Google Ads can be an incredibly effective channel for driving both conversions and generating leads – if your advertising is optimised. There are many reasons why a campaign might not be delivering results, and when we audit accounts we often see these five problems.
If you aren’t seeing the results you want from Google Ads, here’s where to look first.
1. Tracking isn't set up correctly
It might sound obvious, but if you’re tracking is implemented correctly then you can’t measure conversions accurately. Google Ads relies on data to optimise campaigns, and if your tracking isn’t working as it should then the algorithm has no way of learning what works and what doesn’t.
To make sure you’re capturing all available data and giving Google Ads the best foundation for optimisation we recommend the following:
1. Cookie-tracking and server-side tracking
Traditional cookie tracking capture only around 40% of available data from your website. By complementing it with server-side tracking you can increase data collection up to 97%.
2. Enhanced conversions
Enhanced conversions is a function that improves the accuracy of your conversion measurement. By enabling it, Google can track conversions that would otherwise go unrecorded
3. Consent management
To ensure your data collection complies with both platform requirements and legal regulations such as GDPR, you need an approved consent management platform and cookie banner on your website.
2. Keywords aren't attracting the right people
To generate more conversions you need to target your ads towards users who are actively ready to convert.
For example, imagine you offer plumbing services. A keyword like “blocked pipe” might seem relevant, but people searching that term are more likely trying to fix the problem themselves. If we instead compare with a keyword like “plumber London”, that points to someone who actually wants to hire professional help.
By focusing on high-intent keywords, you avoid paying for clicks from people who were never going to convert, and get more out of your budget.
3. Ads are showing for irrelevant searches
Google sometimes shows your ads for searches that don’t closely match your chosen keywords, bringing in traffic from people who aren’t interested in what you offer. To see exactly what users are searching when your ad appears, check your search terms report.
Regularly reviewing which search terms are generating clicks lets you identify irrelevant ones and add them as negative keywords. If your ads are consistently appearing for off target searches, it’s worth tightening your keyword match types – switching from broad match phrase to phrase match or exact match can make a big difference.
4. Your ads aren't engaging enough to click
For a user to click on your ad over a competitor’s, you need to optimise your copy and make sure you’re making use of the entire ad space.
An effective ad clearly communicates the value of your offer and gives people a reason to choose you. The copy should reflect the user’s actual search query, so that they feel your ad directly addresses what they’re looking for. If you have a large number of keywords, dynamic keyword insertion can automatically mirror the search term in your text.
Make sure you’re using all available assets: sitelinks, call buttons, location information, and images. Leaving these unused means leaving space and opportunity.
5. Your landing page isn't optimised for conversion
If a user clicks your ad but lands on a page that doesn’t meet their expectations, they’ll likely leave without taking any action.
Make sure your landing page loads quickly, delivers on what the ad promised, has a clear and logical structure, and makes the next step easy to take – whether that’s completing a purchase, filling in a form, or signing up to your newsletter.
Strong headings, trust-building elements such as customer reviews, and a clear call to action (CTA) can all have significant impact on your conversion rate.
Need help improving your Google Ads conversions?
If you’ve worked through all five points and still aren’t seeing the results you want, it’s time for a personal analysis.
One of our specialists will review both your tracking setup and your ad accounts to identify how you can generate more data, more conversions, and improve your return.
