Top 5 Tactics to Boost PPC Lead Quality in 2025

Over the years, we talked to many B2B and lead generation businesses, and one thing is clear getting good leads is always a challenge. No matter how digital ads change, businesses still struggle with lead quality.

In 2025, here are the best PPC strategies that combine proven methods with new features. If you follow these steps, you’ll get better leads and make the most of your marketing budget.

Here are 5 Tactics to boost PPC lead quality in 2025:

1. Focus on the Basics

This is always important, but many businesses still miss the mark. First, you need to know which leads matter most for your business. That means defining your ideal customer, including:

• Job title or position
• Industry
• Company size
• Specific companies you want to target

Many businesses also make basic mistakes, such as:

• Not using the right targeting options
• Not clearly explaining what makes their business unique
• Mismatching ads and landing pages
• Not having a plan to guide leads through the sales process
• Ignoring customer intent and using the wrong call to action

When you focus on attracting the right leads and guiding them through the process, lead quality will improve.

2. Use Offline Conversion Tracking (OCT)

Offline conversion tracking (OCT) helps connect your ad data with your CRM. This allows platforms like Google, Meta, and LinkedIn to recognize high-quality leads. It works by linking user data with your best leads like sales-qualified leads (SQLs).

To use OCT properly, you need:

• A well-organized CRM
• A strong system for collecting data
• A smart bidding strategy for ads

OCT stops platforms from sending you low-quality leads and instead helps you find users who fit your best customer profile.

A couple of things to keep in mind:

• Your cost per lead (CPL) may go up at first, but the cost per quality lead will balance it out.
• If you’re a new business, you might want to collect offline data first before optimizing for it. This will help you learn who your ideal customers are.

3. Add Some Friction to Your Lead Forms

This might be the most debated tip on the list. Some businesses prefer to collect as many leads as possible and let their sales teams sort them out. However, most businesses want to keep their CRM data clean and avoid low-quality leads.

One way to improve lead quality is by making lead forms longer. Typical forms ask for basic details like name, email, and phone number. This makes it easy for people to sign up but also allows low-quality leads to slip in.

Adding more fields can help filter out unqualified leads. You might include:

• Company name
• Company Revenue
• Number of employees
• Industry
• Reason for contacting you (free-text)
• How they found your business (free-text)

The more fields you add, the fewer leads you’ll get but the ones you do get will be more qualified. Platforms like LinkedIn now let you block free email addresses (like Gmail), requiring users to enter a work email. This helps reduce low-quality leads.

4. Improve Your Targeting

If you don’t target the right people, you won’t get good leads it’s as simple as that. To make sure you’re reaching the right audience, review your targeting settings.

• Are my audience sizes too broad?
• Do I have a retargeting strategy?

A good approach is to create audience segments based on their intent level (high, medium, low). Start with high-intent users and check the results. If they bring in good leads at a reasonable cost, expand to medium-intent users and analyze the outcome.

5. Write Clear and Smart Ad Copy

Good ad copy attracts the right people, and great ad copy keeps the wrong ones away.
Make sure your ads clearly state who they are for. No matter the platform, your copy should include details like:

• The target job title
• The type of company
• The key problem your product/service solves

For example, LinkedIn has great targeting options, but it’s not perfect. Well-written ad copy helps filter out people who aren’t a good fit, saving you time and money.

Final Thoughts

Before changing your lead forms, go back to the basics. Review your ideal customer profile and adjust as needed. Also, make sure everyone on your team understands what makes a lead valuable.

• Do we have a clear definition of a marketing-qualified lead (MQL) and a sales-qualified lead (SQL)?
• How much are we willing to pay for each lead?

Once you have these answers, you can start improving your lead quality and making better use of your marketing budget.