Here’s the Secrets to PPC the Experts Don’t Want you to Know

Welcome back to our PPC masterclass, a Bayman Collective, we got Brandon Bayman here. We've been talking about why PPC, how Google works, effective bidding strategies, how to leverage or understand location, as well as budget strategies. And today we're gonna be talking about lead quality secrets. And this is an interesting concept, right? So lead quality, why is this something worth talking about here? Well, I'm trying to think of any reason it wouldn't be worth talking about lead quality. I mean, that's all, like if you could take a business and cut the number of leads that they get in half and have them do the same revenue, I don't know anybody that wouldn't take that deal. - Well, we're somewhat secrets here. So like what are the secrets behind it? - Okay, well, we'll get to that. We'll get to that. I mean, there won't be secrets anymore. But yeah, the, here's the thing with PPC. So most of the people that are working with some other company and they choose to work with us, they're comparing the results beforehand. Like I just, for example, we just had a, we said an audit with somebody where we look at their stuff and they're just like, I need a lower cost per lead. And what I basically told them is, you're not gonna get a lower cost per lead, but we'll get you a better return investment. The way we're gonna do that is we're actually gonna drive your lead cost up and we're gonna drive your lead quality up so much that it surpasses the increasing cost and it becomes worth it for you to do that. And they're like, you know what, actually, I don't want lower lead cost. Now I want better lead quality. Like that's what matters to me. So lead quality obviously matters a ton. The thing is how you get it and Google ads is so different from what people think. And because of that, because people just don't understand it, because it works different from other channels, then it's just commonly overlooked. And not a lot of people are actually optimizing really well for lead quality in this industry. 'Cause if you look at, like let's just say, you have bad lead quality on a cold call campaign. What do you do? Train the co-callers? Get different data sources? Okay. What about like a direct mail campaign? What do you do? With the lead quality is poor. Then again, I look at data source and I look at maybe the messaging on the direct mail piece. Okay, 100%. So those things that you just said for those other channels, and it's pretty true across most of them, it's the exact thing that people try to use when they come to PPC. They say, I want different targeting. And I want different messaging. That's not the strategy that you use in PPC to get better quality though. And it's not like you don't do those things. Like at the end of the day, if you do this right, you'll end up targeting better. And you'll end up with, like the messaging, that kind of applies to PPC. It's more the targeting that doesn't. So yeah, you do want, you like you will end up getting better messaging. You will end up getting better targeting. But the way you get there, nobody expects. That's what those people obviously don't expect to actually go there. I'm going to talk about some of the things. Like we've been lent to tons of stuff. So I'm super proud of it's taking our number of leads per contract down over time across our clients. And the way we do that is specifically through getting the best quality leads that we can. And here's the really neat thing about doing your PPC. You can focus on what gets you contracts and what gets you deals. Like if I'm like a paper lead company and I'm focused on the quality, what I'm focused on is creating leads that can't be refunded. Which means I hit that quality standard of like, not refundable. Yeah, like they, it has to be an actual house and actual phone number. For some people, that's what lead quality is. If that's your standard of lead quality, then our leads suck a lot of the time. Like you'll have like phone numbers that are drawn in there. You'll have like some fields in there, but not others. Because the way we do it is we'll ask for like minimal information at the beginning of a form. And then we ask for the rest of the information as we go along. So we get the highest likelihood of conversion. But then we also get all the information we want for 80% of people, but not 100%. So like lead quality from the standpoint of like, those things were actually pretty bad at. Lead quality from the standpoint of can we get deals that turn into contracts, pretty good at. So let's talk about some strategies that we can use there. Add copy is a pretty common one. And this one's actually like one of the most basic simple ones. And you would think that everybody has implemented. But I think the reality is like most people running PPC with an agency haven't even read their ad copy. Really? They don't know what they're saying most likely. And marketers are looking at the wrong things. So here's what happens like in a traditional agency. I am a marketer. I write a bunch of stuff for my ad copy. I try to write the things that I think people are going to want to click on. That seems to make sense, right? And then I see which ones are getting the most leads. And then I just focus most on those ads. And I probably AB tests some. I get rid of the bad ones. Or if I'm not doing that, Google does that. Because they have something called a responsive search ad where you put in a bunch of headlines and then just dynamically optimizes towards the best headlines. So that's how it would typically work. And it seems fine, right? Here's the thing. What if one of your ads says, we'll pay more for your house than anybody else? And your other ad says, we buy houses in any condition. What's different about the person that clicks one of those versus the person who clicks the other? I want to stop $1 once my house sold now. Yep. So the kind of ad copy you put out there attracts the type of person that ends up coming to your ad. Attracts and repels. And repels. Yeah, that's a great point. So a lot of people are just focused on, can I guess I mean, that attracts all the right people? And then if it also attracts other people, they're not that concerned about it. They're like, the person who is really motivated, they would also click on the, it's not like they wouldn't click on the one that says they'll get the most money. Because they also want that. But the difference is the one that doesn't say that they'll get the most money. Only the right person clicks that, not the wrong person. We have to remember, we're doing paper click marketing. So every time someone clicks, that's not the right person. That's costing us money. So costing us money and reducing our quality if they're not filling out the form. Yeah, or even if they are filling out the form, maybe we're getting the wrong kinds of leads that are really motivated by something. So you'd be surprised to know people I talk to, that are like, oh, I'm so frustrated with my PPC, all I can get is retail sellers. Meanwhile, I see an ad in their PPC account that's just like screaming to retail sellers. Like, hey, if you want full-fout market price for your home, please come here. And I'm not saying you should write ads that say, like, that's been coming up more and more. I'm gonna sell training calls. I might need to ask them, hey, go look at your campaigns. Yeah, and the truth of it is, like you can't get upset at people for wanting a full market value for their house. Like no matter what you do, you're gonna get those people. But this is all about percentages. Yeah. And like, how do you steer away from that? And like, you don't want to like intentionally be going down that route. And it's a super common thing. So the, but the thing is, this is why this happens all the time. 'Cause the PPC ad managers in there and they're like, oh, this ad's killing it. Look at my click-through rate. Look at my conversion rate. And meanwhile, it's just not best. Or it's not best for the company. So when you write an ad, you want it to do two things. You want it to qualify and convert. Most people focus on making it convert, but they don't care about if it qualifies or not. The same thing's true for like your landing page. This is all messaging that you have. If I have a landing page that says like, get a cash offer with the click of a button. What do you think that does? So the people who click-- You're affecting a cash offer. Yeah. And then I'm gonna call them and they're probably gonna say, oh, sorry. I thought you guys were like, car max for houses basically. Yeah. Or is it gonna be really relentless with what you offer? Yeah, exactly. And so those kinds of things, where it's like a little thing, and then it just like, the mistake gets kind of hidden in months to bunch of things. What is it? The crap always rolls downhill, right? Like it's just-- (laughs) It's funny. So if the message is wrong in the beginning, you're setting up your team for failure throughout the rest of the process. Yeah. So you want your landing page to attract the right kind of person. You want your ad to attract the right kind of person. So the way we do this is we have different themes. They're called ad groups of different things that people could be searching. And all of them have a really different form of intent. And then we write ads for each one of those. That's really specific to their intent. Because let's just say I type in, we buy houses fast on Google. Let's just an example. You have to think as an advertiser, what do you know about me? The only thing you know about me is that I probably want to sell a house fast. So what's a good ad to put in front of me? Probably something about speed, convenience. It's just a little seven days. Whatever. So you write an ad probably like that. And then I'm going to come to some landing page. And then what do you probably want to say on the landing page? Well, you probably want to talk about speed and convenience and how you get your offer, et cetera. Right. So what happens is it's like people are searching on Google for oranges. And then you show them an ad that's an apple. And then you show them on a landing page. Like, hey, you can get an apple. And then meanwhile, the sales seems calling them. And they're like, these people don't want oranges. It's not the right people. Yeah. Right. So it's all about creating this cohesive funnel. So we actually will have different landing pages. Her thing that someone searches on Google grouped out into different groups. And we'll even split test those. Do you have any pages for ad group? Yep. Man, that's awesome. In multiple per ad group that are tested against each other. Usually it's like a similar design, but the words are changed. So we'll do it dynamically with URL parameters. So the-- yes, you do that, which creates really coherence through it. So now to get like high conversion rates and high click through rates and stuff, you're not saying the evil thing of like, we'll just give you market value for your house. You're saying you search for this. We have exactly that. That you wanted. And you're attracting the right kind of people through the whole process. That's the best thing that you can do. Yeah, I can't remember. It was like Perry Marshall or Perry Belcher, where they thought about breadcrumbs, which is like your ad. This is not Google. Google, right? But there's like, there's an ad, maybe Google display ad, right? You got like a purple sweater and blue font and you click on that ad and the landing page has green sweaters and orange font and you just given this client massive cognitive dissonance. Like am I on the right page? I don't know on the right page, right? I clicked on this ad for purple sweater and I'm over here looking at green sweaters like what happened here? Yeah. And sometimes as marketers, we like, we way overestimate the cognitive resources that people are going to bring to our websites. Right. I had a situation. This was outside of real estate where like we were doing the same thing where this is back in the day, we were trying to like match the landing page to the thing. And and I tried like just matching it but like making it what I thought was a better landing page headline. And then I split tested that against one that was like literally just at the same thing the ad said on the landing page word for word. And it sounded way more dumb because ad headlines don't translate to lane page headlines super well. And that one worked better. Right. Because they didn't have to think to realize it was the same thing. It's just like. Civil continuation for sure. So it's yeah, it's like if someone uses the word fast, you probably want to use the word fast, not the word quick. Even though it means the same thing. It's easier for them. You have to picture every person surfing the internet like a toddler just bumping into stuff and not really thinking things. Well, we'll have short, short attention spans is I think they're saying like at this point where our attention spans are competitive with goldfish, which is like horrifying. Right. Yeah, that is that is extremely extremely horrifying. So you have to but you have to design your marketing pieces to reflect that. Yeah. And so the lowest comments denominator of the people who could be I'm not saying there's nobody's going to like think it through but there's going to be a lot of people who don't and that's that's really important. The same reason we prioritize like landing page load speeds really heavily because like if you're landing page load speed is slow, then you will lose people before the page even loads. Yeah, they got a swipe back or hit the back button. Yeah, and then Google hates you. Well, it's actually people don't realize how bad that is because on one hand, like yes, you lost that person and it's paid per click marketing. So you literally just paid for a click and then the next action that was supposed to happen was them senior page and that didn't even happen. Like that's like it's like it's like you're delivering direct mail to so that people but it goes the wrong mailbox or something like it's useless. The other thing is it'll lower your quality score and Google actually make you pay more for similar clicks because you're not actually adding value to their ecosystem and the way that they want you to add value to the ecosystem. So that's yeah, that's that's pretty bad. So anyways, I'd copy landing page copy just coherent simple message is really important. This next one is when we get a little bit more technical. So there's in Google, there's something called conversion tracking a conversion is kind of exactly what it sounds like it people ask is a conversion a lead is a conversion a deal. It's like a conversion is whatever you make it. Right. It's just it's what you're telling Google like I want this thing. So you could think of it like you're just running ad campaigns. And every time somebody does a certain action, then you give Google a high five. You say good job Google. Yeah. And then Google learns from that right. So so what happens is the way that 99% of marketers do this is a conversion is the submission of a lead form. Yeah, often. Yeah. Usually it's going to be like they feel the form after that they go to the next page when they're on the next page we fire the conversion action. Right. So I have people coming to me all the time that are like for example getting tons of listed leads because that's a problem with PPC because there will be people searching for like saw my house fast because it's on the market and not selling. It's been eight days on the market right in. Don't you understand? Yeah. Yeah. Or it happens a lot when like the market just cools off a little bit like so the realtor when they talk to him was like, oh yeah, we'll get off. It was like the first weekend and then you know by the time you actually get it listed that's not the circumstance that we're in anymore. So yeah, that happens all the time right. And then every time they get one of those leads they're basically like high five in Google saying, give me more of these. And then they're coming to me saying, I'm so frustrated. I have so many listed leads and I'm like, you're high five in Google every time you get a list of lead. Why are you doing this. So like how you how you felt how you report your conversions is really important. There's something called lead sculpting is another one of those things. I don't know if I made it up or if I stole it from somewhere else. I'm pretty sure we coined this term. I don't know for sure that we did so. Well, I heard from you. So I'll take credit. So the idea of lead sculpting is that you don't you like sculpt out some leads that are not just the type that you're looking for to give Google a little bit more relevant of a feedback signal that you are getting what you're wanting. So the idea is like instead of just when someone feels like the former report the conversion. Well, we would do like to tell you exactly how it leads sculpting works now we ask him a few questions and based on how they answer those questions. We would choose to report the conversion or not like one of those being is your property listed on the market. And if the answer is no, then that could be a conversion if it's yes, then it won't we also like scrub the phone number against a database of phone numbers to see is it a legitimate phone number. If it's not a legitimate phone number, we don't report a conversion. We also check like the IP address. If it's an out of country IP address, then we don't report it as a conversion because it's more likely to be spam. So there's all these like different things that we do and we filter it. So at the end of the day, we report last conversions. You know what I actually found out recently is we've started to gain a reputation in the industry. A month's other agencies is like the agency that has really poor converting landing pages is other agencies will look at our stuff. They'll be like, oh, they're only they only have like 10% conversion rate. They're landing page. Massuck meanwhile the way they would measure conversion rate as like all leads would be getting like 25%. But we're just cutting out a lot of those not kind of all those conversions and it makes it look ugly and platform you're like I'm paying so much money for these conversions. But you're they're more qualified and what that does is that trains Google on how to find more and more of those people that you're looking for and it makes us you're not giving Google like these irrelevant quality signals. Yeah, so basically it's. We're filtering out trying to think what I can't think of an appropriate example. So I'm trying to give some more thought here. Yeah, right. But you're basically. You're going shopping right you're going shopping here and yours you're only bringing back exactly like hey, I'm I would say I want to get a sandwich you say what kind of sandwich I said well, you know, I want roast beef, you know, mayo whatever right you go out and you bring me back. Roast, roast beef sandwich with mayo on it. It's other guy is just bringing back sandwiches and those instances he's feeling pretty good because he brought me more sandwiches. Yeah, but you brought me back exactly what I wanted 100% that that's exactly how it works or like. There's a pretty simple parallel here with cold calling that a lot of people don't understand like let's just say a cold color gives you a bad lead and then you go and message them and say that was amazing. Thank you. What's probably going to happen. See more of those bad leads. You could probably see more of those bad leads and Google works just the same way. So like people try to make Google evil forgiving them bad leads. Meanwhile, they're the ones. Positively affirming Google for the leads that Google is giving them. And this is where you have to be careful because if you were like some people say just optimize for deals. If you're just like feed deals as conversion actions, there's not nearly enough data points like Google has tens of thousands of predictive features. And we're like putting that together with two deals a month and it's supposed to learn like what's predictive. It's not enough data, right. It's like way longer to get the right data. Yeah, and still it needs a recency of data too. So Google needs usually at least about 30 actions on the conversion per month. Just to give you a little bit of an idea. So you should be getting one of whatever you optimize for per day. We have some ways around that we can talk about, but that's that's like for for normal people. That's that's what you want. Yeah, so that's a simple thing that you could do. And it's it's all happens on the landing page and all just happens with the form software. And it makes your metrics in the platform look really bad. But it changes your quality of your leads. Maybe use that to fix some pretty major issues with clients. So then you have Laura. Do you have lower quality score as far as Google keywords goes. They have a lower quality score because you're quote unquote converting less. Or can you or can you send. Can you submit multiple goals on your campaign? You can't submit multiple goals, but not as primary actions. So actually converts towards them. But Google doesn't use your conversion rate to mean anything because conversion rate could be measured differently by different people. Because if that were true, then I could set a conversion as like a page load. And I'd be like, I've seen it happen in accounts before right login. I'm like, okay, this account has 500 clicks 630 conversions. 130% conversion rate like this doesn't. It's phenomenal right phenomenal. Yeah, that marketer knows something that I just don't know right. So like I don't think Google really uses that conversion data. Google does use like data from on your website to give you quality score. But it's things like how much time do people spend on the page and do they interact with it in any way and like that kind of stuff. Which is yeah, which those things wouldn't change. You're just changing your your report to Google. And for the leads themselves, you're not changing their experience. So people are thinking like, oh, maybe I'm filtering the lead out for this reason. I'm not filtering the lead out. Like it's listed on market. I'll still give it to the client. Like they can see what they can do with it. If they can't do anything, then fine. But I'm not like if we are to paid for like, sure, we'll send it along. We'll send it along. differences, we're still going to take it, but we're not going to try to make more of those. Right. So that's where a lot of people are like, well, you just increase your lead quality by just filtering out leads that aren't going to close. That's not actually that helpful. We don't actually do that. We don't filter out. So the only reason you do this is because it changes your targeting. Right. So it goes back to the automated and then the tens of thousands of data points. Yes. So Google knows more is like, Brandon likes these people. Brandon doesn't like these other people. Yes. Absolutely. And it's because to Google, someone listed on the market versus not, they might look the same. Yeah. Until you give it enough data for it to recognize a pattern there and then it starts to learn these people are good. Those people are bad. Yeah. Just like it's trying to learn these people convert. Those people don't convert. Yeah. Google is basically the bouncer here. You're like, hey, if they look like this, let them in, if they look like that, don't let them in. 100%. And just like any machine learning algorithm, like you can make an AI bouncer. We just show it like a thousand pictures of people who should be lead in a thousand pictures of people who shouldn't be lead in. And then it would learn how to do one versus the other. Yeah. But the problem is if you're giving it mixed feedback and you're kind of going back and forth and it's not as useful. So that's leads sculpting super, super valuable strategy. The one more that gets even a little bit deeper into this is called offline conversion tracking. So like people ask what offline means, I'll try to simplify it. So let's just say you're looking at online versus offline. Online is like a click and impression, a view of the landing page, a submission of a form, maybe even calling a phone number from the landing page. That's also what happens online. Offline is stuff that doesn't happen online. Like stuff that happens in my CRM or maybe it's still on the phone, but it's like outside of like the page and stuff like that. So if you look at like your funnel, your whole marketing sales funnel, it starts with things that happen online. We picked our ad spend online and we got impressions and we got clicks, then we got conversions or leads. All that happens online. And then the whole bottom of the funnel gets offline. The thing is like in the bottom of the funnel being like how many of those leads are net leads and how many of those are opportunities and how many of those are contracts and how many contracts fall out and how many are deals and how many dollars do we make from those deals. Like those are the offline actions. So it's funny as you go through this, as you go through this whole funnel, the deeper you get into the funnel, the more relevant those things are to our business goals. However, the last day that we have of them and the more difficult they are to track for Google. So Google knows things that happen online. It doesn't know things that happen offline. So tracking and optimizing based on offline actions is something that we seem to be very, very valuable. And it happens in a few different ways. Like it's in it. We do it different for different clients, depending on how much volume they have and stuff like that. You can at times like optimize for a specific offline action like as the conversion goal. I mean, more volume to do that. There's even cases where we use that offline data to just tweak parameters within Google. Like certain things like we have a certain ad group. Our best lead quality ad group right now home buyers. Believe it or not. 11.7 leads per contract if someone searches for home buyers on Google, which isn't what a lot of people would say is like the best keyword. Right. But it is. That's why you use data, not just like your own feelings. We have, I could show you all the data. There's a lot of it that you'd be surprised. Like I'm surprised that performs as well as it does. Or like did you know that on computers, the average number of leads per contract is about 20.4 versus on mobile phones. It's just over 14 leads per contract. How do you know that offline data? Yeah. Yeah. A lot of stuff like that. If it's a lead from a computer, I don't want to pay that much money for it because the leads from computers are more likely to be out of area because they don't have GPS technology. And they're actually slightly less likely to be retail. How do I know that offline data? So it's super, super valuable. And it can also help paint a picture for Google, like which kind of person you're looking for and which one you're not. The thing is, like if you're working with an agency and you don't have a specific process for giving them data, a feedback on like an individual lead basis about what's happening with it, then your process is broken because like you use all these marketing dollars to generate all these leads and you know exactly which dollars produce which leads. And then you know that all these leads turned into all these deals, you know exactly which leads turn to which deals, but you don't connect which deals come from which marketing dollars. And those people have like that first part and then they have that second part, but they don't put those things together to understand like the whole funnel and what's happening. Because the reality is a PBC campaign that gets a 5X return usually has like half of its spend on something that has a 10X return and half of its spend on something that has a 0X return. Right. So this is how you optimize it's how you actually make things better. How do you report that back to Google? So the way it works is if somebody fills. So every click that happens on Google has something called a click ID. And that's like so many characters. I want to say it's like I'm just guessing like 100 characters of like numbers and letters and sometimes even like I think there might be some like symbols in there. I don't know for sure. I'd have to look at a few of them. But like it's because you imagine how many clicks come from Google. They've got to have like this stream be long enough so that they can have a unique ID for every single one of those. So they have that. And then what happens is it goes into a URL parameter. So this is like like in our circumstance, we have our landing page, baitman collective.com/disruptors. I could add a parameter on that like a little question mark and then I could say GCL ID, Google click ID equals and then this query. And that's a way that you like send additional information. So Google will append that when it goes there. You have to program on your landing page a way to pull that information out of the URL into the form. And then you end up reporting to Google a list of those click IDs and then additional data what happened with those people. So yeah, you basically capture it when you collect the lead and then you later report it. And you say that these people sold. Yeah, I mean, we report all kinds of different actions like how deep they get in the funnel. Because that's the thing with like funnel optimization. You want to kind of go as deep in the funnel as you can but not too deep. Because just sold is two deep for most companies because there's not that much data there. If you tried to optimize Google based on that action, they're just beginning so little feedback that it's not super useful. It's like so a point in scheduled perhaps. That would be a mid funnel action that you could optimize for exactly. So we would do all of them and then just dynamically like use them based on how much data we have. But yeah, that's exactly that's exactly the point is like optimizing based on the whole funnel. And like I said, if you're not doing that, like if you don't have a connection between Google ads and your CRM or like you're giving your agency feedback on individual leads, like you can't be doing that. Here's the thing the agency needs to hold their team accountable to your results. If they don't know what your results are, how can they hold their team accountable to that? Like possible. Yeah, that's like the biggest change I ever made in my company was holding people internally accountable to the results that we wanted for our clients. And then all these problems that were problems and you're like trying to make this happen, trying to make that happen. They just they go away because they're incentivized because everybody incentivized and they're trying to make it happen. But if I don't have that data, then how can I even do that? All right, it's not possible. So you guys know on the same team. Yes, yeah. Yeah. The last thing I'd say is as you introduce some of these like deeper funnel optimization tactics, you're going to create some issues with like trying to optimize for an event that just doesn't have that many that many actions. I'm going to show actually show one thing. If we can just blur out the name of the account or something on this in the final post production, not trying to show like a lot of personal data here. But for anybody watching on YouTube, I will like show this as an example. So I'm pulling up an account here. And what I'm going to do is I'm going to look in this account at how much or how long and how much money we spent on a particular campaign. So I can see here in this account, we spent $171,000 on this campaign. So remember when we talked about like bid strategy, we talked about automated manual bid strategies, how there's different types. Well in this case, we're using automated bid strategy, which like I said, we did a lot of manual bid strategies before and we just haven't been able to make more because as well as the automated ones. This one's called target CPA where you optimize for certain costs per whatever action you're looking for. So that you can think of like the data I'm looking at here is sort of like the history of how much data is feeling the algorithm. There's actually a bid strategy report that I can click on here. And this tells me like what data is Google using to optimize this campaign. So you can see here like for examples of things that the algorithms learning that are a little bit benign that Google is comfortable sharing. Not like there's going to be other things that are a lot deeper. Like mobile phones are doing really well on weekdays from 10 a.m. to 6 p.m. Like that's a signal that Google's learning about conversion. The state of Washington from weekend and weekends from 9 a.m. to 5 p.m. is going really well. New Jersey not doing so hot. We buy ugly houses converts higher home buyers converts higher open door converts higher. That's top devices are converting higher right now here. We have specific lists that we're talking. So these are examples of signals. So remember it was like 160,000 or something like that spent in this campaign. Yeah, if I look at the total data fuel in this bid strategy, it's about 15.3 million dollars worth of ad spend. So how is this possible? This is possible because this is a special type of data. of strategy called the portfolio bid strategy in Google ads. And the way a portfolio bid strategy works is it goes across, in this case, this is a cross account portfolio bid strategy. It goes across many accounts. So we could have a lot of different accounts that are sharing this data together. Because here's the relationship. Like people assume that you need a lot of money spent on Google PPC to win. And that's kind of true. So here's the relationship. You spend a lot of money on Google PPC. You get better results. Is that true? Yes, it's technically true. But people get mistaken why. They think like, if I spend a ton of money, then Google likes me more. Google favors me. They're a bigger client for them, whatever. But that's not true. What happens is you spend more money than you'll have more data. If you have more data, you'll have better results. That's the exact relationship. So what we did is we found a way to share data across accounts. And so our accounts collectively are Google's biggest client in this industry. And we have the most data. So you spend a small amount of money. And then you have the most data. And then you get the best results. So you don't have to spend all the money to get all the data to have the best results. And even for people like this, just say, you're spending 100 grand a month on PPC. Well, now it's over a million a month instead of 100 grand a month. Like there's no circumstance where more data doesn't help you with a ton on Google ads. Does that make sense a little bit as a strategy? Yeah, well, we're sharing the data for the ad groups, the ad sets, the keyword group inside the ad group, the landing pages. We're feeding a lot of data. And ultimately, like, data's not the funniest thing in the world to think about. But that's how Google makes its decisions. I agree with you, except that data's not the funniest thing in the world to think about. I think it is. But yeah, not for everybody. But it's-- yeah, 100%. It's super powerful. So yeah, and a lot of people think with that. Because there's two types of PPC agencies. There's the kind that let you own your account. And the kind that don't let you own your account. Are you familiar with this dichotomy that exists? Because when you're running Google ads, if they let you own your account, then you're better off, if you're ever were to leave them versus people use it as a way to-- Hostage. Yeah, you're basically held hostage if the agency owns your account. And it's like the-- Yeah, it breaks my heart when people-- because when they sign the contract with the agency, they don't realize that's what happens. And that's one of my first questions with you. Yeah, is do I own the account or do I not? Because if you don't own the account and you're working with the agency-- like, it's for me that's a red flag. Even if the agency's performing fantastic, I would run. I would run really fast from that relationship. Because as soon as an agency crosses the line of like, we're now retaining clients by force, not by serving them really well, it's just a bad line to cross. Like, I'm going to do something that's not in the best interest of the client to retain them. That's just-- it's an ugly path to start going down. It's probably something that works when you're small as an agency. Yeah. When you're larger, you have to probably be a Madison Avenue in order to get away with that. Yeah, yeah. Likely, or you just work with people that don't know any better, which is pretty common. But-- because a lot of people think like-- like, basically what I'm super proud of is we found a way to use data from other clients. Because all these agencies that say like, you have to use our accounts, like it's because it's our proprietary data and whatever, which is just not at all. Like, that's not how it works. Yeah. But let's say of all the things we've talked about, that's probably the number one question. First question you should ask is who owns the data? Yeah, I'm surprised that you even took this long to come up. Because that's super important. And sometimes I forget those agencies still exist, but they do. There's several other agencies doing that. But the-- I guess my point with this is like, we found a way to make it so you can own your account. But you can also leverage our data. Yeah. It's like the best of both worlds. Because you're using data across account. But your account is yours, and you have that data, that transparency. So one day when we really screw something up in your account, you'll be able to see that we did that, and we're not going to try to hide it from you. Or if you need to part ways, we're not going to make it so you have to start over somewhere else. Or if you want a third party to look at what we're doing in the account and verify that we're doing a good job, you can do that. I just think that's really important. Well, transparency, things absolutely key. Like if you're doing good work, because here's the thing. Here's the reason why I've left some agencies I've worked with in the past. They definitely had to set it and forget a strategy. And I can tell, I was like, I'm going to log in. And I can see the activity in there. It's not like the activities in that tract. The activity is tracked inside the account. It's true. So-- There is a lot of transparency. And it's always a fun conversation. And there's also-- I've seen agencies before I out of the-- I'm like, they're way too busy in here. And they're actually doing anything useful. So you kind of have to-- anyways, if anybody has any doubt and they want a second look at their account, they can collectiv.com/disruptors. That's the place to look. And we do these audits. And we do them free because we just try to add a lot of value. That's part of-- it's always been-- they even had people asking me if they can pay me money to audit their account. And I'm just like, no. I only do it free. That's the only way that we're comfortable doing this. So we have one more module. But also, we have a Q&A that we haven't really talked about yet. So the Q&A, how do they get to the Q&A right now? Yeah. I mean, there's a couple of links that we've been throwing around throughout this. One of them is at www.batemancollective.com/toolkit-disruptors. And in that one, once you sign up for the toolkit, if you want access to-- there's a lot of stuff in there. And we can talk deeper about it another time. Specifically, like an eight-part master class, just on Google ads, we've got a three-part master class on Facebook ads. We've got location strategy stuff. We have how we do our bids, our account maintenance checklist. There's a lot of cool stuff there. So yeah, once you get in there, after you sign up for the toolkit, you'll see a link to register for the Q&A and we'll email it to you, too. And yeah, we'll be doing that once we get all these episodes out. And it'll be a great opportunity to ask specific questions about this. And if you want to work with us, of course, you can go to batemancollective.com/disruptors. And that's how you sign up for a strategy consultation with my team. All right, perfect. So yeah, so hopefully you guys got a lot of value talking about lead quality secrets, how to maximize lead quality. Again, like we're nerding out this kind of what we do. And then make sure you tune into the next one where we're talking about how the top teams do acquisitions with PPC. We'll see you guys on the next one.