Pay per click advertising can be an amazing tool for generating revenue for your business. However, something that can sneak into your PPC advertising and ruin your ROI: dead-end leads. They are pretty much the worst. I'll explain why in a moment, but first let me tell you about my "straw that broke the camel's back" moment with dead-end leads
Part of my job is to keep up with the performance of our pay-per-click (PPC) marketing efforts. One day, I checked in with our PPC expert to see how our lead generation was going. He told me that we had recently received (and had to pay for!) a lead coming from the search query "How to Get on McDonald's Mailing List." I have news for you: That person isn't looking for targeted marketing lists to use for their direct mail marketing. So, we just paid for a lead that's nothing more than a dead end.