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How to Build a Google Ads Ads Funnel
Pick a play for your offer, use Google Ads-native creative, match the landing page to the ad, follow up fast and retarget by engagement tier. Kronos generates the system below with labelled platform benchmarks.
The funnel architectures that convert on Google Ads
Search to landing (lead)
Search keywords -> Responsive Search Ad -> intent-matched landing page -> lead
Fits: Highest-intent lead capture for services and B2B · All-industry Search CPC $5.26, CTR 6.66%, CVR 7.52%, CPL $70.11 (VERIFIED, WordStream/LocaliQ 2025)
Search to webinar registration
Search (problem/solution and training queries) -> webinar registration page -> webinar -> booking
Fits: Highest-intent webinar registrants, at the highest CPL in the feeder set · All-industry Search CPL $70.11 is the planning anchor (VERIFIED, WordStream/LocaliQ 2025); webinar-registration CPL will differ by vertical
Search brand / competitor capture
Brand and competitor keywords -> comparison or landing page -> lead/booking
Fits: Capturing decision-stage searches · Attorneys CPC $8.58 is the highest industry CPC in the table (VERIFIED, WordStream/LocaliQ 2025) — legal-adjacent verticals should budget at the top of the range
PMax lead gen (asset-group system)
Performance Max asset group -> landing page -> lead -> offline conversion loop
Fits: Lead generation across Search, YouTube, Display, Discover, Gmail and Maps from one campaign · No published Performance Max-specific benchmark set exists — see benchmarks.json gaps; do not borrow Search medians as a PMax promise
PMax ecom (feed)
Performance Max with product feed -> product page -> purchase
Fits: Ecommerce across all Google inventory · No published Performance Max-specific benchmark set exists — see benchmarks.json gaps
Demand Gen demand creation
Demand Gen (YouTube / Discover / Gmail) -> lead magnet or webinar -> nurture
Fits: Creating visual demand that Search later captures · Plan from the YouTube CPV rows and the Search rows in benchmarks.json; no separate Demand Gen benchmark set is published (CLAIMED sources only)
Remarketing full-stack
Site/engagement audiences -> Display / YouTube / Demand Gen remarketing -> conversion
Fits: Converting warm audiences across every Google surface · Remarketing economics plan from the Search medians in benchmarks.json (VERIFIED, WordStream/LocaliQ 2025) as the anchor, not a remarketing-specific rate
Offline-conversion / value-bidding optimisation
CRM booked calls and sales -> offline conversion import -> value-based bidding
Fits: The highest-leverage B2B/high-ticket mechanic in the Google ecosystem · All-industry Search CVR 7.52% and CPL $70.11 are lead-level medians (VERIFIED, WordStream/LocaliQ 2025); offline values replace lead counts as the optimisation target
Lead-form asset test
Search ad with lead-form asset -> in-ad lead -> CRM (tested against landing-page leads)
Fits: Testing whether in-ad lead capture beats the landing page for a given vertical · All-industry Search CPL $70.11 is the comparison anchor (VERIFIED, WordStream/LocaliQ 2025)
Creative structures
RSA pinning / message-match pattern
Keyword theme → Headline set matched to that theme (pinned where message match matters) → Description set with the offer and conditions → Dedicated landing page with the same headline
Message match between keyword, ad and landing page is the conversion lever in Search (report §5.3).
PMax asset-group package
Headlines + long headlines + descriptions to spec → Image set in all three ratios → Logos in both ratios → Up to 5 real videos (not auto-generated) → Audience signals + search themes
Supply real video: auto-generated video underperforms (CLAIMED, report §5.1).
The numbers to plan against
| Subject | Metric | Value | Label | Source |
|---|---|---|---|---|
| All industries — Search | CPC | $5.26 (+13% YoY) | VERIFIED | WordStream/LocaliQ 2025 (16,000+ US campaigns, via Search Engine Land) |
| All industries — Search | CTR | 6.66% | VERIFIED | WordStream/LocaliQ 2025 |
| All industries — Search | CVR | 7.52% | VERIFIED | WordStream/LocaliQ 2025 |
| All industries — Search | CPL | $70.11 | VERIFIED | WordStream/LocaliQ 2025 |
| Attorneys — Search | CPL | $131.63 (highest CPL) | VERIFIED | WordStream/LocaliQ 2025 |
| Attorneys — Search | CPC | $8.58 (highest CPC) | VERIFIED | WordStream/LocaliQ 2025 |
| Furniture — Search | CPL | $121.51 | VERIFIED | WordStream/LocaliQ 2025 |
| Business Services — Search | CPL | $103.54 | VERIFIED | WordStream/LocaliQ 2025 |