How You Can Increase Your Google Ads Conversion Rate

Google Ads are an effective way to advertise your growing business, using a type of PPC (Pay-Per-Click) advertising.  Google Ads may be shown within the Google search network or video campaigns showing ads, in videos, or on YouTube. They may even appear on Google Maps, anywhere people with questions are looking for answers!

Google Ads have been adapted to suit the ever-changing world of technology, recognising that people rely on mobile phones to search for products, play games, watch videos and browse content.

Improving Your Google Ads Conversion Rates

Google Ads operates as a Pay-Per-Click (PPC) advertising service. However, clicks don’t always convert into sales.

One reason campaigns may fail to convert is that they are poorly designed and run by people who lack experience. This often leads to wasted time, effort and money as the campaign fails to produce results. Many businesses will use digital marketing specialists like Ginger Digital to successfully execute their PPC advertising campaigns.

PPC Advertising

It’s essential to recognise which keywords within your PPC ads rank highest on search engines. This will help to focus future ads and campaigns on the intended target audience. It’s also helpful to know which campaigns are most successfully promoting your business.

Another way to improve your conversion rate is to review high-converting keywords regularly. This will allow you to gauge which keywords people are searching for and tailor your Google Ads to encourage more business.

Ways to Increase Campaign Conversion Rate

Receiving a high number of clicks doesn’t necessarily mean more revenue; a significant portion of these clicks may not convert to sales, resulting in a loss of income.

The best way to ensure you only receive clicks from potential customers is to check your advertising content doesn’t falsely advertise alternative services. If you include words and phrases about something related to your business but not something you offer, visitors to your site realise you aren’t selling what they are looking for, resulting in a wasted click and unnecessary funds spent, costing you more money.

For example, you may be a business generating your custom by selling wakeboards. You have included in your advert ‘for all of your wakeboarding needs’ and are receiving a high number of clicks but minimal conversions. This may be because you are acquiring visitors looking to take part in a wakeboarding experience, but this is not something you offer; therefore, they are exiting your site without making a purchase.

In this instance, you can add ‘negative words’ to a Google Ad, which will filter your ad out of searches for products and services you don’t offer. Adding ‘wakeboarding experience’ as a negative word will ensure your brand does not appear in searches for those looking for experiences and will steer the correct traffic toward your site.

Strategies to Improve Conversion Quality

If your conversion rates are not performing as well as you would like them to, there are some additional strategies you can apply to your campaign to get the most out of Google Ads.


You should consider remarketing the business to refine searches for the products or services you offer. By taking Google Ads’ conversion tracking into consideration when remarketing your business, you can tailor your marketing strategies to suit your target audience.

PPC Advertising

Build on positive conversion trends: you can present your business so that anybody visiting your website can guarantee they have reached the right destination.

Landing Page Copy or Design

Another strategy you could implement is to tweak your landing page to suit your Google Ads campaign better. The landing page needs to reflect the Google Ads campaign fully, this may entail making suitable changes to your landing page to ensure customers are not arriving on a page and are presented with something different.

By reviewing your site’s overall appearance and producing strategic copy for your business, you can ensure any visits to your site result in positive PPC conversions.

Refine Your Target Audience

One of the many reasons you may not be receiving as many conversions as you would hope for could be that you are trying to target an audience that is too wide.

The above testimonial from iNexus shows how a well managed PPC Campaign can make all the difference.

By refining your vocabulary and marketing strategies to target customers with a particular interest in the product or service you are promoting in the campaign, you can almost guarantee that any site visits will have been proactively looking for the product or service. Therefore, they will have found what they are looking for in your business and will hopefully provide you with another PPC conversion!

Google PPC Advertising With Help From PPC Advertising Specialists

Google Ads are an effective way to promote your business across some of the largest platforms in the world. Investing in a professional’s understanding of advertising using Google Ads can optimise your business.

If you are looking to improve your Google Ads conversion rate, contact Ginger Digital. With our expertise acquired through years of experience, we can help your PPC advertising do more for less.

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