Google remarketing for lead generation

September 16, 2020
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Google remarketing for lead generation

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In this article, we are going to go over the concept of lead generation and how Google Remarketing campaigns help in generating more leads.


Leads are potential customers. They are those individuals who are currently not actively engaged in buying your services/products. However, can very well turn into customers soon. Lead Generation refers to building a base of potential customers.

An example to explain the Concept of Leads and Lead Generation 

Suppose you want to sell a bicycle. You will put out a word for your product. And will hear back from those who are interested in buying your product – the bicycle. The interested ones that you hear back are not your customers. As you are not actively selling the bicycle to them. You are just gaining the number of people who you can make the sale to. This expands your prospects.

The concept of Leads is explained more in-depth in this article.

Some of those who reached back to you might be interested in a lesser degree than some other individual who too responded to you. This means leads found by an act of Lead Generation are on a spectrum.

Types of Leads

3 Types of Marketing Content that Drives B2B Sales Leads
credit : the weinstein organization

This difference in interest can be classified into two broad categories – Hot and Cold leads. 

This classification can be best understood by picturing your product/service as a bonfire on a cold night.

  • those standing far from the bonfire but in the line of sight are cold leads. They can approach the bonfire (your product) if they wish to. But, for the time being, they are content with standing afar.
  • Those who are standing around the bonfire. These folks are more likely to be in need of getting the full warmth (hence the proximity). And with a little coaxing or invitation will come up right next to the pyre. 

People’s proximity to the product, i.e. immediate willingness to buy a product or service that you offer points towards their degree of “warm” and “cold”. The better you perform at the Lead Generation stage, the warmer leads you generate. The more you target warmer leads the better for you. You can do this via Google Remarketing.

Another set of leads exist and are known as Qualified Leads.

Google remarketing for lead generation
Google remarketing for lead generation

Qualified Leads are the warmest of leads. Circling back to the bicycle example a qualified lead would be the person who was actively looking for bicycles. And catching word of your bicycle piqued their interest. now they specifically want your product. 

How to generate leads

Why Lead Generation is Important for Conventional Business | by QBYTEZ |  Medium
credit : medium

Lead Generation falls under the broad umbrella of marketing, Lead Generation can be done through advertising, the traditional marketing method. But advertising, while is a very lucrative avenue for lead generation, is not the sole one to do so. 

Leads Generation can also be done through –

Networking and Communication 

Word of Mouth Marketing: Building a Strategy That Really Works
credit : yotpo

Word to mouth method of business building is a tried and tested method. Build a network of clients who can refer your products and services further. Seeing your client’s good experience with you will encourage others to do business with you.

You could set up a referral programme to boost your client’s recommendations.

Content Marketing

Word of Mouth Marketing: Building a Strategy That Really Works
credit :

The internet is a very integral part of our lives and many buyers start their search for a property from the comfort of their own home – via the internet. Through Search Engine Optimization, you can drive more traffic towards your website by increasing the visibility of your website. Which in turn will give way to Lead generation. By using SEO tools to your advantage, you can make your search results show towards the top. Thereby increasing visibility – and viewers, which in turn will become leads. 


How Long Does SEO Take? | Small Business SEO Strategy
Credit : Blue Corona

SEO stands for Search Engine Optimization, it helps your page/website/content gain more visibility and gain organic leads.

We also provide SEO services for your website and enterprise – you can find them here.

Social Media 

How To Generate Leads Through Social Media | Sprout Social
Credit :sprout social

Social Media applications host a lot of users in one place. You can use social media to your advantage and target several people at once. One can also garner their niche community on social media sites. Certain strategies help in lead generation, as well as lead retention.

Apart from these, advertisements are a great quick way of generating leads. 

One of the most lucrative advertising platforms is Google

Google Ads

A Guide to Using Google Ads for Ecommerce - Sellbrite
Credit: AAjneeti.Social

Ads run on Google under the name – Google Adwords. It’s a platform that permits its user to advertise on Google Search, Google Search Partners, and YouTube.Additionally, advertisers also get to advertise on its other display networks. The Google Adwords program helps you generate more leads and reach a wider audience. As only those people are shown your ad who have an interest in seeking the services you provide. Google is considered to be a big chunk of the web that we use on a daily basis. It is inseparable from our experience of the World Wide Web. At any given time, Google sees an unimaginable amount of traffic. 63,000 searches per second, a median of 5.6 Billion searches are made every single day on Google (as reported by

Google Ads shows your listing right when someone makes a search that matches the keyword associated with you. As a result, it has many benefits like – providing targeted advertisement, allowing you to regulate your costs. There’s no minimum cost and you pay only if someone clicks on your ad. Google Ads provides you with many tools which allow you to manage your ads for costs and efficiency. As well as enables you to measure the success of your ads.

We at AAJNeeti have expertise in this area and offer services in the field of online advertising.

Read How to Generate Leads Using Google Adwords?.

Another subset of running ads on Google is Google Remarketing.

Google Remarketing

Google Ads MCC Account: How to Share Remarketing Lists across Sub-Accounts
Credit : PPCexPo

Google Ads remarketing is a form of online advertising that enables you to advertise your site to those who have already visited your site. Visitors of your site will see the ads for your website while they are browsing the web (Google or its partner websites). Or watching YouTube videos, or reading news sites. This helps in keeping up your brand’s visibility. Hence making your product/service the top choice in minds of those who showed interest in your product/service’s website. 

Aajneeti is also a Google Partner. It means that we are fully qualified to create, manage, measure, and optimize advanced online advertising campaigns.

How Google remarketing works

Use Google Remarketing to Increase Your Sales | LookinLA
Use Google Remarketing to Increase Your Sales | LookinLA

Remarketing targets those who have already shown reception to your brand’s site. This gives a hint that they might already be interested in the product – are a cold lead. This can dramatically increase your rate of lead generation. This is because past site visitors who are already familiar with your brand. And are much more likely to become customers of your brand based on their existing interest in the products offered by you.

Before you start your remarketing campaign on google you will have to create tags and lists for yourself. 

Setting Up a Google Remarketing Campaign

Google Ads Remarketing Tutorial: How to Set it Up & Make it Work |  LeadsBridge
Credit : LeadsBridge

Google remarketing campaigns can be set up in the following way (according to Google) – 

  1.  Create an account on Google Ads.
  2.  Select the “Campaigns” option from the page menu.
  3.  Click on the “+” button to get started.
  4.  Choose the desired results that you wish to get from this particular campaign.
  5.  From the “Campaign Type” section, select Display Network.
  6.  Set parameters for your campaign, including Campaign name, Location and language, Bid strategy, and budget.
  7.  Manage additional settings, like ad scheduling, content exclusions, or device targeting.
  8. Select your targeting audience.
  9. Select Remarketing.
  10. Click Save.

Benefits of Google Remarketing 

Google AdWords Remarketing Campaign and Its Benefits | by David Martin |  Medium
Credit : Medium

Efficient targeting

Under Google Remarketing your ads are shown to those who have already got a history of interaction with your business. They will see the ads whenever they’re on Google and its partner sites. Making it easier for them to interact with a brand that they are already familiar with. The familiarity pushes them towards making a purchase. You’ll be able to help customers find your business by showing them your ads after they searched for your business on Google.

Focused advertising

You’ll be able to make efficient use of your money by closing in on advertising to specific cases. This goes after particular visitors rather than every visitor of your site. For instance, you can make or create a remarketing list targeted for those who added something to their cart but didn’t complete a transaction.  

Large-scale reach

You’ll be able to reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.

Efficient pricing

You’ll be able to create impactful remarketing campaigns with the automatic bidding system. Real-time bidding calculates the optimal bid for the person viewing your ad.

Easy ad creation

You can easily create images, texts and videos using the Ad gallery. Combine catchy ads with well-planned Google remarketing campaigns to maximize your profits.

Campaign statistics

You will be provided with reports regarding the performance of your Google remarketing campaigns. You’ll be able to monitor your ad placements, the costs you’re bearing and how much interaction you are getting.

Ways to remarket with Google Ads

Standard Google remarketing

Show ads to those individuals who have already visited your site before, as they browse sites and apps on the Display Network. 

Dynamic Google remarketing

Dynamic Google Remarketing takes the Standard Google Remarketing to another level and includes the product and services listed on your site.

Google Remarketing lists for search ads

Show ads to your past visitors after they make a Google search for something similar to your products and services.

Video Google remarketing

Show ads to people who have interacted with your videos or YouTube channel. They will see the ad while using YouTube. And other browse Display Network avenues of Google Remarketing.

About Google’s Ad policies

4 Things You Need to Know About Google's New AdWords Policies
Credit : WordStream

To run a successful Google Remarketing campaign on Google Ads you need to adhere to  Google’s ad policy. 

Google requires its advertisers to follow all the rules, applicable laws, and regulations that Google has listed on the Google Adwords site. Advertisers must familiarize themselves with the policies as well as keep up to date on the requirements asked by Google. In any case, where google finds content that violates its policies, it will block the advertisement from showing on its platform. In cases where it observes that an advertiser is involved in repetitive violations, it can block the advertiser from using Google AdWords


You have reached the end of this article, good job! In this article, we covered the concept of leads, lead generation, and Google remarketing. You might come across different types of leads in the process of lead generation. And there are different avenues for lead generation, you have to invest some time to understand which method of lead generation works the best for you.

Organic lead generation can be very time-consuming. Which is why most businesses opt for advertising for lead generation. As we discussed, Google is a great place to advertise. Google Remarketing targets those leads who are familiar with you. The familiarity can be a lucrative factor and it might propel the lead to purchase. Before you advertise on Google read the ad policy carefully, follow it, and keep yourself updated on it.

However, if you need professional help, do remember AAJneeti!

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