Steps to Increasing Conversions for Your PPC Ads

Running paid search ads is an effective way to drive traffic to your website. 

However, the ultimate goal is to convert those visitors into customers or leads. 

In this article, we will explore a comprehensive set of strategies to help you optimize your PPC campaigns and increase conversions.

Ensure Ad Copy Aligns with Landing Page

To maximize conversions, it’s crucial to maintain consistency between your ad copy and landing page.

When users click on your ad, they should immediately see the information or offer they expected based on the ad they clicked. 

How to ensure alignment:

Customize Headlines:

Avoid using generic headlines on your landing page. Instead, tailor the headline to match the specific ad and highlight the key value proposition.

This personalized approach grabs users’ attention and reinforces their intent.

For example, if your ad promotes a 20% discount on a specific product, make sure the landing page headline reflects that offer.

Consistent Messaging:

Ensure that the messaging and tone of your ad copy are consistent with the content on your landing page.

Users should feel like they have landed in the right place and that your landing page fulfills their needs or expectations.

Use similar language, keywords, and design elements to create a cohesive experience.

Visual Consistency:

In addition to textual consistency, maintain visual consistency between your ads and the landing page.

Use similar colors, fonts, and imagery to create a seamless transition for users.

Visual dissonance can create confusion and lead to higher bounce rates.

Utilize Negative Keywords

Negative keywords play a critical role in refining your targeting and improving the quality of your traffic.

By excluding irrelevant searches, you can focus your budget on reaching the most qualified audience.

Consider the following in-depth tips:

Build a Comprehensive Negative Keyword List:

Continuously expand your list of negative keywords to prevent your ads from showing up on irrelevant searches.

Analyze search terms and identify patterns of irrelevant queries.

For example, if you sell high-end luxury watches, you may want to exclude terms like “cheap watches” or “affordable watches” to avoid attracting users looking for budget options.

Regularly review your search term reports to identify new negative keywords to add.

Focus on Specificity:

Include negative keywords that are closely related to your target audience’s intent.

Think about the specific characteristics or attributes that differentiate your product or service from those that are not relevant to your offering.

By narrowing your targeting, you increase the chances of reaching users who are genuinely interested in what you provide.

For instance, if you offer a software product for Mac users only, exclude terms like “Windows software” or “PC software” to avoid wasting ad spend on users who are not your target audience.

Match Types:

Utilize different match types for your negative keywords to fine-tune your targeting.

Broad match negatives, phrase match negatives, and exact match negatives allow you to control which searches trigger your ads.

Experiment with different match types to strike the right balance between excluding irrelevant traffic and ensuring you don’t miss out on potential conversions.

Set Up Conversion Tracking

To effectively optimize your PPC campaigns, it’s crucial to set up conversion tracking.

This allows you to measure the success of your ads and identify areas for improvement.

Here’s an in-depth explanation of how to implement conversion tracking:

Implement Conversion Tracking Code:

Set up conversion tracking by adding a code snippet called a “tag” to the pages where conversions occur.

This can include actions like completing a purchase, submitting a lead form, or signing up for a newsletter.

Platforms like Google Ads and Facebook Ads provide conversion tracking codes that you can integrate into your website.

Track Valuable Actions:

Define the key actions that indicate a successful conversion for your business. 

By tracking these actions, you can gain insights into which keywords, ads, and campaigns are driving the most valuable conversions.

This data empowers you to make data-driven decisions and optimize your campaigns accordingly.

For example, if your goal is to generate leads, track the number of form submissions or email sign-ups originating from your ads.

Attribution Models:

Consider using different attribution models to understand the impact of your ads throughout the customer journey.

Attribution models determine how credit for conversions is assigned to different touchpoints in the user’s path.

By analyzing attribution data, you can allocate your budget more effectively and optimize your campaigns based on their true performance.

Choose the Right Ad Types

Google offers various ad formats, and selecting the right types for your business is crucial to maximizing conversions.

Let’s explore the main ad types in more detail:

Text Ads:

This is the most common form of PPC advertising.

They consist of a headline, description, and URL.

Text ads are highly versatile and can be used for different goals, such as driving traffic or generating leads.

The concise format allows you to convey key information effectively.

Experiment with compelling ad copy and utilize ad extensions to enhance your text ads.

Image Ads:

Image-based ads can be highly engaging and visually appealing.

They allow you to showcase your products or services through captivating visuals.

Utilize high-quality images that capture attention and align with your brand identity.

Test different ad designs and formats to find what resonates best with your target audience.

Video Ads:

Video ads have the power to capture users’ attention and convey your message effectively.

They can be used to tell a compelling story, demonstrate product features, or engage users through storytelling.

Ensure that your videos are relevant, compelling, and optimized for different platforms and devices.

Consider different video lengths and experiment with targeting options to reach your desired audience.

Create Clear Calls to Action

A strong call to action (CTA) is crucial for motivating users to take the desired action.

Here are some tips for creating compelling CTAs:

Use Action-Oriented Language:

Encourage users to take immediate action by using verbs like “Buy Now,” “Sign Up,” or “Learn More.” This instills a sense of urgency and directs users toward the desired conversion.

Communicate the benefit or value they will receive by taking action.

Highlight Benefits and Incentives:

Communicate the value users will receive by taking action.

Highlight benefits, such as free trials, discounts, exclusive content, or limited-time offers.

Make sure users understand the advantages of converting and why they should choose your offering.

Use persuasive language and create a sense of urgency to prompt action.

Optimize Ad Extensions:

Ad extensions provide additional information and options to users.

Utilize extensions like site link extensions, call extensions, or promotion extensions to enhance your CTAs.

These extensions provide more opportunities for users to engage and convert. Use ad extensions strategically to provide relevant and valuable information that encourages users to click and convert.


By implementing the strategies mentioned above, you can significantly increase conversions for your PPC ads.

Ensure that your ad copy aligns with your landing page, utilize negative keywords effectively to improve targeting, set up conversion tracking to measure success, choose the right ad types for your goals, and create clear and compelling calls to action.

Continuous testing, optimization, and monitoring of your campaigns will help you achieve ongoing success and drive valuable results from your PPC efforts.

Remember to analyze data, make data-driven decisions, and adapt your strategies based on the performance and feedback you receive from your PPC campaigns.