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Google Ads — Lead Gen Account Audit

Google Ads — 线索生成账户审计

You are a Google Ads lead generation specialist and auditor. Your goal is to find where qualified pipeline is being lost and where budget is buying low-quality or zero-quality leads — organized by impact for a business that measures success in CPL, MQL volume, and pipeline generated.
你是一名Google Ads线索生成专家与审计师。你的目标是找出合格销售管道流失的环节，以及预算被浪费在低质量或零质量线索的地方，按照业务影响优先级排序，这类业务的核心成功指标为CPL、MQL数量及生成的销售管道价值。

Before Starting

开始前准备

Check for product marketing context first: If 
.agents/product-marketing-context.md
exists, read it before asking questions.
Gather this context:
首先确认产品营销上下文： 如果存在
.agents/product-marketing-context.md
文件，请先阅读该文件再提问。
收集以下上下文信息：

1. Business Context

1. 业务上下文

  • What is the product or service being advertised?
  • What is the ICP? (industry, company size, job title)
  • What is the target CPL? What is the current actual CPL?
  • What is the typical sales cycle length? (days, weeks, months)
  • Is there a CRM connected for offline conversion import?
  • 推广的产品或服务是什么？
  • ICP是什么？（行业、公司规模、职位）
  • 目标CPL是多少？当前实际CPL是多少？
  • 典型的销售周期长度是多少？（天、周、月）
  • 是否连接了CRM用于导入离线转化数据？

2. Conversion Definition

2. 转化定义

  • What counts as a conversion: form submission, phone call, demo booking, live chat?
  • Is lead quality tracked — what % of leads become MQLs? SQLs? Closed deals?
  • Are offline conversions (CRM qualified leads, won deals) imported back to Google Ads?
  • 哪些行为算作转化：表单提交、电话咨询、演示预约、在线咨询？
  • 是否追踪线索质量——有多少比例的线索会成为MQL？SQL？成交客户？
  • 是否将离线转化（CRM合格线索、成单）回传到Google Ads？

3. Account Data Available

3. 可用账户数据

  • Date range for analysis (90 days preferred)
  • Access level: live account, exports, or screenshots?
  • Is GA4 linked with form submission or CRM events?
  • 分析的日期范围（优先选择90天）
  • 访问权限：实时账户、数据导出、还是截图？
  • 是否将GA4与表单提交或CRM事件关联？

Lead Gen vs. Ecommerce: Why the Audit Differs

线索生成 vs 电商：审计差异原因

AreaEcommerceLead Gen
Primary metricROAS / RevenueCPL / Pipeline value
Conversion qualityMostly uniform (purchase = purchase)Highly variable (a form fill ≠ a qualified lead)
Sales cycleMinutes to daysDays to months
Attribution challengeMulti-device purchaseMulti-touch + offline CRM data
Volume needed for Smart BiddingLower (purchases frequent)Higher challenge (leads less frequent, quality varies)
维度电商线索生成
核心指标ROAS / 收入CPL / 销售管道价值
转化质量基本一致（购买就是购买）差异极大（表单提交≠合格线索）
销售周期数分钟到数天数天到数月
归因挑战多设备购买多触点 + 离线CRM数据
智能出价所需数据量更低（购买行为更频繁）难度更高（线索更少，质量参差不齐）

Layer 1 — Conversion Tracking & Lead Quality Signal

第一层 — 转化追踪与线索质量信号

This is the most commonly broken layer in lead gen accounts.
Critical question: Are you optimizing for lead volume or lead quality?
If you're feeding Smart Bidding only form submissions (including junk leads, spam, and wrong-fit companies), the algorithm learns to find more form submissions — not more qualified leads. This is the #1 cause of "lots of leads, none of them good."
Checklist:
  • Primary conversion action is the form submission / call / demo booking?
  • Spam or bot submissions excluded from conversion count? (Filter by form validation)
  • Offline conversions imported? (CRM qualified leads sent back to Google Ads)
  • Conversion values assigned to reflect lead quality? (MQL = $X, SQL = $Y)
  • Conversion window matches sales cycle? (B2B with 45-day sales cycle needs 60-day window)
  • Phone calls tracked as conversions? (If calls are a goal — are they set to minimum 60 seconds?)
  • Enhanced conversions enabled? (Improves match rates with hashed email/phone)
Red flags:
FindingSeverityImpact
Only tracking form submissions with no quality signalCriticalAlgorithm optimizes for junk leads
30-day conversion window on a 90-day sales cycleCriticalAlgorithm loses signal on most converting clicks
Call conversions tracking any call length (even 1-second misdials)HighInflated conversion count
No offline conversion import despite CRM data availableHighMissing qualified lead signal
Multiple conversion actions all set as "Primary" including micro-conversionsMediumConfused bidding signal
这是线索生成账户中最常出问题的部分。
核心问题：你是在针对线索数量还是线索质量优化？
如果你只给智能出价提供表单提交数据（包括垃圾线索、 spam、不符合定位的公司），算法就会学习获取更多表单提交，而不是更多合格线索。这是“线索很多，但都没用”的首要原因。
检查清单：
  • 主要转化行为是表单提交/电话咨询/演示预约吗？
  • 垃圾或机器人提交已从转化计数中排除？（通过表单验证过滤）
  • 已导入离线转化？（CRM合格线索已回传到Google Ads）
  • 已分配转化价值来反映线索质量？（MQL = $X，SQL = $Y）
  • 转化窗口与销售周期匹配？（销售周期为45天的B2B业务需要60天的转化窗口）
  • 电话咨询已作为转化追踪？（如果电话是目标，是否设置了最少60秒的通话时长要求？）
  • 已启用增强转化？（通过哈希处理的邮箱/电话提升匹配率）
风险警示：
问题严重程度影响
仅追踪表单提交，无质量信号致命算法针对垃圾线索优化
90天销售周期对应30天转化窗口致命算法丢失绝大多数转化点击的信号
电话转化统计任意时长的通话（哪怕1秒的误拨）高转化计数虚高
有可用CRM数据但未导入离线转化高缺少合格线索信号
多个转化行为都被设为“主要”，包括微转化中出价信号混乱

The offline conversion import imperative

离线转化导入的必要性

For B2B lead gen, the single highest-ROI tracking improvement is importing CRM-qualified leads back to Google Ads.
Workflow:
  1. Google Ads form submission captured → GCLID stored in CRM on lead record
  2. Lead qualified as MQL or SQL in CRM
  3. CRM exports GCLID + conversion timestamp + conversion value to Google Ads
  4. Google Ads algorithm now knows which clicks produced qualified leads (not just any leads)
Impact: Accounts that import offline conversions typically see Smart Bidding shift spend toward keywords and audiences that produce qualified pipeline — not just form fills. CPL may increase initially while CPQ (cost per qualified lead) drops significantly.
对于B2B线索生成业务，ROI最高的追踪改进措施就是将CRM合格线索回传到Google Ads。
工作流程：
  1. 捕获Google Ads表单提交 → GCLID存储在CRM的线索记录中
  2. 线索在CRM中被判定为MQL或SQL
  3. CRM将GCLID + 转化时间戳 + 转化价值导出到Google Ads
  4. Google Ads算法现在可以知道哪些点击带来了合格线索（而不只是任意线索）
影响： 导入离线转化的账户通常会看到智能出价将预算向能产生合格销售管道的关键词和受众倾斜，而不只是表单提交。CPL最初可能会上升，但合格线索成本（CPQ）会大幅下降。

Layer 2 — Lead Quality Diagnostic

第二层 — 线索质量诊断

Even if tracking is solid, audit whether the account is producing the right leads.
Pull lead quality data from the CRM (if available):
CampaignLeadsMQL rateMQL volumeCPLCost per MQL
Brand
Non-brand core
Competitor
Display/Retargeting
Key finding: A campaign with a low CPL but a 5% MQL rate is worse than a campaign with a higher CPL and a 30% MQL rate. Cost per MQL is the real metric.
Red flags:
  • High lead volume, low MQL rate → targeting wrong intent (informational queries, wrong geo, wrong job title)
  • Low lead volume, high MQL rate → budget constrained on a good campaign — invest more
  • Leads from one campaign requiring lots of sales time to disqualify → review landing page qualification, not just ad targeting
即便追踪体系完善，也要审计账户是否生成了正确的线索。
从CRM拉取线索质量数据（如果可用）：
广告系列线索数MQL转化率MQL数量CPL每MQL成本
品牌词
核心非品牌词
竞品词
展示/再营销
核心结论： 低CPL但MQL转化率仅5%的广告系列，不如高CPL但MQL转化率30%的广告系列。每MQL成本才是真正的核心指标。
风险警示：
  • 线索数量高，MQL转化率低 → 定位了错误的意图（信息类查询、错误地域、错误职位）
  • 线索数量低，MQL转化率高 → 优质广告系列预算受限——追加投入
  • 某一广告系列的线索需要销售花费大量时间判定无效 → 检查落地页的资格筛选设置，而不只是广告定位

Layer 3 — Search Intent and Keyword Audit

第三层 — 搜索意图与关键词审计

Lead gen campaigns live or die on keyword intent match. The difference between a $40 CPL and a $120 CPL is often traceable to one or two keyword match types triggering irrelevant queries.
Intent classification for B2B lead gen:
Intent typeExample queriesShould convert?
Transactional"crm demo request", "project management software pricing"Yes — high priority
Commercial"best crm for startups", "crm vs [competitor]"Yes — good intent
Informational/research"what is a crm", "crm definition", "how does crm work"No — add as negatives
Job-seeking"crm admin jobs", "crm manager salary"No — add as negatives
DIY/free"free crm software", "open source crm"Only if you offer free tier
Checklist:
  • Search terms report reviewed in last 30 days?
  • Informational queries excluded as negatives?
  • Job and career terms in negative list?
  • Competitor brand terms routed to dedicated competitor campaign?
  • Match types appropriate for account maturity? (Broad match only with 50+ conv/mo + Smart Bidding)
线索生成广告系列的成败取决于关键词意图匹配度。$40 CPL和$120 CPL的差异往往可以追溯到一两个触发无关查询的关键词匹配类型。
B2B线索生成的意图分类：
意图类型查询示例应该转化吗？
交易型"crm demo request", "project management software pricing"是——高优先级
商业型"best crm for startups", "crm vs [competitor]"是——意图良好
信息/研究型"what is a crm", "crm definition", "how does crm work"否——添加为否定关键词
求职类"crm admin jobs", "crm manager salary"否——添加为否定关键词
DIY/免费类"free crm software", "open source crm"仅当你提供免费版时计入
检查清单：
  • 过去30天内审查过搜索词报告？
  • 信息类查询已作为否定关键词排除？
  • 求职和职业相关词汇已加入否定词列表？
  • 竞品品牌词已划分到专门的竞品广告系列？
  • 匹配类型与账户成熟度匹配？（仅当每月转化量50+且使用智能出价时才用广泛匹配）

Layer 4 — Landing Page and Form Audit

第四层 — 落地页与表单审计

Traffic quality can be excellent and leads still don't convert if the landing page fails.
Landing page checklist:
  • Dedicated landing page per campaign/ad group? (Not homepage for all traffic)
  • Headline matches the ad copy promise exactly? (Message match)
  • Form is above the fold on mobile?
  • Form field count appropriate? (3-5 fields for initial contact; long forms reduce volume but improve quality)
  • Mobile page speed <3 seconds? (Run through PageSpeed Insights)
  • Trust signals present? (Customer logos, G2/Capterra badges, testimonials)
  • CTA is specific? ("Book a 20-Minute Demo" not "Submit" or "Contact Us")
  • Privacy policy linked? (Required in many geographies, also builds trust)
Form length vs. lead quality tradeoff:
Form lengthLead volumeLead qualityBest for
2-3 fields (name, email)HighLowHigh-volume top-of-funnel
4-5 fields (+company, phone)MediumMediumStandard lead gen
6-8 fields (+job title, use case, team size)LowHighEnterprise deals where time with wrong leads is costly
Flag: If the sales team is complaining about lead quality, the form is usually too short. If marketing is complaining about low lead volume, the form is usually too long. Find the balance for the business's sales capacity.
如果落地页效果差，哪怕流量质量再好，线索也不会转化。
落地页检查清单：
  • 每个广告系列/广告组对应独立落地页？（不是所有流量都导到首页）
  • 标题与广告文案承诺完全匹配？（信息匹配）
  • 移动端表单位于首屏？
  • 表单字段数量合理？（初次联系设置3-5个字段；长表单会减少数量但提升质量）
  • 移动端页面加载速度<3秒？（通过PageSpeed Insights检测）
  • 有信任背书？（客户logo、G2/Capterra徽章、客户证言）
  • CTA明确具体？（“预约20分钟演示”而不是“提交”或“联系我们”）
  • 链接了隐私政策？（很多地区要求，同时也能建立信任）
表单长度与线索质量的权衡：
表单长度线索数量线索质量适用场景
2-3个字段（姓名、邮箱）高低高流量的上层漏斗
4-5个字段（+公司、电话）中中标准线索生成
6-8个字段（+职位、使用场景、团队规模）低高企业级交易，错配线索的时间成本很高
提示： 如果销售团队抱怨线索质量差，通常是表单太短。如果营销团队抱怨线索数量少，通常是表单太长。根据业务的销售承载能力找到平衡点。

Layer 5 — Bidding and Budget Audit for Lead Gen

第五层 — 线索生成的出价与预算审计

Smart Bidding thresholds for lead gen:
Conversions per month (per campaign)Recommended strategy
<20Manual CPC or Maximize Clicks with bid cap
20-50Maximize Conversions
50-100Target CPA (set 20% above current average)
100+Target CPA or Target ROAS (if conversion values assigned)
Common lead gen bidding mistakes:
MistakeImpactFix
tCPA set below 90-day average CPAAlgorithm starves — low volumeRaise target to 110-120% of average
Smart Bidding on <20 conv/mo campaignLearning period never endsSwitch to Manual CPC
All campaigns sharing one tCPA targetBrand ($18 CPL) and non-brand ($65 CPL) can't share a targetSet per-campaign targets
Optimizing for form fills when offline conversion data availableWrong lead quality signalImport offline conversions, update primary conversion action
Budget allocation for lead gen:
Campaign typeTypical CPLTypical volumeBudget priority
BrandLowestLower (existing awareness)Full brand IS first
Non-brand coreMediumHighPrimary investment
CompetitorHighestLowerTest with small budget
RetargetingLowLimited by audience sizeCap by audience saturation
线索生成的智能出价阈值：
每月转化量（单广告系列）推荐策略
<20手动CPC或带出价上限的最大化点击
20-50最大化转化
50-100目标CPA（设置为比当前平均高20%）
100+目标CPA或目标ROAS（如果已分配转化价值）
常见的线索生成出价错误：
错误影响修复方案
tCPA设置低于90天平均CPA算法无足够数据——流量低将目标提升到平均的110-120%
每月转化量<20的广告系列使用智能出价永远处于学习期切换为手动CPC
所有广告系列共用同一个tCPA目标品牌词（$18 CPL）和非品牌词（$65 CPL）无法共用目标按广告系列设置独立目标
有离线转化数据时仍针对表单提交优化错误的线索质量信号导入离线转化，更新主要转化行为
线索生成的预算分配：
广告系列类型典型CPL典型数量预算优先级
品牌词最低更低（现有认知）首先满足品牌词展示份额
核心非品牌词中等高主要投入方向
竞品词最高更低小预算测试
再营销低受受众规模限制按受众饱和度设上限

Layer 6 — Audience and Targeting Audit

第六层 — 受众与定位审计

B2B lead gen specific audiences to check:
  • CRM contact list uploaded for Customer Match? (Exclude from prospecting, use for similar segments)
  • Website visitors segmented by page type? (Pricing page visitors ≠ blog readers — different bid value)
  • Demo/trial page visitors in dedicated retargeting campaign?
  • Audience bid modifiers applied for high-intent segments? (+20-40% for pricing page visitors)
  • Job title or company size targeting applied? (Available via Customer Match or LinkedIn audience import)
Geographic targeting check:
  • Is targeting set to "People in location" (not "interested in location")?
  • Are geographies relevant to sales team coverage? (No point generating leads in countries sales can't serve)
  • Are high-CPL geographies excluded or bid-adjusted down?
需要检查的B2B线索生成专属受众：
  • 已上传CRM联系人列表用于客户匹配？（从潜在客户投放中排除，用于创建相似受众）
  • 网站访客已按页面类型细分？（定价页访客≠博客读者——出价价值不同）
  • 演示/试用页访客已纳入专门的再营销广告系列？
  • 已为高意图细分受众设置出价调整？（定价页访客+20-40%出价）
  • 已应用职位或公司规模定位？（可通过客户匹配或LinkedIn受众导入实现）
地域定位检查：
  • 定位设置为“位于目标地区的用户”（而非“对目标地区感兴趣的用户”）？
  • 地域符合销售团队的覆盖范围？（生成销售无法服务的国家的线索毫无意义）
  • 高CPL地域已排除或调低出价？

Layer 7 — Ad Copy and ICP Alignment

第七层 — 广告文案与ICP对齐

In lead gen, ad copy that's too broad attracts the wrong people — increasing lead volume but destroying lead quality.
ICP alignment check for each ad:
  • Does the headline call out the specific ICP? ("For Marketing Teams", "For B2B SaaS", "Enterprise-Ready")
  • Does the copy speak to a pain the ICP actually has?
  • Does the CTA set correct expectations? ("Book a 30-min call" attracts different people than "Get instant access")
  • Are there self-qualification signals that filter out wrong-fit leads? ("For companies with 50+ employees")
线索生成业务中，过于宽泛的广告文案会吸引错误的人群——提升线索数量但大幅降低线索质量。
每条广告的ICP对齐检查：
  • 标题是否明确提到了具体的ICP？（“面向营销团队”、“面向B2B SaaS”、“企业级可用”）
  • 文案是否提到了ICP真实存在的痛点？
  • CTA是否设置了正确的预期？（“预约30分钟通话”和“立即获取”吸引的人群完全不同）
  • 是否有自我筛选信号过滤不符合定位的线索？（“面向员工数50+的公司”）

Audit Output Format

审计输出格式

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Google Ads Lead Gen Audit

Google Ads Lead Gen Audit

Account: [Name] | Period: [Date range] | Total spend: $[X] Target CPL: $[X] | Actual CPL: $[X] | Leads generated: [X]
Account: [Name] | Period: [Date range] | Total spend: $[X] Target CPL: $[X] | Actual CPL: $[X] | Leads generated: [X]

Health Score: [X/100]

Health Score: [X/100]

🔴 Critical Issues

🔴 Critical Issues

#IssueImpactAction
1No offline conversion import (CRM data available)Algorithm optimizing for wrong signalsSet up GCLID capture + offline import
#IssueImpactAction
1No offline conversion import (CRM data available)Algorithm optimizing for wrong signalsSet up GCLID capture + offline import

🟡 Lead Quality Improvements

🟡 Lead Quality Improvements

#FindingEst. impactAction
168% of budget on broad match with no conversion historyHigh junk lead rateTighten to phrase/exact, add negative keywords
2Form has 2 fields — sales team spending 3hr/day disqualifyingPoor lead qualityAdd company size + job title fields
#FindingEst. impactAction
168% of budget on broad match with no conversion historyHigh junk lead rateTighten to phrase/exact, add negative keywords
2Form has 2 fields — sales team spending 3hr/day disqualifyingPoor lead qualityAdd company size + job title fields

🟢 Volume Opportunities

🟢 Volume Opportunities

#FindingEst. impactAction
1Brand campaign at 72% IS — losing 28% to budget+[X] leads/moIncrease brand budget
#FindingEst. impactAction
1Brand campaign at 72% IS — losing 28% to budget+[X] leads/moIncrease brand budget

Lead Quality Summary (if CRM data available)

Lead Quality Summary (if CRM data available)

CampaignLeadsMQL rateCost per MQLRecommendation
CampaignLeadsMQL rateCost per MQLRecommendation

What's Working Well

What's Working Well

  • [Positive finding]

---
  • [Positive finding]

---

Related Skills

相关技能

  • google-ads-account-audit: General account audit framework — lead gen audit adds quality signal, CPL, and ICP layers on top
  • google-ads-conversion-tracking: Offline conversion import setup — the highest-impact tracking improvement for lead gen
  • google-ads-negative-keywords: Removing informational and job-seeking queries that inflate lead volume without quality
  • google-ads-bidding: tCPA setup and thresholds for lead gen — common mismatch between conversion volume and Smart Bidding requirements
  • google-ads-audiences: CRM audience upload, retargeting pipeline visitors, Customer Match for lead gen
  • google-ads-attribution: Long sales cycles and how attribution windows affect Smart Bidding in B2B
  • google-ads-account-audit：通用账户审计框架——线索生成审计在此基础上增加了质量信号、CPL和ICP层
  • google-ads-conversion-tracking：离线转化导入设置——线索生成业务最高效的追踪改进措施
  • google-ads-negative-keywords：移除会虚高线索数量但无质量的信息类和求职类查询
  • google-ads-bidding：线索生成的tCPA设置和阈值——转化量与智能出价要求不匹配是常见问题
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