What Do You Optimize for When the Sale Happens 2 Years Later? | PPC TH 129

What do you optimize for when the lead you get today might not become a customer for another two years?That’s the problem David Newson deals with in wealth management, where long sales cycles make many of the usual PPC signals much less useful.In this episode of PPC Town Hall, David and Fred talk about what happens when Google Ads gets plenty of conversions, but they’re not necessarily the right conversions. David shares what happened when his team tried Performance Max and saw lead volume increase while lead quality dropped sharply.From there, they get into a bigger question: how do you give Google useful feedback when the real business outcome happens months or even years later?They talk about:- Why early signals can matter more than waiting for the final sale- How David thinks about PPC for a 24-month sales cycle- The problems that come up when CRM data, compliance, and advertising platforms don’t work neatly together- Why more leads can sometimes make campaign performance worse- How to think about measurement when marketing data will never be perfectly clean- Why David believes there’s a finite set of keywords that really matter in wealth management- Why he encourages firms to give away more of their knowledge- What he’s seeing from AI-driven discovery, including one client getting 65% of its year-to-date leads from LLMsDavid works in an industry where a lot of the easy PPC answers stop working. You can’t simply wait for a closed deal and assume the ad platform will figure everything out from there. Sometimes the better question is: what can we learn much earlier in the customer journey that tells us whether we’re heading toward the right outcome?Hope you enjoy the conversation.Follow David here: https://www.linkedin.com/in/newson/Follow Fred: https://www.linkedin.com/in/frederickvallaeys/

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