Struggling with Low Conversion Rates in Google Ads? Here’s How to Fix It

So, you’re sinking money into Google Ads, getting clicks, but your conversion rates are disappointing? You’re definitely not alone. A lot of businesses hit this roadblock, but the good news is, it’s fixable. In this guide, we’ll break down why your conversion rates might be low and give you some straightforward tips to turn things around.

What Are Conversion Rates and Why Should You Care?

Let’s keep it simple—your conversion rate is the percentage of people who do what you want them to do after clicking on your ad. Whether that’s buying something, signing up, or getting in touch, if they’re not doing it, you’re losing out. Low conversion rates are basically the bane of any ad campaign because they mean fewer sales and a lower return on your ad spend.

• Other Stuff to Watch: Beyond conversion rates, keep an eye on your click-through rate (CTR), cost-per-click (CPC), and your quality score. These all play into how well your ads perform.
• What’s Normal? On average, a conversion rate between 2% and 5% is pretty standard, but it can vary depending on your industry. Zen Republic Agency has managed to achieve around a 25% conversion rate in the commercial cleaning industry, showcasing the potential for significantly higher performance with the right strategies in place.

Common Reasons Your Google Ads Aren’t Converting

A. You’re Targeting the Wrong People

One of the biggest reasons for low conversion rates is bad targeting. If your ads are showing up for people who aren’t interested in what you’re offering, you’re basically throwing money away.

Fix: Get more specific with your targeting. Use geo-targeting to focus your ads on the right locations, where your ideal customers are. Dial it in until you’re hitting the right audience.

B. Your Ad Copy Isn’t Doing Its Job

Your ad copy is the first thing people see, and if it’s not grabbing their attention or speaking to their needs, they’re not going to click. And even if they do, they’re less likely to convert.

Fix: Write ad copy that’s clear, direct, and speaks to what your audience cares about. Make sure it matches up with what’s on your landing page, so there’s no disconnect when they click through.

C. Weak Call-to-Action (CTA)

Your CTA is what gets people to take the next step. If it’s weak or unclear, they’re just going to scroll on by.

Fix: Use strong, action-driven language in your CTA. Things like “Get Your Free Estimate” or “Sign Up Today” tend to work well. If you’re not sure which is best, try A/B testing a few different options.

D. Your Landing Page Needs Work

Even if your ad is on point, a bad landing page can kill your conversions. If the page loads slowly, is confusing, or doesn’t match the promise of your ad, people are going to bounce.

Fix: Make sure your landing page is fast, easy to navigate, and directly related to your ad. A clear headline, clean design, and smooth user experience can make all the difference.

Image suggestion: A side-by-side comparison of a high-converting landing page vs. one that’s not pulling its weight.

E. You’re Using the Wrong Keywords

If your keywords are too broad or irrelevant, your ads will show up for the wrong people, and they won’t convert.

Fix: Get specific with your keywords and use negative keywords to filter out traffic that doesn’t convert. This helps ensure your ads are seen by people who are actually interested in what you’re offering.

F. Your Budget or Bids Are Off

Sometimes, the issue isn’t your ad content but rather your budget or bidding strategy. If your bids are too low or your budget too tight, your ads might not be getting the visibility they need to convert.

Fix: Take a look at your budget and bids. Consider adjusting them to make sure your ads are competitive in the auction. Focus your spend on the keywords and ad groups that deliver the best results.

Next-Level Tips to Boost Conversion Rates

A/B Testing

A/B testing is your friend. It’s all about comparing different versions of your ads or landing pages to see what works best. Even small tweaks can make a big difference.

Set Up Conversion Tracking

If you’re not tracking conversions, you’re flying blind. Make sure you’ve got conversion tracking set up so you can see what’s working and where you need to improve.

Check Out What Your Competitors Are Doing

Sometimes, spying on the competition can give you great ideas. See what they’re doing with their ads and think about how you can do it better.

Use Google Analytics to Your Advantage

Google Analytics isn’t just for tracking traffic. It’s a powerful tool for understanding how people interact with your site after they click on your ad. Use it to figure out where you’re losing potential customers and make the necessary adjustments.

Real-Life Example: How a Small Business Turned Things Around

Let’s talk about a small HVAC company that was struggling with low conversion rates. After digging into their campaign, we found that their ad copy wasn’t aligned with their landing page, and their targeting was too broad.

Before and After:

• Before: Their conversion rate was a sad 1.2%.
• After: By tweaking their keywords, tightening up their ad copy, and fixing their landing pages, they bumped their conversion rate up to 4.8%.

Quick Wins for Better Conversion Rates

Do These Now:

• Add Negative Keywords: This will help cut out the irrelevant traffic that’s eating up your budget.
• Speed Up Your Landing Page: A slow-loading page is a conversion killer. Fix that ASAP.
• Try Different Ad Formats: Don’t be afraid to experiment with different types of ads to see what sticks.

Long-Term Strategies:

• Keep Your Ad Copy Fresh: Regularly update your ads to keep them relevant and engaging.
• Audit Your Campaigns: Regular checkups can help catch issues before they become big problems.
• Focus on Customer Intent: Make sure your ads are aligned with what your customers are actually looking for.

Conclusion

Low conversion rates in Google Ads can be a major headache, but with the right tweaks, you can turn things around. Focus on targeting the right audience, sharpening your ad copy, and optimizing your landing pages, and you’ll start seeing better results in no time. If you’re looking for more ways to boost your low conversion rates in Google Ads, these strategies should get you on the right track.