If you are looking for ways to lower your Google AdWords costs then check out this article by Marketing Sherpa.

It’s a case study of a real-life B- to-B lead generation marketer who changed bidding tactics and tested page changes.

The study involves a strategy which is worth following:

Step #1. Segmentation by lead readiness
Step #2. Optimize landing pages for lead conversion
Step #3. Cut low-value campaigns

The study concludes that if you have to choose between paying for landing page tests versus paying for more search clicks, the landing page should win. This should also apply to those who create and test landing page themselves.

Read the full article: How to lower costs for leads generated via Google search ads (PPC)