10 ways to increase your Google Ads conversion rate to above the average 3.08%

Google Ads is a powerful tool for driving traffic to your website and generating leads, but the real measure of success is in your conversion rate.

Converting clicks into customers is the ultimate goal, and there are many strategies you can employ to increase your Google Ads conversion rate. In fact, according to Benchmark Groups data, the average B2B conversion rate on Google Ads is 3.08%.


So, how can you improve your conversion rate and outperform the competition? In this article, we'll explore 10 tips for boosting your Google Ads conversion rate and getting the most out of your advertising budget. 

1. Focus on your landing page 

To boost your Google Ads conversion rate, it's essential to focus on your landing page. This is where your ad campaign meets your customers, so it's crucial to optimise it for conversion. Keep your landing page simple and focused on the product or service you're offering. Make sure the page loads quickly, is mobile-friendly, and has a clear call-to-action (CTA). 

It's crucial to ensure that your landing page is relevant to your ad copy and keywords. This means that your landing page should convey the same message, tone, and value proposition as your ad. When a user clicks on your ad, they should immediately recognise that they've landed on the right page, and that the product or service being offered meets their needs. 

2. Use strong, relevant keywords 

Effective advertising requires more than just a catchy tagline and eye-catching graphics. It is essential to ensure that your ads reach the right audience, and using relevant keywords is an excellent way to achieve this. Keywords are the terms or phrases that people use when searching for products or services online. By incorporating these keywords into your ad copy and landing pages, you can increase the chances of your ads being displayed to the right audience.  

Keyword research tools can help you identify the best keywords for your business, based on factors such as search volume, competition and relevance. By using these tools, you can choose the most effective keywords and incorporate them into your ads, ensuring that they are seen by the right people. 

3. Create compelling ad copy 

Creating compelling ad copy is an essential component of any successful advertising campaign. Your ad copy should be attention-grabbing, concise and highlight the unique benefits of your product or service. It's essential to use action-oriented language to create a sense of urgency and encourage people to take action.  

A clear value proposition that distinguishes your product or service from your competitors can also help increase clicks and conversions. Keep in mind that people have limited attention spans, so it's crucial to get your message across quickly and effectively.

4. Test your ads 

A/B testing is an effective way to find out what works best for your business. Creating two different versions of your ad and testing them against each other can help you identify which version is more effective in generating clicks, engagement and conversions.  

Once you've identified the winning ad, you can use it as a template for future campaigns. A/B testing can help you make data-driven decisions that can improve the performance of your advertising campaigns. 

5. Use negative keywords 

Using negative keywords can also be an effective way to improve the performance of your advertising campaigns. Negative keywords are words or phrases that you don't want your ads to be associated with.  

By adding negative keywords to your campaigns, you can avoid showing your ads to people who are unlikely to convert, reducing your ad spend and improving your conversion rate. For example, if you sell luxury products, you might want to exclude people searching for "cheap" or "discounted" products. This can help to ensure that your ads are only shown to people who are likely to be interested in your product or service. 

6. Use remarketing 

Remarketing is an effective way to target people who have already interacted with your brand or visited your website. By showing ads to people who are already familiar with your business, you increase the likelihood of conversion.  

Remarketing allows you to create tailored ads that specifically target people who have already shown an interest in your product or service. For example, you might want to show ads to people who have added items to their cart but haven't completed their purchase. Remarketing can be an effective way to increase conversions and drive revenue. 

7. Monitor your conversion tracking 

Conversion tracking is essential for measuring the success of your Google Ads campaigns. Make sure that you have conversion tracking set up correctly and monitor it regularly to identify areas for improvement.  

Conversion tracking allows you to measure the number of conversions that result from your ads, such as form submissions or product purchases. By tracking your conversions, you can identify which ads and keywords are generating the most conversions and adjust your campaigns accordingly. 

8. Improve your quality score 

Quality Score is a metric used by Google to determine the relevance and quality of your ads. By improving your Quality Score, you can increase your ad rank and lower your cost-per-click (CPC), which can lead to higher conversion rates.  

To improve your Quality Score, focus on creating relevant and high-quality ads, using targeted keywords, and ensuring that your landing page is optimised for the user experience. By improving your Quality Score, you can improve the performance of your Google Ads campaigns and increase your return on investment. 

9. Use ad extensions 

Ad extensions are additional features that can be added to your Google Ads to provide more information about your business. By using ad extensions, you can increase the visibility and relevance of your ads, which can help to improve your conversion rate.  

Ad extensions can include additional links to your website, phone numbers, business locations, and more. By using ad extensions, you can provide more information to potential customers and increase the chances of conversion.  

10. Analyse your data 

Regularly analysing your Google Ads data can help you identify areas for improvement and optimise your campaigns for better performance. Use Google Analytics to track your website traffic and conversion data, and adjust your campaigns accordingly.  

By analysing your data, you can identify which ads and keywords are performing well, and adjust your campaigns to focus on what works best for your business. Regular analysis of your Google Ads data can help you maximise the performance of your campaigns and achieve your advertising goals.

Boosting your Google Ads conversion rate requires a combination of effective ad copy, relevant keywords, and strong landing pages. If you’re concerned about your Google Ads conversion rate – perhaps it’s below the average 3.08%, or even if it isn’t, maybe you need it to be higher – then trying some of our tips above should help.  



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