Running Google Ads is the easy part.
Converting the leads is where most businesses fail.
Not because the leads are bad. Because the follow up is slow.
Here’s the thing. Google Ads leads are some of the highest intent leads you’ll ever get. Someone searched for a solution. Clicked an ad. Filled out a form. And raised their hand...
And then most businesses wait.
That wait quietly destroys ROI.
This article breaks down exactly how to handle Google Ads leads so they turn into real conversations, real opportunities, and real revenue. The guidance is based on real data and real-world results shared by Marcus Sheridan, not theory.
If you do nothing else, follow this playbook.
TLDR Summary: Read this if you only have 60 seconds
- Speed matters more than almost anything else
- Calling a lead within 5 minutes increases contact rate by 900%
- 78% of buyers work with the first company they speak to
- Email alone is not follow up (and won't work)
- The first goal is not selling. It’s scheduling
- Most “bad leads” are actually slow responses
If your Google Ads aren’t converting, start here.
What a Google Ads lead actually is
A Google Ads lead is not a casual browser. Think of the psychology of this.
- They searched for something specific.
- They saw your ad.
- They took action immediately.
That means three things:
- Their intent is high
- Their patience is low
- They are probably talking to more than one company
This is not a referral that will wait a week.
This is not organic traffic reading ten blog posts.
This is a short window opportunity.
And that window closes fast.
The 5-Minute Rule is not optional
Here’s the stat that should make you uncomfortable.
Responding to a lead within five minutes (by phone) increases your chance of actually speaking with them by 900%.
- Not 90%
- Not double
- Nine times!!! 9X!!!
In a real example, 199 people filled out a form asking for a quote. Only 39% were ever reached on the phone. That’s people who said “I want this” and gave their number!
The reason was simple. The response time was slow.
Five minutes changes everything.
After that, interest drops. Distractions kick in. Competitors call. Momentum dies.
Speed to lead is the game.
Why five minutes works psychologically
When someone fills out a form, they are at peak motivation.
- They’re thinking about the problem.
- They’re imagining the solution.
- They’re open to a conversation.
That mindset fades quickly.
- Five minutes keeps you inside that moment.
- Thirty minutes usually misses it.
- A few hours almost always loses it.
This is not about being aggressive.
It’s about being present when they actually care!
The Math behind "Speed to Lead"
Let’s keep this simple.
If faster response gives you 9x more conversations, that means:
- More booked calls
- More qualified opportunities
- Better ROI without increasing ad spend
Most businesses try to fix conversion problems by spending more money.
Speed fixes it without spending another dollar.
What to do in the first 5 minutes of getting a Google Ads Lead
This part matters.
1. Call. Don’t email first!
Email feels safe.
Email feels polite.
Email rarely converts fast.
Call first.
Even if they don’t answer, the call matters. It establishes presence. It shows urgency. It puts you ahead of slower competitors.
2. If they don’t answer, follow with a short text / voicemail
Not a sales pitch.
Not a paragraph.
Something simple:
“Hey, this is [Name]. You just requested info from us. I tried calling and will try again shortly.”
That’s it.
3. The goal is not to educate
This is where teams mess up.
- Your job is not to explain everything.
- Your job is not to pitch.
- Your job is not to send links.
Your only goal is to schedule time (initially).
That’s it.
Why scheduling beats selling early
One of the smartest moves shared was using automation or AI to immediately call new leads and do one thing only.
Schedule.
- No education
- No convincing
- No pressure
Why this works:
- It removes delay
- It removes friction
- It respects the buyer’s time
Once the meeting is booked, the lead is no longer fragile.
First Beats Better
This stat should permanently change how you view lead handling.
78% of buyers work with the first company they speak to!
- Not the best website.
- Not the cheapest option.
- Not the most reviews.
The first.
That means speed often beats quality.
Speed beats perfect messaging.
Speed beats polished follow up.
You don’t need to be sloppy, but you cannot be slow.
A simple Google Ads Lead Handling Checklist
If you want a baseline standard, use this:
- Call within 5 minutes
- If no answer, text immediately
- Attempt multiple times the first day
- Prioritize phone over email
- Focus on scheduling, not selling
- Use automation if humans can’t keep up
If this isn’t happening, ads will struggle. Period.
The Hard Truth about “Bad Leads”
Most Google Ads leads aren’t bad.
They just weren’t handled correctly.
- Slow response makes good leads look unqualified.
- No follow up makes interested people disappear.
- Email-only outreach makes intent fade.
Before blaming ads, keywords, or budgets, look at speed.
Almost every time, that’s the bottleneck.
Final Takeaway
Google Ads doesn’t fail most businesses.
Follow up does.
If you want better performance without spending more money, start with speed. Five minutes or less. Every time.
- Get there first.
- Schedule the conversation.
- Then sell.
That’s how Google Ads leads turn into customers.
If you want help with Google Ads Management and fixing your sales process, let us know!
