How to increase Conversion rate in Google ads?

google ads conversion report

If you’re running an online business, then to increase your conversion rate in Google Ads is crucial to your success. Fortunately, there are many strategies you can use to optimize your ads conversion and boost your sales. From A/B testing to streamlining your checkout process, this guide will provide you with actionable tips to start seeing results today.

If you are running a Google Ads campaign for your business and still not getting results, calls & inquiries, then there is something wrong with your Google Ads strategy. If your ads are not optimized then you are probably spending an extra amount of budget on your ad campaigns without getting the results that you can get. We will discuss key points about ways to increase the conversion rate in Google Ads.  It is a paid advertising service by Google for businesses and services. It displays ads on Google and its advertising partner networks on the bases of user queries.

What is the conversion rate in Google Ads?

The conversion rate in Google Ads is the percentage of people who click on your ad and then take a desired action, such as making a purchase or signing up for your email list. The conversion rate in ads is calculated by dividing the total number of ad conversions by the total number of ad clicks.
A good conversion rate for Google Ads will vary depending on your industry and the type of conversions you are tracking. However, it is a general thumb rule is that a conversion rate of 2% or higher is considered good.

Ways to increase Google Ads Conversion rate?

Google Ads are demand fulfillment ads as it shows ads only to the users who search their queries on Google.

SMBs that Advertise online reach 23% more customers than those who don’t advertise online. You can utilize it to improve your marketing efforts for your Business. A good point is that you just have to Sign up from your mobile and only pay for the results.

Google enables businesses to set a budget for advertising and only pay when people click the ads. Here are 29 Google Adword hacks that will help in success rate and clearly gives answers to your various questions about:

How to improve conversion rate in PPC?

How to optimize Google Ads for increasing conversion rates?

Ways to get the maximum number of clicks at a lower cost?

How to reduce cost per conversion Google ads?

What are Google ads clicks vs conversions?

How to increase conversion rate in Google ads?

how to increase conversion rate in google adwords

29 ways to optimize your Google Ads for more conversions

  1. Continuous keyword research
  2. Analysis of the campaign’s progress
  3. Use Broad Match Modifier
  4. Remove negative keywords
  5. Bidding Strategy
  6. Focus on Quality Score
  7. Landing Page Optimization
  8. A/B testing Campaigns
  9. Remove underperforming keywords:
  10. Remove Duplicate Keywords
  11. Remove Under-performing Ad copies
  12. Allocation of budget for ads
  13. Time Scheduling
  14. Mobile-Friendly Landing Page
  15. Use IP exclusions to reduce unnecessary clicks
  16. Remarketing ad Campaigns
  17. Improve CTA in ad copy
  18. Improve Your Click Through Rate (CTR)
  19. Choose device wisely
  20. Use Google Search Term Report
  21. Use Exact match keyword match type for lowering the cost
  22. Use Low competitive keywords
  23. Use of add extension increase your CTR
  24. Keywords in the title and description
  25. Separate ad copies for different keywords
  26. Add Google My Business Listing with ads
  27. Use high-quality pop up on landing page
  28. Conversion Tracking
  29. Keyword Grouping

Conversion adjustments - Google Ads

How to improve Google ads performance?

Now,  we have already seen 29 ways to increase conversion rate in Google ads. I am elaborating on it for you individually.

1. Continuous keyword research

Keyword research is a very essential part of your strategy. For accurate keyword research, only use Google Keyword Planner and also go after Google Search trends. Always try to use keywords that have medium competition and some low competition keywords which define your products or services. Keyword research is a continuous process, so perform it while starting and optimizing your campaign. This strategy will help you to increase the conversion rate in Google ads.

2. Analysis of the Campaign’s progress

In order to optimize your campaign, you must monitor and analyze it on a regular basis. Remove underperforming keywords and ad copies in the ad-group. On the basis of tracking, search terms, landing page CTR (Click Through Rate), etc. make changes in the campaign continuously for the purpose of getting the maximum number of clicks at a lower cost. Monitor the keyword search terms, competitor’s ads on similar keywords, and other factors. These factors will help in increasing your ads of conversions at a minimum cost.

3. Use Broad Match Modifier Keywords

If you have run then you already know that there are only 3 types of keyword match types (Phrase Match, Broad Match & Exact Match) but Broad Match modifier is also available there which can give you tremendous results for your campaign, as it is cost-effective keyword match type. To elaborate, let me give an example if you are having an online mobile store, then buying mobile phones online must be one of your keywords, so if you are using the broad match modifier version of this then you just have to include +sign at the beginning of the keyword. Here you can use +buy +mobile +online

In the above case, your ad will run for multiple keywords which includes these 3 keywords.

It will increase website insight, clicks, ctr, and conversions. If a keyword is having the highest bid, then it would be lowered down by this keyword match type.

4. Remove negative keywords

By using negative keywords in our, we can lower some of the unnecessary clicks. Google gives us the option of adding a negative keyword to the ads.

For example, if you search for the term black hat SEO company, then you can clearly see some of the ads on the top page. Here the company is running its ad on the keyword ‘SEO Company’, for unnecessary clicks they must add ‘black hat SEO Company’ as a negative keyword.

To analyze the search terms and add unnecessary keywords as negative keywords to reduce unwanted clicks and which will further help to increase conversion rate in Google Ads.

5. Bidding Strategy

Be Careful while selecting an AdWords bidding strategy. There are bid strategies in total (Manual CPC, Enhanced CPC, CPA, Maximize Conversions, Maximize Clicks, Target ROAS, Maximize Clicks, Target Search Page Location, Target outranking share, CPM, CPV.  Depending upon your goal, you can choose which networks your campaign is targeting and whether you want to focus on getting clicks, impressions, conversions, or views and you can choose your bidding strategy on the basis of the goals of your business.

If you are new to the Google campaign, then go for maximizing conversions bid strategy and if you want to set bids manually for lowering your ads spent, then you can go with the manual CPC bid strategy.

6. Focus on Quality Score

Quality Score is the measurement of the relevancy of your ad campaign concerning Adgroup, Keywords, Ad-copy & Landing Page. The quality score is directly proportional to the relevancy of ads. The more is the relevancy more is the quality score, the lesser is the relevancy lesser will be the quality score. If the quality score is higher, then there would be a lesser cost per click and a higher ad rank. The Quality score is measured from 0 to 10 scale. Focus on increasing the quality score by following the above measures. Quality score depends on many factors such as keywords, keyword match types, keywords in the ad copy, Click-through-rate(CTR), keywords in the landing page, and other factors.

7. Landing Page Optimization

The landing page must be effective and it must have called to action buttons. It must contain information about user queries and related to the product or service.

To optimize your landing page use high-quality images, and graphics, and use your content wisely.

Always try to make 2 landing pages which will help you to perform A/B testing and choose the page having maximum clicks and conversions.

Here are some of the tools that will help you in creating high-converting landing pages, Unbounce, Leadpages, Landingi, Landerapp, Uncraft, and there are many sites where you can create high-converting landing pages.

8. A/B testing Campaigns

Split test or A/B testing of Ads and create new different variations for one ad. Observe the landing pages and compare their clicks, CTR, and conversions also choose high-converting ones.

A/B testing is a powerful tool for increasing conversion rates in Google. By testing different versions of your website or landing page, you can identify what works best for your audience.

Start by creating two versions of your page, with one key difference between them (such as a different headline or call-to-action). Then, use a tool like Google Optimize to split your traffic between the two versions and track which one performs better. Use the results to make data-driven decisions about how to optimize your website for maximum conversions.

Make different ad copies for one ad and use different variations having multiple keywords and offers and then we can get the best-performing ad copies after analyzing it.

As discussed above you can perform A/B testing by using different ad copies, landing pages, keywords, offers in the headlines, and descriptions.

9. Remove underperforming keywords

Examine the ads and their keywords just eliminate the keywords that aren’t getting clicks/conversions and expand upon the ones that are giving more conversions.

Keywords are a very essential part of your conversion optimization strategy.

If a keyword is not performing, then it is better to remove it from ads. Eliminate the Keywords with lesser search volumes.

10. Remove Duplicate Keywords

Sometimes it happens that we choose multiple keywords, without knowing the fact that it can lead to duplicity in the Keywords. It is good for us to remove such duplicate keywords for the purpose of optimizing Google Adwords for better conversions.

Steps to remove duplicate keywords:

Just visit Google-ad Dashboard

Login to your ad account,

Click on Search Ad Campaign,

Click on Adgroup,

Now open Keywords,

Analyze keywords and their match types from the dashboard or you can also download sheets from each keyword from different ad-groups. And, Now remove duplicate keywords.

11. Remove Under-performing Ad copies

As discussed above, continuously monitor ads and ad copies by analyzing reports regularly.

The ad copies which are not giving clicks and conversions can be removed. If you don’t want to remove the full ad copy, then you can just replace some words and keywords from the Ad copy. Use relevant keywords in the ad copies along with offers. If you are getting more clicks and a lesser number of conversions for an ad copy, then it is better to remove such ad copies. You just need to analyze CTR and pause the ads with lesser CTR.

The ad copy with lesser CTR will give a lesser number of conversions.

12. High-Quality Ads

If you are new to the google-ads, it will not be easy for you to create a good-quality ad. Just view your competitor’s ads and create high-quality ads that are relevant to your target audience.

Creating high-quality ads requires careful planning, understanding your target audience, conducting keyword research, and continuously optimizing your campaigns based on performance data. By focusing on relevance, value, and user experience, you can maximize the benefits of your Google Ads campaigns.

13. Time Scheduling

This is an option that is available so that we can define the time of showing our ads to our customers.

Show ads at the right time by checking results, and analyzing the fact that at what time you are going to show your ads to your customers. On holidays you are going to get the maximum number of clicks and conversions.

If you are running your ads at the right time, then you are going to get the maximum number of impressions and clicks. In the beginning, just run your ads for 7 to 10 days. After getting the clicks during the time, you will get the time when more people are interacting with you via ads. Now, use the time when you are getting more interactions. You can also break the timing into different phases according to the interactions.

14. Mobile-Friendly Landing page

The landing pages which you are using for your campaign must be mobile-friendly. If a landing page is not mobile-friendly, then it’s not user-friendly. Because of the fact that most of your customers use their mobile phone for searching on Google SERPs.

According to a survey, nearly 70% of users use mobile phones while searching for anything on Google Search engines.

You just need to test whether the page is mobile-friendly or not, if not then make it accordingly. Use a tool by Google for checking your website’s mobile-friendliness. You just need to put your website’s URL in the space available for checking your site’s mobile-friendliness. It gives a score of 1 to 100. If your website’s score is above 90, then it is a perfectly designed mobile-friendly page. This tool gives a score on the mobile version as well as the desktop version of your site. You just need to analyze the issues mentioned and take the necessary steps mentioned in it.

15. Use IP exclusions to reduce irrelevant clicks

We can use this method if we are getting multiple clicks from the same IP address.

It always happens that your competitor clicks on your ads to exhaust your budget. This is possible only if you know the IP addresses which are giving you unnecessary clicks.

Sometimes it also happens that people working in your company search your website and sometimes they click on ads rather than organic searches then you can exclude your IP address.

For excluding certain IP addresses just go to settings, and select the campaign from which you want to exclude those IPs, you can see the IP Exclusion option if it is not visible then go to additional settings and find IP exclusion.

16. Remarketing ad Campaigns

As the word suggests, remarketing is marketing again and again. Remarketing ads campaigns are designed to promote your website or app to show ads to customers who previously visited your website.

Remarketing is used to increase the conversion rate of the campaign.

(RLSA) Remarketing lists for search ads provide you an opportunity to optimize your search campaigns by letting you tailor your keyword bids & ad text for your prospects -the people who have already visited your website in the past – when they start searching for what you promote and sell.

You can easily create a remarketing display ad and search campaign. This remarketing strategy is probably going to increase your ads’ conversion rates.

17. Improve CTA in ad copy

CTA stands for a call to action. Simple marketing tip, If you show your customers what they are looking for, then they will pay you for what you are offering. Always try to add compelling and attractive CTA in your ad copy.

For example, Amazon used CTA on the ebook product page, click to look inside.

If you are selling mobile phones online, then there would be CTAs for you: One year warranty, Book Now, and get discounts. The CTA can increase Click-Through Rates (CTR) which will again help you to increase conversion rates in the Google Ads Campaign.

18. Improve Your Click Through Rate (CTR)

There are many factors that we can use to increase our ads CTR which are Call to action, keyword in the title, keyword in the description, themed keyword ad copies, use offers in the title, use offers in the description, use all types of ad extensions and it will help you in optimizing conversion rates in the Google Adword.

19. Choose device wisely

Google has provided you the option of showing ads to the most used devices(Mobile, Tablet, and Desktop). Call only ads only run on calling devices. You can run other Search ads and display them on any of the above devices.

You are already knowing the fact that the device bidding strategy can be made after analyzing the campaign progress for 5-7 days for a particular location and particular keywords.

After Analyzing the campaign reports, you can easily find out the most used devices which can be very helpful in giving more conversions in Google-Ads.

20. Use Google Search Term Report

Search term reports are shown in the Google-Ads to give the specific keywords from which people searched for you and visit your website. We can also call it user queries to reach our ads. Google Search terms are beneficial, as you can remove unwanted keywords, add those keywords as negative keywords, and you can also add some of the highly searched user queries. These search terms can be used to analyze and add highly searched keywords and their different variations in each ad group within the campaign.

21. Use Exact match keyword match type for lowering the cost

Yes, you are reading it right, an exact match is the cost-effective match type, as if you are using an exact match keyword match type then people only can reach your website with the specific keywords.

For example, if you want to sell a mobile phone online, then you only wish to use keywords that can define your business. So in this case, you will be using [buy mobile phone online] and by using this keyword your ad will only show up for this specific keyword which will help you to reduce the irrelevant, and hence it lowers your budget and gives accurate results.

So using the exact match keyword match type will certainly help in lowering your ad budget and increasing conversions.

22. Use Less competitive keywords

Everyone is using highly competitive keywords as it has more search volumes and their bidding is higher.

So it is most recommended to use the low competitive keyword as its bidding is lower which means you have to pay lesser for the clicks.

Low competitive keywords cost lesser. Use long-tailed keywords in your ad campaign to get more impressions, clicks, and conversions.

When you perform keyword research for a particular set of keywords, then you can find that there are 3 types of keywords in terms of competition, low competition, medium competition, and high competition.

23. Use Ads Extensions

Using the relevant ad extensions can increase the CTR of the campaigns. These Google ads Extensions are extra pieces of information that are used to seek the attention of the customers.

The ad extensions offer valuable opportunities to enhance your ads, increase engagement, improve ad rank, and deliver a better user experience. By utilizing relevant ad extensions, you can maximize the benefits of your Google Ads campaigns and drive better results for your business.

There are different types of extensions which are as follows :

  • Message Extension
  • Call Extension
  • Sitelink extension
  • Callout Extension
  • Structured Snippet Extension
  • Price Extension
  • Location Extension
  • Promotion Extension
  • App Extension
  • Affiliate Location Extension

24. Keywords in the Title and Descriptions

The best way to do this is to perform keyword research and then find out the top 15 keywords and use those keywords in title 1 and title 2, description 1, and description 2.

If you use keyword-themed ad-group, ad copies by including keywords in the title and description, then you are going to get maximum clicks and conversions at the lowest cost of bidding. A combination of offers along with keywords will give you much better clicks and conversions. Make 3-4 variations of ad copies in an Ad Group with different combinations of keywords. Now, run your ads for 7 days. After analyzing the results of the different ad copies, pause the ad with a lower CTR.

25. Separate ad copies for different keywords

Always try to assign separate ad copies for a similar set of keywords, this will help you to get relevant impressions and clicks.

For example: If you are a Digital Marketing Agency and running ads on, a digital marketing agency in India then take its few variations in ad copies

And your other keywords like SEO agency in India must be used in different ad copies.

Just follow the simple steps:

  1. Perform Keyword Research with Google Keyword Planner.
  2. Allocate keywords in three different categories.
  3. Make 3 ad groups using the themed keyword.
  4. Make 2-3 ad copies in a particular ad group by using those themed keywords

This strategy itself will help you to Maximize Conversions in Google Ads.

26. Add Google My Business Listing with ads

Yes, it is possible to show your Google Business listing on Google search ads. It can be easily done by just adding a location extension and syncing it with the Google Business listing.

It is a cost-effective technique as many of the brands use it to increase clicks and conversions. GMB helps to lower your bidding cost and your ads are shown on top of the first position on the map and above the 3 Peg Google listing.

27. Use the Form and pop-up on the Landing page

CTA (Call to Action) button is a very important part of your landing page. A landing page without any CTA will not capture leads for you. So, it is recommended to have a form fill-up option, a WhatsApp button, and click to call button on the website. Now for getting more leads, you can put an exit pop-up to grab the attention of the users.

If a user visits your website and does not fill up the form, then you can grab his attention with a high-quality exit pop-up form by showcasing the best offers.  Use high-quality exit pop up to grab the attention of users by showcasing the offers.

Always keep in mind that pops are used to grab the attention of the users, so do not make them look spammy or irrelevant.

28. Conversion Tracking

Conversion tracking is a free tool that can be used in Google for tracking particular pages, and it shows you what happens after a customer interacts with your ads – whether they purchased a product, or service, signed up for your newsletter, called your business, or downloaded your business app. It is very easy to set up a conversion tracking code with Google Analytics if you have installed Google Analytics code on your website. Set up your own goals and use conversion tracking in Google ads campaigns. You can set up conversion tracking codes with Google  Tag Manager also. If you are not knowing about it, then you can also get help from the Google Tag team. 

We are very much aware of the fact that consumer behavior is an important part of marketing strategy, so you can optimize your paid ads after performing and analyzing their conversions.

29. Keyword Grouping

Keyword grouping is the process of making a group of similar keywords and using those keywords to create keyword-rich content to increase the relevancy, and quality score, and improve the CTR of the ads. After performing keyword research, select similar keywords, and assign them to different groups.


Now you have understood the 29 different ways to optimize yours for conversions. Before making an ad just identify the need of the business and then choose the type of Google Ad campaign, Search, Display Network, or Shoppings ads campaigns. After performing keyword research from Google keyword planner, make a list of keywords and focus on keyword grouping, make ads with tightly themed keywords with high-converting landing pages which will help in increasing the quality score of the ads and which will further help you in increasing conversion rates in Google Adwords Campaign.  Follow the above-mentioned points which will help you in lowering bids, lowering cost per conversion, and helping in optimizing your ads for conversions. Now you have got the answer to your question, How to increase the conversion rate in Google ads?

You can generate more leads for your Business at a lower cost per lead with these Ads Optimization strategies to increase the conversion rates of your ad campaign. 

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