Top 8 Best Lead Generation PPC Strategies to Try in 2024

PPC remains vital for lead generation in 2024. As more buyers discover solutions through search and display ads, brands need strategic paid strategies.

But simply having active campaigns won’t be enough anymore. To stand out while achieving efficient cost-per-lead now requires savvy optimization, expansive targeting, and constant innovation.

This post reveals 8 emerging tactics to generate more leads this year. From leveraging artificial intelligence to new ad formats, remain ahead of shifts in pay-to-play platforms.

Let us explore actionable ways to maximise quality traffic and boost lead capture through advanced techniques. Time to make every ad dollar count!

Strategy 1: Leverage AI for Keyword Research

Artificial intelligence has the power to revolutionize PPC keyword practices in 2024. Sophisticated AI tools can leverage massive search data sets revealing patterns that pinpoint high-converting semantics. This removes reliance on assumptions, intuition, and manual analysis.

For example, advanced AI technology can generate thousands of semantic keyword variations, then test and measure performance in real campaigns. By validating the best revenue-driving terms to target based on value instead of estimated search volume, fresh, untapped keywords can be uncovered at scale.

The data-first approach of letting machine learning assess what works based on campaign metrics is far more efficient than keyword planners. AI models improve over time, continuously refining targeting precision.

In 2024, integrating robust AI capabilities will provide brands with a competitive advantage for PPC. The technology handles the heavy lifting so marketers can shift focus toward strategy and creativity.

AI toolsusing AI to improve your ads

Strategy 2: Automate PPC Campaign Management

The vast intricacies involved with optimizing PPC campaigns should no longer monopolize marketer bandwidth in 2024 — not with today’s campaign automation technology. These AI platforms utilize deep learning algorithms to streamline bid adjustments, ad rotation, budget pacing, and more based on real results.

Essentially, automation software handles the heavy lifting of constant fine-tuning. It frees up teams to not only control costs and maximize ROI but also focus on high-level strategies like testing new ad formats. With time savings estimated to reach hundreds of annual hours, brands will now have resources to devote towards innovative new initiatives that drive even greater impact.

Intelligent automation and predictive optimization can multiply the campaign effectiveness of brands and PPC marketing agencies alike by continually enhancing bids, targets, and placements to meet specific KPIs. Expedited learning cycles rapidly refine activities while automation maintains ongoing 24/7 management.

Begin leveraging emerging automation in 2024 to double digital marketing productivity. Allocate regained hours into elevating testing, reporting, and overall business performance.

Strategy 3: Personalise Landing Pages

Generic, static landing pages repel high-quality leads, while relevant pages get their attention. Consider personalizing landing page content and offers through dynamic elements tailored to each visitor.

For example, use data points like company, industry, past site activity, and even current weather conditions within copy and imagery. This level of tailored relevance feels like a personalized sales experience at every touch.

Best practices include:

  • Prioritizing mobile responsiveness
  • Limiting form fields
  • Highlighting unique value propositions
  • Featuring peer reviews and social proof
  • Sending triggered emails post-visit

Studies show that personalised landing pages can lift conversion rates substantially compared to one-size-fits-all pages. They also help convey value faster during brief prospect visits.

Evaluate tools this year to unlock personalisation at scale without added workload. Let platforms build 360-degree visitor profiles and map those insights to the pages and offers most likely to motivate action.

Strategy 4: Expand into New PPC Platforms

Beyond stalwarts like Google and Meta, new paid search platforms gain influence offering expansive targeting opportunities in 2024. Consider diversifying efforts into other PPC channels where competition remains sparse.

For example, explore search and native ad capabilities on Bing to connect with untapped segments in the Microsoft ecosystem. Or create Snap Ads leveraging Snapchat’s immersive formats to capture leads among younger demographics.

Venturing into fresh PPC spheres provides invaluable first-mover advantages before the masses catch on. Test resonance without pressures from rivals on these platforms.

Monitor other developing search partners available through tools like Microsoft Advertising. Choose PPC channels aligned with target customer search habits and demo trends. Diversity maximises exposure while mitigating reliance on saturated channels.

Strategy 5: Utilise Multi-Touch Attribution

To optimize cross-channel performance, savvy advertisers will adopt multi-touch attribution over last-click models in 2024. This analyzes entire consumer journeys revealing channel contributions leading to conversions.

For example, one ad group sparks early interest, then paid search ads finalize conversions. Multi-touch attribution maps this complete picture, crediting multiple activities across channels that culminate in a captured lead. It essentially allows you to accurately optimize based on true impact.

Advanced tools are employing machine learning algorithms to decipher intricate customer paths across various devices and platforms. This gives marketers clear insights into the efficacy of different channels, campaigns, keywords, and creative elements at each stage of the buying process. They can then tailor budgets and bids more effectively. Such detailed visibility facilitates nimble optimisation, enhancing efficiencies throughout the marketing funnel.

By 2024, multi-touch attribution is poised to provide brands with a significant strategic advantage, allowing them to markedly boost performance. By quantifying overall ROI, businesses can refine their full-funnel strategies with robust data.

Multi-Touch Attribution,

Strategy 6: Test New PPC Ad Formats

Look beyond standard PPC ad formats in 2024 to generate more qualified traffic. Experiment with interactive, engaging formats available on different platforms.

For example, leverage Instagram and Facebook carousel, collection, or stories formats to showcase more visual content. Create scrollable Snap ads incorporating cinemagraph-esque motion graphics. Test responsive display units that serve multiple creatives based on context.

Best practices for optimising emerging PPC ad formats include:

  • Mobile optimization for smartphones
  • Localization for target geo-markets
  • CTAs that immediately compel action

Analyse performance by format type, copy variations, and audience grouping. Refine approaches, then allocate budget to the most high-potential creative innovations converting qualified traffic.

Strategy 7: Optimizing for Quality Score

Quality Score remains one of the most influential Google Ads optimisation factors even in 2024. This metric gauges expected clickthrough rate, ad relevance, and landing page experience to assign grades per ad group. The higher the score, the lower your costs and the higher your rank for keywords.

Use these tips to lift Quality Scores:

  • Refine targeting precision with tightly themed ad groups;
  • Boost landing page speed and keep forms short;
  • Ensure ad text directly answers search queries;
  • Create consistent ad assets like sitelinks.

Top-tier Quality Scores can lead to over 50 percent reductions in cost-per-click. This translates directly to higher profits.

Monitor quality scores monthly across accounts, diagnosing low marks. Deliver relevant ads, then provide excellent customer experience with helpful landing pages. Improved quality scores result in desired ad placements, lowering acquisition costs.

Strategy 8: Enhancing Remarketing Efforts

Remarketing plays an integral role in lead generation by re-engaging past visitors through tailored messaging when they’re active elsewhere online. You can get substantial results by segmenting audiences based on site behavior, then motivating follow-up actions.

For example, target high-intent visitors who viewed specific product pages with limited-time discounts for that merchandise. Or, reach those who engaged with certain content with replays of thought leadership assets and conversion offers.

Implement dynamic remarketing technology to display ads that resonate with the past activities of your site visitors. These ads should automatically showcase services or solutions relevant to their interests or previous interactions. Ensure that your messaging is tailored to their current needs and stages in the decision-making process.

Research shows that properly executed remarketing substantially improves click-through rates compared to generic display targeting.

Remarketing remains imperative for modern PPC, with visitors demanding personalised experiences. Take smart segmentation to the next level in 2024. Provide ads that feel like time-saving predictive assistance.


Generating leads from paid online ads is getting tougher every year. However, using the newest tools and techniques in your pay-per-click (PPC) strategy can be very effective in 2024.

This includes using AI to improve your ads, experimenting with new interactive ad types, and exploring less competitive areas for ad placement. By understanding your customers better, you can make your ads more relevant and effective.

The main strategies to focus on are using automation, making your ads more personal, trying new ad formats, understanding where your leads are coming from, and targeting specific groups. By combining these established methods with some creative new ideas, you can develop a flexible and effective strategy to stand out and attract more leads in 2024.

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group