Top 5 tactics to boost PPC lead quality in 2025 – Search Engine Land
Based on the hundreds of conversations I’ve had with B2B and lead generation brands over the years, this could be an annual – if not monthly or even weekly – topic.
Lead quality remains a constant challenge, regardless of shifts in the advertising landscape.
In 2025, my top PPC strategies for improving lead quality blend time-tested fundamentals with newly released features.
If you implement everything on this list, you’ll stay ahead of the curve – and you’ll see your marketing dollars drive greater down-funnel impact.
1. Nailing the basics
This falls into the evergreen category, but I still see brands coming up short.
To assess lead quality, you must first understand which leads matter most for your business.
That means refining your buyer persona, which includes attributes such as:
- Position or title.
- Vertical.
- Company size.
- Target company list.
Our team frequently corrects several foundational issues for new clients. The most common include:
- Understanding and leveraging the…
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