How to Increase Conversions with Google Ads: Guide

Google Ads is one of the most powerful digital advertising platforms available today.

It offers businesses the ability to target users based on search intent, demographics, location, device, and more.

But simply running ads isn’t enough — increasing conversions is the real goal.

Whether you're looking for more purchases, leads, sign-ups, or phone calls, this guide will show you proven strategies to boost conversions with Google Ads.

1. Understand What a Conversion Means for Your Business

Before diving into tactics, clearly define what a “conversion” is for you:

E-commerce: Purchase, add-to-cart, newsletter sign-up
Lead Generation: Contact form submission, phone call, quote request
SaaS/Service: Free trial, demo booking, email subscription

Use Google Ads Conversion Tracking or integrate Google Analytics 4 (GA4) to track these actions. You can also assign conversion values to understand ROI.

2. Use the Right Campaign Types for Your Goals

Not all Google Ads campaigns are equal. Choose the campaign type that aligns with your goals:

Search Campaigns

Great for capturing high-intent traffic. People searching for “buy tennis shoes online” are more likely to convert than those just browsing.

Display Campaigns

Best for awareness or retargeting.

Less direct intent, but useful for visual branding and re-engagement.

Performance Max

A goal-based campaign using machine learning to optimize across all Google channels (Search, Display, YouTube, Discover, etc.).

Ideal if you have clear conversion goals and enough data.

Shopping Campaigns

Essential for e-commerce. Showcases products with images, prices, and reviews directly in the search results.

Video (YouTube) Campaigns

Good for brand awareness and remarketing.

Pair with custom audiences for best results.

3. Keyword Targeting: Go Beyond the Obvious

Effective keyword targeting is critical for increasing conversions.

Start with Intent

Focus on commercial and transactional keywords:

“Buy DSLR camera online”
“Best CRM for small business”
“Free trial project management software”

Avoid overly broad or informational keywords unless part of a longer funnel.

Use Match Types Strategically

Exact Match: High precision, lower volume, great for proven converters.
Phrase Match: Balance of control and reach.
Broad Match (with smart bidding): Good for discovery if used carefully.

Add Negative Keywords

Prevent wasting budget on irrelevant searches:

Add “free”, “jobs”, or “DIY” as negative keywords if they don't align with your offer.

Use Keyword Planner & Search Terms Report

Use Google Keyword Planner to find high-converting terms.
Analyze the Search Terms Report to discover real queries that triggered your ads — and refine accordingly.

4. Improve Your Ad Copy to Drive Action

Ad copy is your first chance to convert. Make it count.

Best Practices for Text Ads:

Headline 1: Include main keyword + value prop
Headline 2: Include a benefit or urgency (e.g., “Free Shipping Today”)
Headline 3: Trust signal or brand name

Description:

Focus on benefits, not features.
Include a strong call to action: “Shop Now,” “Get a Free Quote,” “Start Your Free Trial”

Use Ad Extensions:

Sitelinks: Direct to specific pages
Callouts: Highlight USPs (“24/7 Support”, “Easy Returns”)
Structured Snippets: Show product/service categories
Call Extensions: Add your phone number
Lead Form Extensions: Capture leads right from the ad

These extensions make your ad more useful and increase CTR, which boosts Quality Score and lowers CPC.5. Optimize Your Landing Pages

Your ad is only as good as the page it leads to. A high-performing landing page is essential for increasing conversions.

Characteristics of High-Converting Landing Pages:

Fast load speed (under 3 seconds)
Mobile-friendly design
Clear and relevant headline matching the ad
Concise copy focused on user benefits
Strong call to action (CTA)
Trust signals: Reviews, testimonials, badges
Minimal distractions (no unnecessary links or nav bars)
A/B tested elements (CTA color, form length, headline variants)

Use tools like Google Optimize, Unbounce, or Instapage to test different landing page versions.

6. Leverage Smart Bidding Strategies

Google’s Smart Bidding uses machine learning to optimize for conversions in real-time.

Recommended Smart Bidding Strategies:

Maximize Conversions: Good for early-stage accounts with low conversion volume.
Target CPA (Cost-Per-Acquisition): Set a target cost you’re willing to pay per conversion.
Target ROAS (Return on Ad Spend): Ideal for e-commerce or value-based campaigns.
Enhanced CPC (eCPC): Still uses manual bidding but adjusts bids based on likelihood of conversion.

Tip: Avoid switching bidding strategies too frequently.

Give Smart Bidding time to learn — usually 7–14 days.

7. Use Remarketing to Recover Lost Conversions

Most users won’t convert on their first visit. Remarketing helps bring them back.

Types of Remarketing:

Standard Remarketing: Show display ads to past site visitors.
Dynamic Remarketing: Show the exact product a user viewed.
RLSA (Remarketing Lists for Search Ads): Adjust bids or show special search ads to past visitors.
YouTube Remarketing: Target people who interacted with your YouTube videos or channel.

Best practices:

Segment audiences by behavior (cart abandoners, blog readers, converters).
Use exclusion lists to avoid showing ads to converters.
Cap frequency to avoid ad fatigue.

8. Implement Audience Targeting and Segmentation

Beyond keywords, audience signals improve targeting and conversion rates.

Use Audience Types:

In-market audiences: People actively researching products/services like yours.
Affinity audiences: Broad interest-based categories (e.g., fitness buffs, tech enthusiasts).
Custom segments: Create your own based on keywords, websites visited, or apps used.
Customer match: Upload your customer list to retarget or create lookalikes.

Layering audiences with keywords helps improve ad relevance and increases conversion rates.

9. A/B Test Everything

Regular testing is key to improving performance.

Test Elements Such As:

Headlines
Description text
CTA button copy
Images (for display or video)
Bidding strategies
Landing pages

Always test one variable at a time and let your tests run long enough to get statistically significant data.

Use Experiments in Google Ads to run split tests directly inside the platform.

10. Improve Quality Score

Quality Score impacts your ad rank and cost-per-click (CPC).

A higher score means lower costs and better ad placement.

Factors That Affect Quality Score:

Expected CTR: How likely your ad is to be clicked
Ad relevance: How closely your ad matches the searcher’s query
Landing page experience: Relevance, usability, and loading speed

Actionable Tips:

Improve site speed and mobile usability

Value Rules
Group similar keywords into tight ad groups
Write relevant, keyword-rich ad cop
Ensure your landing page matches ad intent

11. Use Conversion Value Rules

If you assign different values to different conversions (e.g., trial vs. purchase), use Conversion Value Rules in Google Ads.

You can:

Prioritize conversions from high-value customers
Increase bid value for certain locations, devices, or audiences
Optimize better for profitability, not just volume

12. Monitor & Optimize Regularly

Don't set your campaign and forget it. Regular optimization is vital.

Weekly Tasks:

Check Search Terms Report
Pause low-performing keywords or ads
Adjust bids based on performance
Add negative keywords

Monthly Tasks:

Analyze performance by device, time, location
Refine audience targeting
Test new ad variations
Review conversion data and attribution

Use Google Ads Reports, GA4, and Looker Studio (formerly Data Studio) for deeper insights.

13. Take Advantage of Ad Automation Features

Google Ads offers automation tools to simplify management:

Responsive Search Ads: Automatically test combinations of headlines/descriptions
Performance Max Campaigns: Optimize across all Google networks
Automated Rules: Pause underperforming ads, adjust bids, send notifications
Scripts: Automate tasks like bid adjustments or budget pacing

Automation saves time and allows you to focus on strategy and creative.

14. Align Your Campaign with the Full Funnel

Conversions don’t always happen on the first click. Align your Google Ads strategy with the customer journey:

Top of Funnel (TOFU): Brand awareness, educational content (Display, YouTube)
Middle of Funnel (MOFU): Consideration, product comparisons (Search, Remarketing)
Bottom of Funnel (BOFU): Direct conversions (Search, Shopping, Performance Max)

Use attribution modeling (Data-Driven, Position-Based) in Google Ads to better understand how different campaigns contribute to final conversions.

Conclusion

Increasing conversions with Google Ads requires more than just setting up campaigns — it demands strategic thinking, data-driven decisions, and ongoing optimization.

Here’s a quick recap of what you need to do:

Track and define conversions clearly.
Choose the right campaign types.
Target high-intent keywords and use match types wisely.
Write compelling, benefit-driven ad copy.
Optimize landing pages for speed, clarity, and usability.
Use Smart Bidding and let it learn.
Leverage remarketing and audiences.
Test consistently — everything from ad copy to landing pages.
Improve Quality Score to reduce costs.
Monitor, measure, and adjust regularly.

By applying these tactics systematically, you’ll not only drive more conversions, but also get more value out of every advertising dollar you spend.

Thursday, July 3, 2025