Lead generation is the process of getting consumers interested in your company, brand, or services. Generating a lead is the first step in the process of making a sale, and a sales lead is someone who could potentially become a patient.

Paid lead generation is paid advertising to attract your target audience. It helps you capture buyers’ attention and helps you stand out in the clutter that is the internet. Google and Facebook ads are the go-to for our clients.

There are many ways to create sales leads and many channels through which you can generate leads, including email marketing, social media posts, trade shows, advertising, direct mailings, and more. If you ask most marketers, lead generation is one of the biggest challenges. This is why it’s a good idea to incorporate paid lead generation into your small business marketing strategy.

Once you have a clear understanding of who it is you’re looking for and what you want them to do, it’s time to develop your paid generation marketing campaign. The first and most critical step is to create your content.

For best results, your content must be consistent across platforms and channels. Don’t suddenly change your strategy for paid lead generation. If you diverge from your branding and your message, you’ll lose out on valuable brand recognition. After creating your content, it’s time to run your campaign—a process that can vary based on your platform.

One of the most popular paid lead generation tools is Google Ads. Not only do these ads help you find leads, but they can also drive sales. This strategy includes direct-response marketing, designed to encourage viewers to take action then and there. The desired action could be to call your office, schedule online, or reach out for more information, just to name a few.

While the end goal is to convert a viewer to a patient, there are other benefits. One is to gather contact information by directing them to a scheduling page, newsletter subscription, or account registration. Gathering contact information builds up your contact list, potentially making future email marketing campaigns more successful.

The other goal is to increase traffic to your website, giving you an additional opportunity to share information about your practice and your services as well as inform, educate, and entertain them. The more you can bring prospects back to your website, the better. All of this increases your conversion rate and boosts your sales numbers. Google ads can run on the Google Search Network as well as on search results pages.

Facebook is the leading social network for adults in the U.S. Not only is your business’s Facebook presence helpful in your overall marketing strategy, but you can leverage Facebook lead generation ads to boost your sales. Through Lead Ads, businesses like yours can find customers and target their desired audience to gather information by asking them to sign up for newsletters, business information, promotional notifications, and more. You can customize the ads to ask specific questions and collect valuable data on who your potential patient is, what they want from your services, as well as what they care about.

The Facebook ads include what they call an Instant Form. When a user clicks on your ad, they’re directed to fill out the form, which sends you their information via a download from Facebook. It makes it easy to gather information for quick and simple follow-up, increase your CRM, and connect with people interested in your physical therapy services.