Adwords conversion rate: our advice for boosting your results

The overall conversion rate of a website is shaped by two main sources: SEO (Search Engine Optimisation) and SEA (Search Engine Advertising). Each channel brings its own strengths and strategic considerations. SEA delivers quick results, but requires ongoing investment to keep campaigns running. There’s also the risk of spending without return, so regular monitoring and adjustment are essential. Organic search is more complex and takes longer to establish than an Adwords campaign, but its benefits are long-lasting. The nature of the traffic differs, and the SEO conversion rate is generally higher than that of paid traffic. For a clear understanding of your ROI, it’s important to segment your acquisition channels, especially when analysing the Adwords channel.

What is considered a good adwords conversion rate?

This is a key indicator for evaluating the success of a Google Ads campaign. The formula is straightforward: the adwords conversion rate is the number of conversions divided by the total number of clicks on your ad. To improve this rate, you need a well-planned strategy that ensures your ad reaches the right audience and encourages them to become customers. When using third-party tools to monitor and optimise your paid campaigns, make sure they suit your specific needs, as each platform offers different features that may or may not be relevant. To determine if a campaign is profitable, analyse your conversion tracking and compare your costs to the value generated by each conversion (ROI). In short, to achieve the best possible conversion rate on Google Ads, third-party tools can be extremely helpful, but it’s equally important to follow best practices so your ad is seen by the right people and leads to genuine conversions.

Conversion rates vary widely by industry

"What is the Google Ads conversion rate?", "What is a good click-through rate on Google Ads?", "What is the average conversion rate for a Google Adwords campaign?", "What is a good conversion rate?"... These are all valid questions for anyone aiming to improve their online presence and revenue. However, there’s no one-size-fits-all answer. It depends on many factors, starting with your industry. For example, conversion rates in automotive (6.03%), B2B (3.04%), e-commerce (2.81%) and finance (5.10%) are all quite different. To accurately measure your performance, compare your results with businesses similar to your own.

How to optimise your campaigns and increase your adwords conversion rate

There are several ways to boost your adwords conversion rate. First, it’s essential to know your starting conversion rate before you launch a new strategy: this is how you measure the impact and effectiveness of your efforts.

Choosing the right keywords

Careful keyword selection is crucial. The more specific your keywords, the more qualified your site visitors will be, which naturally increases your chances of conversion. Avoid overly broad, expensive and ineffective keywords, but don’t go too niche either—a keyword that’s too specific may only attract a handful of people. Always create a list of negative keywords in Google Ads: this helps you avoid unnecessary clicks and wasted budget. Also, be aware of underperforming keywords—those with very low conversion rates. Pausing these will prevent them from dragging down your campaign and your adwords conversion rate.

Search term reports

These reports show the actual terms people use that trigger your ads. They can help you identify new keywords that are likely to convert, saving you time and effort.

Avoid misleading "clickbait" ads

Misleading ads that exaggerate your product’s benefits rarely work. Visitors aren’t easily fooled—if they’re disappointed by what they find compared to what was promised, they’ll leave your site straight away. Google is also increasingly strict about penalising such ads to ensure users see relevant content.

Clear and precise ad copy

To attract qualified traffic, your ad must be clear and direct. For instance, if you only sell plain shirts, say so. This prevents people looking for patterned shirts from clicking through, saving you money and improving your conversion rate.

Ad extensions

Ad extensions add useful details to your ad, such as reviews, address, price, or special offers, making it more relevant to potential customers.

The value of testing

Don’t be afraid to experiment with your Google Ads. Try different versions by changing key elements like images, calls to action, or descriptions. This quickly shows which ad performs best and delivers the highest conversion rate.

Landing pages

Your landing page is the shop window for your business. It should meet user expectations, be clear and persuasive, and encourage prospects to take action after clicking your ad.

Location and timing

Google Ads provides detailed statistics on which days and times convert best. If a particular region or country delivers strong results, consider increasing your investment there.

Mobile performance

While more people browse the web on their phones, most conversions still happen on desktops or tablets. It may be wise to lower your bids for mobile devices, or even exclude them if your results are poor.

Remarketing

Remarketing targets users who have already visited your site but didn’t convert. It’s an effective way to reach people who are already interested in your products or services.

Conclusion

To achieve a strong adwords conversion rate and maximise your return on investment, use the strategies above wisely. Don’t overlook what happens after the click: if your website’s user experience is lacking—whether in design, usability or navigation—your conversion rate will inevitably suffer. Incremys offers a range of modules to help improve conversion rates, including Personalised AI, optimised content production and the performance reporting module for tracking and managing your Adwords campaigns.

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