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Why Are My Google Ads Not Converting?

SEM Geek


Staff member
Jun 21, 2023
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Getting traffic to your website is one thing, but converting that traffic into sales is another matter entirely. If you've launched Google Ads campaigns but aren't seeing conversions, it can quickly become frustrating and make you question if the investment is worthwhile.

The good news is, with some strategic troubleshooting, you can often resolve conversion issues with Google Ads and improve campaign performance. This guide will walk through the major reasons why Google Ads may not be converting and actionable tips to fix them.

Your Landing Page Doesn't Match the Ad Copy​

One of the most common issues preventing Google Ads conversions ties back to a mismatch between your ad copy and landing page.

For example, if your ad promotes a sale on green widgets, but visitors land on your generic homepage with no mention of that sale, they won't find what they expected. This causes them to leave instead of converting.

Tips to Improve Ad & Landing Page Alignment:​

  • Create dedicated landing pages that mirror the messaging and offers in your ads
  • Use dynamic keyword insertion to automatically pull the keyword into landing pages
  • Design simple, focused landing pages with clear calls-to-action
Crafting landing pages tailored to each ad group ensures visitors immediately see what they clicked for. This builds trust and positions them to convert.

Your Bids Aren't Optimized Based on Conversion Data​

Another universal issue hampering Google Ads conversions relates to non-optimized bids. If you manually set CPC bids without considering historical conversion data, odds are your bids aren’t high enough to maximize conversions.

Google Ads bidding works on an auction basis. Simply put, the highest bidder for a keyword will rank higher and get more impressions. But blindly setting high bids based on industry averages isn’t efficient.

Tips for Conversion-Based Bidding Optimization:​

  • Use the “Target CPA” automated bidding to optimize for conversion value
  • Set higher max CPC bids for well-converting keywords
  • Pause poorly performing keywords dragging down conversion performance
Leveraging bid automation and customizing bids per keyword gives Google insight on which visitors covert better. This allows your budget to be focused on qualified traffic.

You Haven’t Built Trust with Visitors​

Building trust should be a priority for securing conversions with cold traffic. If visitors have never heard of your brand before, they’ll naturally be skeptical about handing over money or contact details right away.

Some simple ways to establish credibility include:

  • Clearly showcase certifications, testimonials, and case studies
  • Make contact info visible to demonstrate transparency
  • Use padlock security icons for financial transactions
  • Limit popups and avoid anything resembling spam
The more visitors get the impression your site is trustworthy upfront, the more likely they'll engage further. This principle applies across all industries and verticals when dealing with new visitors.

Your Call-to-Actions Underperform Expectations​

Your call-to-action (CTA) buttons are one of the most vital elements for converting visitors. If crafted poorly, even visitors strongly considering a purchase may not complete it.

Some CTA best practices to boost conversions include:

  • Use contrasting colors for the CTA buttons relative to the background
  • Keep CTA text short and action-focused (e.g "Buy Now")
  • Place CTAs prominently in the visitor's path, above the fold
  • Test multiple CTA variations to determine what resonates best
Putting UX principles in place by perfecting CTA design and placement can have a sizable impact. Treat CTAs similarly to headline testing - the optimal variation will lift conversions.

Final Takeaways​

Ensuring your Google Ads drive conversions requires regular optimization and learning about your visitors over time. Core strategies like crafting tightly-aligned landing pages, optimizing bids based on conversion data, establishing trust with cold traffic, and refining CTAs will all contribute to better results long-term.

Test new approaches frequently, track conversion performance closely across keyword and ad groups, and remain flexible to tweak based on insights. Maintaining this process makes conversion rate optimization sustainable.

Over time as the winning elements come together, you’ll find conversions from Google Ads shift from a trickle to a steady stream. The key is sticking with it and leveraging data-driven decisions to guide optimization.