As I do most of my online business in the lead generation sector, I thought I'd share a few tips that I have learned from doing this full-time. As an aside, I should probably mention I only do PPC advertising to generate traffic for my sites. 1) Make your site small(er) There are a lot of sites out there that have different pages and forms for many kinds of leads, but my experience is you should go in the opposite direction. Make a site that is targeted around 1 product and perhaps a couple of related products and you will do better. The visitor will not be confused by a lot of links to many different products which leads us to... 2) Keep it simple When the visitor arrives at your site, the form that they have to fill out should be immediately visible to them and it should be obvious that this is the action you want them to take. Unfortunately, some programs do not give you a form to integrate on your own site*. In this case, immediately present the visitor with links/graphics to the site where the form they have to fill is located. If the visitor is not interested in filling out the form/clicking to the site where the form is, there is not a lot you can do for him/her, and he/she will probably leave your site. Hopefully you will be able to get as few as possible of such visitors by adding loads of negative keywords to your campaigns. 3) Make rules for your PPC activity When you do PPC you need to test a lot of keywords. Make rules about how many clicks you are willing to pay for before you delete a keyword - and when the keyword reaches this limit with no conversions, delete it. Do not hang onto a keyword just because you thought it was a good one. If the data tells you differently, accept it and move on. Leave your ego at the door when you do PPC and the results will be so much better. You can also make rules like if the CTR drops below a certain percentage you change the ad/delete the keyword, if you receive x amount of impressions with no clicks you delete the keyword and so on. That's what I have for now. I have recently become a mentor so this was an exercise for me to try and present some of my knowledge to my students (or mentees as they are called!). Do you think I did a good job or does it need more explanation? *If you have never tried to host a form on your own site, I can tell you it does wonders for your conversion rate!