Why aren’t my Google Ads converting? Common reasons + fixes

10 reasons why your Google Ads aren’t converting

If your Google Ads aren’t converting the way you want them to, then it’s time to dig in and find the underlying issues. We’ve put together 10 of the most common reasons for conversion woes along with tips and insights to help you address them.

1. Poor ad targeting

Poor ad targeting is one of the most common reasons for low Google Ads conversion rates.

Put simply, when your ads aren’t being shown to the right audience, it doesn’t matter if you’ve got the most compelling ad copy or attractive offers—if it’s not getting in front of the right people, it won’t get results. This is often the result of targeting too broad an audience, and not getting the most out of the targeting options available to you.

How to fix it:

• Refine audience targeting: Focus on specific segments and demographics to narrow down your audience. The Google Ads interface includes several tools that can help you reach users actively searching for products and services like yours. Keep monitoring and adjusting your target settings as you generate more data to ensure the most relevant audience sees your ads.
• Try remarketing: Remarketing campaigns, where you re-engage with users who previously interacted with your page but didn’t convert, are a great way to tap into your existing audience and get a second shot. These users are already qualified, and you can capitalize on this to try and earn their conversion. 
• Use geotargeting: Is there any sort of regionality or location-specific element to your business? If so, don’t discount the potential of geotargeting. Making sure your ads are targeting folks close to home is a great way to catch those elusive “near me” searches for people in need. This lets you focus your ad spend on regions that are more likely to convert. 

2. Ineffective ad copy

Your ad copy has a direct impact on your conversion rate, and if it’s not hitting the mark, you can bet you’re going to see that reflected in final data.

Your ad copy needs to clearly communicate the value of your offer while grabbing attention—and all in a pretty short span of time. If nothing else, you need to get attention, but make sure where users land after the click delivers on its promise.

How to fix it:

• Craft compelling headlines: Your headline is the first thing users see, so it needs to be attention-grabbing and relevant. Numbers, statistics, and urgent language are great ways to get attention, but you can also focus on your unique value propositions to grab eyeballs. 
• Use action-oriented language: Encourage users to click with active, action-oriented ad copy. Tell them what to do to get the value you offer—think “shop now,” “get your copy,” “buy now,” and other similar phrases to help direct folks to what you have to offer.
• Incorporate social proof: Social proof, like reviews or testimonials from actual customers, can dramatically increase your ad’s credibility and make it that much more persuasive. Even though it’s an ad, it’s like it’s coming from an impartial third party, which tends to carry more weight for your audience.
• Test different ad variations: Experiment with different ad variations to see which copy resonates best with your audience. Use A/B testing to compare headlines, descriptions, and CTAs to determine the most effective combination.
• Use smart copy: If you’re really stuck, there are tools that can help. Unbounce’s Smart Copy tool is powered by AI and helps you generate conversion-focused copy tailored to your unique audience. It’s a great way to save time without sacrificing quality.

3. Weak call to action (CTA)

A strong call to action is a must for driving conversions. If your CTA is vague, uninspiring, or (worse) hard to find, users may not feel compelled to take the next step.

How to fix it:

• Ensure clarity and prominence: Clarity and concision are the name of the game when it comes to a good CTA. On top of this, make sure that your CTA is prominently placed so users can’t miss it and will understand it’s the next step to take. 
• Experiment with CTA placement: On the topic of placement—test different placements for your CTA within your ad to see which position generates the most clicks. Sometimes, moving the CTA to a different location can significantly impact conversion rates.
• Keep it specific: Whatever you do, don’t be generic with your CTA. The more specific, the better—avoid generic stuff like “click here” or “learn more” and focus more on “get your free quote,” “book your demo,” or “download now” so users know exactly what to expect when they do take action. 
• Create a sense of urgency: We touched on this above, but you can do the same thing with your CTA. Phrases like “get this limited time offer” add urgency without feeling like a high-pressure sales tactic. You can play on the fear of missing out to encourage your conversions.

Recommended reading: 15 irresistible call to action examples that’ll get results

4. Low-quality landing pages

If your ads are getting clicks but you’re not seeing final conversions, then it’s likely that you’ve got some issues with your landing page. Technical issues, mismatched messaging, and an unclear user experience are all major factors to look at if you’re hoping to refine your LPs. 

How to fix it:

• Focus on message match: If users see an ad that has one message and hit a landing page that has a different message, they’re going to be frustrated at best and angry at worst. Make sure your messaging is seamless from one point to the next to avoid this.
• Optimize page load times: If there are any issues with how quickly your page loads, it can lead to a higher bounce rate. Optimize your landing page’s speed by compressing images, simplifying code, and using a reliable hosting provider—Unbounce does it all in one convenient tool.
• Simplify the layout: Cluttered and confusing layouts can be overwhelming. Avoid overcrowding your landing page and use a visual hierarchy to help encourage your visitors to take action. 
• Implement trust signals: Introducing trust signals to your landing page is a great way to improve its effectiveness. These aren’t just testimonials or reviews—you can add security badges, accreditations, and information on any guarantees you offer to build trust with users and increase the chances of a conversion.
• Regularly update your pages: Keep your landing page content fresh and relevant by regularly updating it with new offers, information, and visuals. An up-to-date landing page can help maintain user interest and drive conversions.

5. Lack of A/B testing 

There are countless tips and tricks out there to make good ads and matching landing pages, but A/B testing might be the most useful one. A/B testing your ads and other assets is a way to access valuable data to then inform your next set of ads (or refine what you already have), letting you continuously improve on what came before.

How to fix it:

• Implement A/B testing: Set up A/B tests to compare different versions of your ads, headlines, CTAs, and landing pages. Start with small changes, like different copy and CTAs, and gradually experiment with more dramatic variations.
• Focus on key elements: Test the key elements that are likely to impact conversion rates, such as the headline, CTA, image, or offer. By isolating these elements, you can determine which changes have the most significant effect on the performance of your Google Ads.
• Use testing tools: Utilize A/B testing tools like Google Optimize or Unbounce’s built-in A/B testing feature to streamline the testing process and gain actionable insights.
• Analyze and iterate: Once you’ve gathered enough data, analyze the results to identify the winning version. Implement the changes that performed better, and keep on testing with new variations to optimize your campaigns even further.

Recommended reading: How a three-word A/B test led to triple-digit conversion growth

6. Limited data

Sometimes, the problem is you don’t have enough data—even after A/B testing your ads. Making decisions without sufficient data is a recipe for faulty assumptions, false positives, and ineffective ad spend. The solution is to get more and better data, obviously, but how exactly do you do that? It’s easier than you think.

How to fix it:

• Extend test duration: Your campaigns need to run for a sufficient amount of time if you’re looking to gather genuinely meaningful data. Short test durations simply don’t provide enough information, so use a calculator to figure out how long yours needs to be active for.
• Increase sample size: Typically, you set your sample size at the outset of your test, but if you’re trying to improve performance, then you may need a larger sample size. This also helps ensure you have statistically significant data. Again, using a dedicated calculator is your best bet for addressing this.
• Focus on high-impact metrics: Track those key metrics that provide actionable insights, such as conversion rate, click-through rate (CTR), and bounce rate. These metrics can help you identify areas for improvement and guide your optimization efforts.

7. Using the wrong keywords

Sometimes, the problem is the keywords you’re using. Using the wrong keywords can attract clicks from users outside your ideal audience, or worse, ensure your audience doesn’t see your content at all. 

How to fix it:

• Conduct detailed keyword research: Take the time to figure out what your audience is searching for. Learn how to speak their language, and try and understand what the key terms your audience uses are, what they’re after, and plan accordingly. You can use tools like Google Keyword Planner to find relevant keywords with high intent.
• Use negative keywords: Negative keywords tell search engines what your ad is NOT about. These are a great way to filter out irrelevant traffic and even prevent your ads from appearing in searches with low conversion potential. You can always update and edit your negative keywords as you learn more about your audience.
• Optimize keyword match types: Don’t be afraid to experiment with different keyword match types (e.g., broad match, phrase match, exact match) to find the sweet spot between reach and relevance. Using a combination of match types can help you target a broader audience without eating into your ad budgets more than you have to.

8. High competition

You can be doing everything right with your ad campaign and still not see the conversion rate you’d hoped for.

If you’re in a highly competitive sector like the hospitality industry, finance industry, or retail, it can be tough to stand out from your competitors. In these cases, it’s usually competition driving up costs, making it harder to rely on keywords alone.

How to fix it:

• Focus on differentiation: Your unique selling points (USPs) that set you apart from competitors can help you highlight why you’re a better pick than your competitors. Whether you have a special offer, exclusive product feature, or superior service and support, focusing on these elements is a great way to make sure your ads communicate your value. 
• Focus on niche keywords: Niche keywords typically focus on very specific use cases or needs, and usually cater to a very particular audience. These keywords may have lower search volumes, but because they’re so focused, they can attract traffic that’s even more qualified to convert. 
• Optimize your bidding strategy: You can always adjust your bidding strategy to make sure your ads stay competitive. Consider using automated bidding strategies (like “Target CPA” or “Maximize Conversions” that focus on performance goals) to really squeeze out as much value as possible from your bids.
• Use ad extensions: Ad extensions, like site links, callouts, and structured snippets, are a great way to add a little something extra to your Google Ads and increase visibility. These are easy additions that, when done right, can really help you stand out in a crowded marketplace.

Example of ad extensions in a Google Ad

9. External and internal factors

When you run an A/B test, you should try to account for external and internal factors that might influence its results. You also need to keep similar considerations in mind for your live Google Ads—seasonality, economic changes, and even things like a global pandemics (hey, it happened!) can have a big impact on your advertising efforts, as can changes going on within your business.

How to fix it:

• Run seasonal campaigns: Take advantage of seasonal shifts in your market to run targeted campaigns—think holiday sales or offers tailored to the time of year. This can help you attract more relevant traffic and promote a limited-time offer to drive even more urgency.  
• Adapt to economic changes: Economic changes can dramatically alter what consumers are looking for. Being at least somewhat flexible in this regard is a great way to stay top-of-mind while ensuring your conversion rate doesn’t suffer. 
• Keep teams informed of internal changes: Any changes you make to your campaigns should be communicated to other stakeholders and teams you work with. This helps ensure greater consistency throughout a business, and it helps prevent any changes being made that could impact your conversion rate. 

10. Inaccurate conversion tracking

If you haven’t properly set up your conversion tracking, then it could be you’re not seeing the results you want because of an extremely simple error that’s wreaking havoc further downstream in your campaigns. These are really easy fixes, but the problems can have far-reaching effects—so take the time to double- (or even triple-) check that your tracking is set up properly.

How to fix it:

• Audit your tracking setup: Conduct regular audits of your conversion tracking setup to make sure all relevant data is being accurately captured. Common issues include broken tracking codes, misconfigured goals, or discrepancies between Google Ads and Google Analytics.
• Use Google Tag Manager: Simplify the management and testing of your tracking codes by using Google Tag Manager. It lets you easily add, edit, and troubleshoot tracking codes without needing to modify your website’s code directly.
• Set up goals and events: You can use Google Analytics to set up specific goals and events that line up with your conversion targets. This lets you track those key actions (like form submissions, phone calls, and downloads) to get deeper insights. 
• Test your tracking: Before launching a new campaign or making significant changes, test your conversion tracking to make sure everything is running smoothly. 

Recommended reading: Using analytics to measure your landing page performance