This week, I had the opportunity to attend Lead to Profit with Google at their London office. The day brought together product specialists, agency partners, and performance marketers to discuss one crucial thing: how to turn leads into long-term profit using AI and first-party data.
And the message couldn’t have been clearer:
The businesses that act now on AI and first-party data will lead the future.
Here are the key insights from the day and why they matter to anyone running lead generation campaigns.
1. The Old Playbook Is Fading - Here’s What’s Replacing It
With third-party cookies disappearing and user privacy tightening, traditional targeting and measurement methods are losing their power. Google’s advice? Don’t wait for a perfect replacement, build around what you already have.
They laid out a simple but powerful 3-step framework:
1. Map your lead-to-sale journey.
2. Measure the right actions using privacy-safe, first-party data.
3. Activate your campaigns using enhanced conversion values to drive smarter bidding and better ROI.
2. AI Isn’t a Buzzword - It’s Already Changing Everything
Google unveiled the latest in their AI stack, from Gemini 2.5 to Veo (text-to-video) and Imagen 4 (text-to-image).
They introduced AI Max for Search, which uses intent signals, landing page data, and ad copy to match users beyond exact or phrase keywords. It’s like Performance Max, but layered into Search campaigns.
Brands using AI Max reported +14% more conversions at a similar CPA. For campaigns heavily reliant on phrase or exact match, that uplift jumps to +27%.
I’m also reassured to see Google providing brand safety controls (like URL exclusions and asset removal).
3. Enhanced Conversions for Leads: The New Gold Standard
One of the most valuable sessions for me focused on Enhanced Conversions for Leads (ECL)
Why it matters:
• It improves measurement across devices and platforms
• It helps with smarter bidding (tCPA and tROAS)
• And it delivers 10% more conversions than traditional offline imports
4. Demand Gen: The Unsung Hero of Lead Funnels
Google also showcased Demand Gen campaigns, which run across YouTube, Discover, and Gmail. Unlike Search, Demand Gen helps create demand before users are even looking for your service.
Combined with Performance Max, it’s proving powerful. For advertisers using all three (Search, PMax, Demand Gen), Google reports:
• +10% higher ROAS
• +33% more conversions when product feeds are used
It was a good reminder that YouTube isn’t just for awareness anymore, it can drive real leads with the right strategy.
Final Thoughts:
The future of lead gen belongs to those who integrate first-party data and embrace AI-powered optimisation.
But it doesn’t need to be overwhelming. As Google put it: Map. Measure. Activate. If you’ve got a website and a CRM, you’re already halfway there.
