At any given point, there is only a small percentage of the market ready to buy - meaning they fall in the bucket known as most aware. 1 step before most aware is a larger bucket known as vendor aware. Another larger step is solution aware. Then you have problem aware - a larger bucket. And finally, not aware - the largest bucket of them all. Roughly speaking - 97% of the market isn't ready to buy at any given point. So in short, no you cannot just flip a switch and get more leads. No you cannot just optimize your ads to get more leads. In this blog I will cover the only way you can sustainably drive more qualified leads to your business. This is based off of a case study for a company I worked with called Elation Health. I hope you enjoy.

In this blog, I am going to walk through demand capture and demand generation. Each of these take place in what is called the client awareness funnel. These 3 phrases are foundational to marketing and if your digital “marketer” hasn’t brought all 3 of these up to you - then you are working with a technologist… not a marketer. And there’s a big difference. Let’s dive in.

Learn more about how I build good Google ads using a mix of old tools like semrush, and new tools like AI & Claude.