Beyond the form fill: Mastering lead quality in the AI era

From tracking fragmented online-to-offline user journeys to navigating conversion windows that can stretch for months, lead gen marketers face a set of challenges that are uniquely complex. In this episode of Ads Decoded, we’re looking past the simple form fill to discuss how practitioners can master lead quality in an era of signal loss and AI-driven consumer behavior. Join Ads Product Liaison Ginny Marvin, Mimi Forsythe (Global Head of Lead Gen Solutions) and Lydia Azaret (Lead Gen Measurement PM) as they break down the steps needed - from lead scoring to data hygiene - to enable your campaigns to deliver high quality lead volume. In this episode: -The offline gap: Why mapping the full lead-to-sale journey is foundational to driving performance with Google AI. -Value-centric measurement: How to implement proxy values and lead scoring to tell the bidder what "good" looks like. -Data Manager: Navigating the one-stop hub for connecting CRMs and first-party data. -Tactical must-dos: Understanding the nuances of Enhanced Conversions for Leads (ECL) and Google Tag Gateway (GTG) Want Ginny’s key takeaways and tips from this conversation? Subscribe to the Ads Decoded newsletter: https://goo.gle/4ryu6uV Find Ginny on LinkedIn at https://goo.gle/4aFEw4I and on X as https://goo.gle/3N2Q22r Hosted on Acast. See acast.com/privacy for more information.