To increase conversion rates in Google Ads, use high-intent keywords, optimize ad copy and landing pages, enable conversion tracking, and run A/B tests regularly. Smart bidding and remarketing also help turn more clicks into customers.
Why Conversion Rate Matters in Google Ads
Conversion rate is the percentage of users who complete your desired action—like purchases or form fills—after clicking your ad. Without a high conversion rate, your ad budget gets wasted on traffic that doesn’t act.
Let’s explore 9 proven ways to improve your Google Ads conversion rate, based on results-driven strategies.
1. Use High-Intent, Transactional Keywords
Don’t chase generic keywords. Instead, target phrases with buying intent:
- “Best digital camera under ₹50,000”
- “Hire SEO expert in Kolkata”
- “Buy jute bags wholesale”
Pro Tip: Use Google Ads’ “Search Terms” report to identify which keywords actually lead to conversions.
2. Write Compelling, Action-Focused Ad Copy
Make your ad copy irresistible by:
- Highlighting USPs (e.g., “Free Shipping in India”)
- Using urgency triggers like “Limited Time Offer”
- Including direct CTAs: “Book Now,” “Start Free Trial,” “Get a Quote”
Keep it aligned with the landing page messaging for better Quality Score and trust.
3. Optimize Landing Pages for Conversions
Your ad may be perfect, but if your landing page fails, conversions suffer. Ensure it’s:
- Fast-loading (under 3 seconds)
- Mobile-optimized
- Focused on one CTA
- Trust-building (testimonials, awards, reviews)
4. Add Ad Extensions to Increase Visibility
Use these smartly:
- Sitelinks: Highlight product pages, About, FAQs
- Callouts: Emphasize key benefits
- Structured Snippets: List services or features
- Call Extensions: Add a direct phone number
They increase your ad’s click space and conversion chances.
5. Use Smart Bidding Based on Real Conversion Goals
Switch to automated bidding strategies like:
- Target CPA (for lead generation)
- Maximize Conversions (great for small budgets)
- Target ROAS (ideal for eCommerce)
Make sure GA4 or Google Tag Manager is tracking every key conversion accurately.
6. Run A/B Tests Regularly
A/B testing reveals what actually works. Test:
- Ad headlines & CTAs
- Button colors on landing pages
- Long-form vs short-form content
- Different offers (e.g., free trial vs. discount)
Small changes often lead to big conversion lifts.
7. Use Negative Keywords to Filter Junk Traffic
Avoid clicks from users who won’t convert by excluding terms like:
- “Free” (if you offer paid products)
- “Jobs” (if you’re not hiring)
- Locations you don’t serve
Check the “Search Terms” report weekly to add new negatives.
8. Set Up Remarketing Campaigns
Only 2–5% of users convert on the first visit. Use remarketing to:
- Re-engage visitors who didn’t convert
- Offer time-limited discounts
- Remind them of abandoned carts or forms
Use Display remarketing or RLSA (Remarketing Lists for Search Ads).
9. Analyze & Refine Campaigns Weekly
Use GA4 + Google Ads reports to measure:
- Conversion rate by keyword
- Device performance
- Bounce rate on landing pages
- Demographics or geos that underperform
Adjust based on real user data, not assumptions.
Mini Case Study: From 1.9% to 6.4% Conversion Rate
Client: Regional B2B service provider in Eastern India
Problem: High CPC, low conversions despite good CTR
Strategy:
- Replaced generic keywords with location-specific high-intent ones
- Redesigned landing page for mobile and added trust badges
- Switched to Target CPA bidding
- Added remarketing for non-converters
Result:
Conversion rate jumped from 1.9% to 6.4% in 6 weeks
Cost per conversion dropped by 40%
Leads tripled with no budget increase
Quick Checklist: Boosting Your Google Ads Conversions
| Action Step | Done? |
|---|---|
| High-intent keywords only | ☐ |
| Strong, benefit-driven ad copy | ☐ |
| Fast, mobile-first landing pages | ☐ |
| Use of all relevant ad extensions | ☐ |
| Smart bidding with conversion tracking | ☐ |
| A/B tests every 2–4 weeks | ☐ |
| Negative keyword list updated weekly | ☐ |
| Remarketing campaigns running | ☐ |
| Weekly performance analysis in GA4 | ☐ |
Why Choose Anatomy of Brands?
At Anatomy of Brands, we don’t just “run ads”—we engineer conversion-centric performance campaigns backed by data, creativity, and platform expertise. Whether you’re an eCommerce brand or a service provider, we optimize every click and every rupee.
👉 That’s why we’re trusted as the best performance marketing agency in Kolkata.
Ready to Turn Clicks into Customers?
If you’re tired of burning money on Google Ads with no results, let’s change that.
📞 Contact Us today for a free Google Ads audit and strategy session. Let’s build a campaign that converts.
1. How do I calculate conversion rate in Google Ads?
It’s simple! Your conversion rate tells you how many people took action (like filling a form or making a purchase) after clicking your ad.
Here’s the basic formula:
Conversion Rate = (Number of Conversions ÷ Total Clicks) × 100
So, if 100 people clicked your ad and 5 of them converted, your conversion rate is 5%.
You can also find this automatically inside your Google Ads dashboard — just look for the “Conv. rate” column in your campaigns.
2. What’s the conversion rate formula used in Google Ads?
Google Ads uses the same simple formula:
(Conversions ÷ Clicks) × 100
This helps you quickly see how well your ads are turning clicks into real business results. You’ll find this metric right inside your account, so you don’t need to do the math manually.
Pro Tip: A good conversion rate depends on your industry, but anything above 3–5% is usually strong for most campaigns.
3. What is a good conversion rate in Google Ads?
A “good” conversion rate depends on your industry, but on average, anything between 3% to 5% is considered healthy. Some high-performing campaigns—especially in niche or service-based industries—can even see rates of 10% or more with the right strategy.
💡 If you’re consistently below 2%, it might be time to revisit your keywords, landing page, or ad messaging.
4. Why is my Google Ads conversion rate low?
Low conversion rates can happen for several reasons:
- You’re targeting broad or irrelevant keywords
- Your landing page isn’t convincing or mobile-friendly
- You don’t have a clear call to action (CTA)
- There’s no trust element (like testimonials, reviews, or guarantees)
Start by analyzing each step—from keyword to landing page—and make sure everything aligns with what the user actually wants.
5. How do I improve my Google Ads landing page?
A high-converting landing page should:
- Load quickly (under 3 seconds)
- Be mobile-optimized
- Have a clear, single CTA
- Include social proof (testimonials, badges)
- Match your ad copy perfectly
Remove distractions and focus on one goal: getting the user to take action.
