How to Improve Conversion Rate in Google Ads?

How to Improve Conversion Rate in Google Ads

The average conversion rate for Google Ads is 4.40% on the search network and 0.57% on the display network. However, the average is not what most advertisers want. Even if you can drive a good amount of web traffic from the ads, it is important to ensure that enough people are actually taking positive action (signing up, making a purchase, etc.). This is called ‘conversion.’ If you want to skyrocket your conversion rate, here’s how to optimize your PPC strategy in Google Ads.

7 Ways to Improve Your Google Ads Conversion Rate

Pay-per-click advertising delivers immediate and proven results. In fact, advertisers make an average of $2 in ROI for every $1 they spend on Google Ads. However, achieving a good conversion rate is pretty challenging. Often, it may take months of testing and optimizing to achieve a worthwhile PPC conversion rate.

Therefore, we have compiled the best tips to improve your conversion rate for Google Ads. Let’s dive in:

  1. Create Strong First Impressions With Powerful Headlines

The popular adage goes “do not judge a book by its cover,” but when it comes to PPC optimization for better conversions, we will do just that.

This is because first impressions matter in digital marketing. And your ad’s ‘headline’ plays an integral role in creating a lasting impression. It is the first thing in your PPC ad that potential customers see. Therefore, it has to be impactful, which grabs their attention instantly and induces them to click.

You have just 90 characters to curate a headline that boosts your conversions. Make the most of this space. One way to do it is by adding a sense of urgency. Take these two headlines as examples:

Headline 1: The clock is ticking! Check out now and grab a 10% discount

Headline 2: We saved your shopping cart for you!

Both headlines are shopping cart reminders. However, the first one creates a sense of urgency and is likely to drive more positive actions.

Another idea is to use a good headline analyzer. These tools can help you create a powerful headline based on key phrases, length, choice of words, how it is shown in search engine results, etc.

Finally, the pay-per-click headline should include a call-to-action and briefly summarize what the business, product, or service is all about. Check out the examples in the below image:

First Impressions With Powerful Headlines

  1. Improve Your Calls-To-Action

CTAs are an integral component of a successful PPC strategy, helping your visitors navigate the buying journey and impacting the conversion rates directly. A strategic call-to-action is highly effective in drawing customers’ attention, triggering their interests, and guiding them through the purchase process. See the below example:

Improve Your Calls-To-Action

Here are some quick tips to create tantalizing CTAs for effective PPC optimization:

  • Use an attention-grabbing and action-focused copy that makes the CTA pop from the rest of the ad
  • Add an element of urgency
  • Keep it simple, clear, and crisp
  • The CTA must clearly tell the customers what lies beyond the click, i.e., what they can expect in return of the click

Check out the image below to know the top-performing CTAs in text ads:

Call To Action

Image Source

So, if you want to boost conversions for your PPC ads, it is a no-brainer that you should begin testing and improving your calls-to-actions. Powerful CTAs even helped one brand drive a 148% boost in paid leads.

  1. Build Trust Using Social Proof

Let’s face it – consumers have become more informed than ever. They choose to connect with brands that have established trust in the market and are reliable. Therefore, reviews matter. In fact, 93% of consumers say that reviews have a direct impact on their buying decisions. So, one of the most effective ways to boost your Google Ads conversion rate is by using social proof.

Not sure how social proof works?

See below – which of these PPC ads you are likely to click on?

google ads       

In most cases, people will begin with the PPC ad that shows a 4.5 rating and 2k+ reviews.

So, make the most use of social proof and add them directly in your ad copy, with extensions, or anywhere you think would capture the attention of the visitors.

  1. Improve Your Ad-to-Page Relevancy

When customers click your ad, they have certain expectations in mind. They visit with interest and you must maintain the right ad-to-page relevancy to ensure your brand messaging remains consistent. If you promise something in your ad and deliver something else on the landing page, it can be a huge turn-off for the customers. This can significantly impact your conversion rates.

Maintaining ad-to-page consistency is crucial because it helps establish trust among potential customers. Certain things that were in your pay-per-click ad should not change on your landing page or throughout the buying journey. These include the ad design, its look, and feel, the copy’s voice, or the offer that you mention in the ad. When you tweak these components too much, it can confuse your prospective buyers and the bounce rate may go up.

Right from Google Ads to your landing page and even during checkout, it is crucial to maintain ad-to-page relevancy. It helps build a good impression, increasing the likelihood of better conversions.

  1. Create Landing Pages That Convert

The landing page plays a crucial role in wooing your potential customers and compelling them to take positive action. So, make sure creating impactful landing pages remains to be one an integral component of your PPC strategy. Here’s how you can ramp up your PPC conversions using powerful landing pages:

  • Write a relevant, engaging, and compelling headline that clearly states your USP
  • Make sure your landing pages load fast; otherwise, it can be disappointing for your prospects and they may leave
  • Target specific audiences using personalized landing pages with highly relevant content
  • Use social proof that can encourage your prospects to trust your brand and convert
  • Make your calls to action stand out
  1. Use Mobile Ads

As the world is deeply and madly engaged on mobile devices, using mobile ads can be an effective way to target high-intent users and get more visitors. For this, it is important to understand how mobile users interact online, and likewise, create an ad copy and landing page that will appeal to them.


Boosting Google Ads conversion rates can be cumbersome. It is crucial that you test what works and what does not, and continuously monitor for effective PPC optimization and better conversions. Hopefully, the above tips will help you optimize your PPC strategy and boost your conversion rates on Google Ads.

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