the truth: if the audit reveals 20 things you’re doing wrong, and you can clearly see them, why would you stay with the agency that’s been burning your money and doing it wrong?

I personally don’t run the campaigns myself—I have a team that lives and breathes PPC every single day. I know the common problems, and most come down to quality score. Many people send all PPC traffic to the homepage. There’s no keyword-to-page intent match. That destroys conversion rate, CTR, and quality score.

When you increase relevance—keyword to page to offer—everything improves: CTR, conversion rate, and cost-efficiency. You also need to know which keywords make you the most money. That means targeting bottom-of-funnel transactional keywords, not top-of-funnel informational ones.

This is what great PPC agencies do. The difference between an average PPC person and a great one can be the difference between a winning campaign and a losing one—and your ability to scale.

Kasra Dash: If you want a PPC campaign audited—maybe you’re running PPC and you’re not sure what you’re doing—head over to fatrank.com, fill in the contact form, and the team will be in touch. We’ll do a light audit. Maybe everything is perfect, but usually, there’s always room for improvement.