If you’re putting money into Google and not really seeing leads, the problem usually isn’t the platform.
The real issue is that most businesses send people to a random page, cross their fingers, and hope “something” happens.

Instead, you can treat Google as the front door of a simple, repeatable lead engine.

In this blog, you’ll learn a practical framework to:

• Attract the right people with the right search terms
• Offer something genuinely useful so they want to give you their details
• Turn anonymous visitors into warm leads that flow into your CRM and booking system

We’ll walk through each step, from keyword research to lead magnets, calculators, visuals and more—without getting lost in jargon.

Step 1: Start with solution-based keyword research

Most businesses start their Google campaigns with “industry” keywords like:

• “marketing agency”
• “plumber”
• “business coach”

The problem? These are broad, expensive and often crowded.

A better approach is to start with solution-based and problem-based keywords—phrases your ideal customer actually types when they’re looking for help.

Think like your customer, not like a marketer

Instead of “tax consultant”, think:

• “how to reduce tax as a small business owner”
• “gst filing help for freelancers”
• “tax planning for e-commerce brands”

Instead of “fitness trainer”, think:

• “lose belly fat after pregnancy”
• “strength training plan for beginners at home”
• “workout plan for busy professionals”

These phrases show intent. The person isn’t just browsing; they’re looking for a solution.

How to build your keyword list

You can use any keyword tool, but your thinking process matters more than the tool:

1. List 10–20 common questions clients ask you
   • “How long will it take?”
   • “How much does it cost?”
   • “Will this work for my situation?”
2. Turn those questions into search phrases
   • “how long does [service] take”
   • “[service] cost for [niche]”
   • “is [solution] right for [audience]”
3. Group them into themes
   • Price questions
   • Timing / speed questions
   • Risk / guarantee questions
   • Beginner “where do I start?” questions

These clusters will later become your campaign structure and headline themes.

Your goal with this step is simple:

Build a list of high-intent search phrases around your solution, not just your job title.

Step 2: Create a focused e-book or PDF as a lead magnet

Once you know what people are searching for, you need a meaningful next step.

Sending everyone straight to a generic “Contact us” form is like proposing marriage on the first date.

A much softer and smarter move is to offer a lead magnet: a short, focused guide that helps them understand the problem and see the path forward.

What makes a good lead magnet?

A strong lead magnet is:

• Specific – solves one clear problem
• Quick to consume – 5–15 pages is usually plenty
• Actionable – they can actually do something with it
• Relevant to your main service – leads naturally towards working with you

Examples:

• “7 Things to Fix on Your Website Before Paying for Traffic”
• “The Small Business Guide to Cutting Acquisition Costs by 30%”
• “A 14-Day Reset Plan for Stressed Professionals”

Notice: each one speaks to a clear pain and offers a structured solution.

Structure of a high-converting PDF

You don’t need to write a novel. Try this simple outline:

1. Cover page
   • Title, subtitle, your brand name/logo
2. Short introduction (1–2 pages)
   • Who this is for
   • What problem it solves
   • What they’ll be able to do after reading
3. The core framework (3–5 sections)
   • Step-by-step explanation
   • Simple checklists
   • Visuals or diagrams if you can
4. Quick wins section
   • 3–5 actions they can implement today
5. Soft invitation
   • “If you’d like help implementing this, here’s how we work with clients.”
   • Link to a call booking or enquiry form

Your Google traffic then sees an offer like:

“Free guide: How to turn your website into a lead machine (without redesigning everything).”

This feels helpful, not pushy.

Step 3: Build a free calculator that actually solves something

If a guide gives context, a calculator gives a personalised answer.

People love calculators because they turn abstract questions into concrete numbers.

Types of calculators you can create

Think about your business. What do people obsess over?

• Cost
  • “How much will this cost me?”
  • Example: “Campaign budget calculator”, “Renovation cost calculator”
• Savings
  • “How much can I save if I do this?”
  • Example: “Ad spend savings calculator”, “Energy bill savings calculator”
• Return on investment (ROI)
  • “What will I get back if I invest?”
  • Example: “Lead generation ROI calculator”, “Software ROI calculator”
• Time
  • “How long will this take?”
  • Example: “Project timeline calculator”, “Implementation time estimator”

How to use calculators for lead generation

1. Put the calculator on its own clean landing page
   • Short headline about the outcome
   • A few lines of context (“Answer a few questions and get your estimate”)
2. Keep the inputs simple
   • 3–7 fields max
   • Use language your customer actually understands
3. Gate the detailed results (gently)
   • Show a basic result immediately (e.g. a rough range)
   • Offer a more precise, personalised breakdown in exchange for their details
   • “Enter your name and e-mail to get a full breakdown sent to your inbox.”

Now your Google traffic has two options:

• Take the guide if they’re educating themselves
• Use the calculator if they’re closer to making a decision

Both paths end with a lead in your CRM, not a bounce.

Step 4: Use sitelinks and smart navigation to guide intent

On Google, your core text isn’t the only thing people can click.

You can add extra links beneath your main link (commonly called sitelinks in search campaigns). These allow you to direct visitors to different high-intent pages based on what they care about most.

What should you link to?

Think of 3–5 pages that genuinely support a buying decision:

• The lead magnet landing page
• The calculator page
• A “How it works” or “Process” page
• A case study or success stories page
• A pricing overview or “Who this is for / not for” page

By doing this, you honour different kinds of intent:

• Some people want to learn → they click the guide
• Some people want to calculate → they click the calculator
• Some people want proof → they click case studies
• Some are almost ready → they go to “How it works” or “Pricing”

Instead of forcing everyone through the same door, you give them multiple, relevant doors—without spending more to get them there.

Step 5: Write search-friendly headlines and descriptions

Once the structure is in place, then you focus on the words that appear on Google.

These are small, but they carry a lot of weight.

Start with the search term itself

If someone types “B2B lead generation system”, they want to see that phrase (or something very close) in your headline.

For each theme you identified in your keyword research:

1. Use one or two headlines that closely match the search phrase
2. Use additional headlines that speak to outcomes and objections

For example, if your theme is “website not converting”:

• “Turn Your Existing Website into a Lead Engine”
• “What to Fix Before Paying for More Traffic”
• “Stop Losing Leads on Your Own Landing Pages”

Connect the dots in the description

Your descriptions don’t have to be clever. They just need to clearly say:

• What problem you solve
• What you’re offering right now (guide, calculator, etc.)
• What happens next

For example:

“Struggling to get leads from Google? Get a free, step-by-step guide and calculator that shows exactly what to fix on your website and where to focus first.”

Simple, conversational, and focused on value.

Step 6: Strengthen trust with images and video

Text gets them interested. Visuals help them believe.

When you’re running search, display, Performance Max, or YouTube campaigns, you’ll often be asked for visuals. Instead of treating these as an afterthought, use them to communicate clarity and calm.

Types of visuals that work well

• Clean interface shots
  • Show your dashboard, tool, or framework in use
• Before/after graphics
  • “Before: random clicks, no leads. After: a clear pipeline.”
• Short explainer videos
  • 30–60 seconds walking through what they’ll get with your guide or calculator
• Behind-the-scenes snippets
  • You explaining something on a whiteboard
  • A quick screen recording summarising the process

You don’t need a big production team.
You can even use modern AI tools like Gemini 3 or Veo 3.1 to draft visuals and short clips, then refine what feels most aligned with your brand.

The key is that everything feels human, calm and clear—not like a loud commercial.

Step 7: Plug everything into your CRM and follow-up system

Getting the click is half the story.
What you do after they download the guide or use the calculator is where the real lead engine takes shape.

How to connect the dots

1. Connect your forms to your CRM
   • Every guide download and calculator submission should automatically create or update a contact record.
2. Tag leads based on what they requested
   • “Guide: Website Fixes”
   • “Calculator: Lead Gen ROI”
     This tells you what they care about.
3. Trigger a short, helpful follow-up sequence
   For example, after they download a guide:
   • Day 0: Deliver the guide + quick overview of what to expect
   • Day 2: One practical tip from the guide, with a story or case study
   • Day 5: Answer a common objection or fear
   • Day 7: Soft invite to a conversation (“If you’d like help applying this, here’s how we can talk.”)

The tone should be advisory, not pushy.
Think “trusted consultant”, not “closer”.

Measure what actually matters

Instead of obsessing over surface metrics, keep an eye on:

• How many visitors become guide or calculator leads
• How many leads book a call or demo
• How many deals close from each path

Over time, you’ll see which keywords, guides, and calculators are responsible for real revenue—and you’ll know exactly where to reinvest.

Putting it all together: Your simple Google lead framework

Let’s zoom out and see the full picture:

1. You start with solution-based keyword research
   • Build campaigns around real problems and questions, not just job titles.
2. You offer a focused lead magnet (e-book/PDF)
   • One problem, one clear outcome, short and actionable.
3. You build a helpful calculator
   • Give a personalised estimate around cost, savings, ROI, or time.
4. You use extra links to guide intent
   • Lead magnet, calculator, “How it works”, case studies.
5. You write search-friendly headlines and descriptions
   • Mirror the search term and speak directly to outcomes and objections.
6. You support everything with visuals and videos
   • Show the process, the framework, and the transformation in a calm, human way.
7. You plug everything into your CRM and follow-up engine
   • Every visitor becomes a trackable contact, every contact gets a thoughtful sequence.

When you build this system, Google stops feeling like a slot machine and starts behaving like a consistent front door to your pipeline.