# How to Generate Quality Leads That Actually Turn Into Sales

URL: https://gogodigital.co.il/en/how-to-generate-quality-leads-that-actually-turn-into-deals/

The short answer

An ad with a product and a price can work great in retail: a Dyson vacuum at a steep discount pulls people in, and the purchase happens a few clicks later.

Leads are a different game, and the key point is that the customer has to go through a process. Lead gen is built for businesses with a long sales cycle, one that requires an intro call, a home visit, a meeting, or all three. Because of that complexity, you have to guide the customer through the process. The ad’s job is to spark curiosity and filter your audience. The landing page builds the urge to hear more and sells the form fill. The business closes the sale.

That’s how you get leads with higher purchase intent, in a more measured volume that doesn’t bury your sales team in pointless work.

## Why your ad shouldn’t sell the product

Let’s be honest: nobody likes seeing ads. People who open Instagram or Facebook aren’t there to see your products. They’re there for a funny cat, a photo of their aunt’s new baby, a video that makes them laugh. On social media, people are looking for content that moves them or grabs their interest.

Against that backdrop, an ad showing a product and a price feels like an interruption. It has nothing to do with why the user is there, so the natural reaction is to keep scrolling. Just like a flyer in your mailbox, it gets lost in the white noise of every other ad.

An ad that does work fits what the user came to the app for: a little excitement, a little curiosity, something that interests them. Its job is to create interest, and only people who are genuinely curious click. At this stage, that’s all you need.

## What does an ad that sells the click look like?

Two examples from campaigns I’ve run:

**Stretch ceilings, fall campaign.**  A 15-second video. A couple sits in the living room in slippers, looking up at the ceiling, and the glossy ceiling “looks back.” Then: “It’s not a fall virus, and it’s not AI.” And at the end: the fall-winter ceiling collection, now on the website. No price, no specs, and no explanation of what a stretch ceiling is. The only thing left for the viewer to do is click and see.

**Industrial lighting.**  The video opens on a hand at a light switch and three questions: “Engineer? Project manager? Business owner?” Then: “Still looking for the switch?” And at the end, shots of lit-up projects and a click to book a consultation call. The opening questions already filter: anyone who isn’t one of those people knows right away it’s not for them. This campaign had a 1.01% click-through rate, compared to 0.72% for the previous campaign that sold the product.

Neither ad says a word about what exactly you’re buying. That’s exactly the point.

## So how do you write an ad like that?

Two rules I come back to in almost every ad.

### Talk at eye level

Customers know nobody on the other end is actually “happy.” So instead of “We’d be happy to get back to you soon,” describe what actually happens: “A consultant who knows the field will call you back within two hours.” And instead of “We’d be happy to schedule a consultation,” you can say: “In a 15-minute call, we’ll figure out together whether it’s a fit for you.” “Happy” describes a feeling nobody can verify. The second version describes exactly what happens after someone fills out the form.

### Leave room for doubt

The internet is full of phrases like “the best,” “the smartest investment” or “an unprecedented price.” When everyone says the same thing, it’s white noise, and nobody notices. A line like “This could be an investment that might be right for you, too” does the opposite: it leaves the reader room to check, and checking starts with a click.

Carlsberg figured this out back in 1973 with the slogan “Probably the best lager in the world,” which stayed with the brand for almost 50 years. Probably the best beer in the world, not the best beer in the world. That “probably” invites customers to find out for themselves.

## And what happens after the click?

Curiosity brings the user to the landing page, and that’s where the real filtering starts. Someone who doesn’t want to read a landing page probably isn’t a fit anyway. Someone who reads it and leaves their details shows up to the call ready: curious, and wanting to hear more.

Sometimes a page can do more than filter. At [ARTZONE](https://art-z.co.il/), people who click land on a [simulator](https://art-z.co.il/ceiling-simulator/) that shows them their own living room with a stretch ceiling. Since it went live, daily inquiries have nearly doubled, and according to the client, people show up to the meeting more ready to buy. More on that in the [post on interactive website tools](/more-leads-same-budget/).

So what exactly belongs on a landing page like that? That’s covered in [What Should a Landing Page Have to Bring in Quality Leads?](/landing-page-quality-leads/).

And that’s where my job ends. I advertise, the client sells. I wrote in detail about what happens on the landing page in the post Why Do So Few of My Leads Turn Into Customers?.

## Questions that usually come up

  Won’t an ad without a price just attract the curious?

Curious people are exactly who you want at this stage. The filtering comes later, on the landing page. And you can start filtering in the ad itself, the way the questions “Engineer? Project manager? Business owner?” did.

   Does this work on Google too?

On the Search Network, things are different. People searching already know what they want, so the ad needs to be short and to the point, offering exactly what they searched for. But even there, the ad isn’t trying to close the sale. It’s selling a click.