When I tell people I’m an Advertising Director, they assume I started in marketing. The truth is, my path was different. I spent years in customer service, operations, and training before moving into advertising. That unconventional background has given me a unique perspective on how lead generation actually works.
I spent six years taking calls, responding to emails, and chatting with customers across different industries like telecom, retail, financial services, and insurance. Every day, I heard questions, concerns, and the reasons people hesitated before making a decision. This experience taught me that people don’t buy features, they buy solutions to specific problems.
This directly impacts how I approach Google Ads today. I write ad copy by understanding the services a business offers and the pain points they solve for their customers. When you know what problems people are trying to solve, you can create messaging that speaks to those needs. Most importantly, you understand the difference between a curious click and a qualified lead.
Running day-to-day operations for a real estate team taught me something critical: getting leads is only half the battle. What you do with them determines success. I worked with various CRM platforms, managed appointment setting, handled lead follow-up, and tracked data to see what actually converted. I learned that 100 high-quality leads beat 1,000 mediocre ones every single time.
This shapes how I build Google Ads campaigns now. I don’t optimise just for volume. I optimise for leads that match our ideal customer profile and have the right intent level. We monitor how many leads come in and work closely with business owners to assess lead quality. Based on what we learn, we adjust our approach to improve results. Every campaign is designed with the entire conversion process in mind, not just the click.
I also spent time in training, where I managed recruitment, onboarding, and development for a team. I created SOPs, tracked performance metrics, and coached people on lead management and conversion. My background in training made me learn the importance of constantly learning. I stay up to date with new technologies, AI tools, and any innovations that can improve campaign performance. The same way I trained others, I train myself to adapt and evolve with the industry.
Now, when I set up Google Ads campaigns, I monitor the leads by working with the businesses we partner with to check lead quality and make adjustments based on what’s actually converting. It’s not just about generating clicks, it’s about making sure those clicks turn into valuable opportunities for the business.
With so many advertising options available like social media, content marketing, and influencer partnerships, it’s fair to ask: why Google Ads? Here’s the simple answer: Google Ads reaches people when they’re actively looking for what you offer.
Social media ads interrupt people during their downtime. They can work, but you’re competing with entertainment and personal connections for attention. Google Ads appear when someone is searching for a solution. They type in a specific question or problem, and your business shows up with an answer. You’re not interrupting, you’re responding to an active need.
From my customer service experience, I can tell you: someone who seeks you out is already halfway to buying. They know they have a problem. They’re looking for solutions. Your job is just to show them you’re the right choice.
Google Ads lets you target with incredible specificity. You can focus on exact keywords people search for, specific locations where you operate, times when your team can respond, devices that match your audience behaviour, and people at different stages of the buying process. This precision means your budget works harder. You’re not paying for clicks from people who will never buy. You’re investing in reaching people who are genuinely interested and ready to engage.
Google Ads can start generating leads quickly, while other strategies like SEO build long-term visibility and social media creates ongoing engagement. Each channel has its place in a complete digital marketing strategy. The beauty of Google Ads is its immediacy and measurability. Every dollar can be tracked back to specific results.
From my operations background, I know the value of quick response times. The first business to respond to a lead has a massive advantage. Google Ads puts you in front of prospects the exact moment they need you.
My journey from customer service to operations to training to advertising wasn’t typical, but each role built on the last. Customer service taught me what prospects actually care about and how to address their concerns effectively. My years as a lead manager and later as director of operations taught me how to build systems that scale and track performance metrics that actually matter. Operations showed me how to manage leads efficiently and optimise for conversion, not just volume. Training reinforced the importance of continuous learning and adapting to new tools and technologies. Advertising lets me apply all of it to generate qualified leads that teams can convert.
Businesses still need Google Ads because intent-based marketing works. When someone actively searches for what you offer, being present in that moment is invaluable. Your potential customers are searching right now. The question isn’t whether to use Google Ads, it’s whether you want to be there when they’re looking, or let your competitors answer instead.
The best lead generation strategies don’t just get attention. They connect businesses with people who are actively seeking solutions. And that’s exactly what Google Ads does.
Ready to improve your lead generation strategy? Let’s talk about how to turn searches into qualified leads.
