18 Result Driven Conversion Rate Optimisations for Google Ads in 2021

Written By Erdi Bus
conversion rate optimisation New york

Google Ads is one of the most popular ad platforms in the world. It’s so easy to get started and it doesn’t cost much to run a campaign. The real issue is that it can be really difficult to track your ROI, figure out how to optimise for conversions or even know what you’re doing wrong when you’re not seeing results. We are here today with 18 result driven conversion rate optimisations that will help any business start seeing results from their Google Ads campaigns this year!
This guide provides practical insights on what marketers need to do now in order for their ads to show up better online and convert more customers into paying clients!

So, let’s start 🙂


1. Keep your ads relevant and accurate with your product or services on Google Search Ads

Relevancy is one of the most important aspects of Google Ads. If your ads are irrelevant, then people will ignore them and not click on them or convert. The more relevant the ad, the higher chance they’ll be clicked on!

Use your keywords in your ad headlines and descriptions in the same ad group. If you’re targeting specific keywords, then make sure your ads are relevant to that keyword.

For example: If I was advertising a travel agency’s website and my target market were people who wanted to book flights on Google Search Ads. Then my ad should include phrases like “Book Flights” or “Compare Airlines.” This is relevant because of it.

2. Optimise your ad copies for mobile devices on search campaigns on Google Ads

Google is all about mobile – it’s their primary focus for user experience. This means that you need to make sure your ads are not only showing up on smartphones (smartphones account for more than 75% of mobile search queries) but also have a format that will be readable and engaging on them.

So, you need to make sure that you optimize your ad copies for mobile devices. You can do this by using a device-specific campaign and targeting and the relevant keywords for mobile device users.

3. Determine keywords and keyword matches – they’re important!

It’s so important to determine the right keywords before you start running a Google Ads campaign. This will help you figure out which ads are displaying for your target audience and what they’re searching when looking at search engines like Google. You should create keyword lists of phrases, words, common misspellings and synonyms that people might type.

Also, you can check ads from your competitors and find new keyword ideas.

4. Make sure you have a Call to Action in the ad text

It’s important to make sure that you always have a call-to-action in the ad text. This is what will prompt viewers of your ads to click and visit your website, where they might take action and buy something from you instead of just clicking away when they see an ad.

For example ‘Shop Now’ or ‘Start Your Free Trial’

5. Avoid irrelevant keywords and add them to a negative keyword list

Irrelevant keywords are words that don’t turn into conversions for you. One way to get around this issue is by adding your irrelevant keyword list as a negative keyword in Google Ads so it won’t show up on ads related to what they’re searching when looking at search engines like Google.

You can check weekly your Search Term report on Google Search Ads and determine which keywords have good results or irrelevant.

Then, You can go to your Google Ads account. In the Google Ads interface, navigate to Campaigns. Click on the list icon next to a campaign and select “Negative keywords” from the drop-down menu. Once there, you’ll be able to type in your irrelevant keyword list as negatives so they won’t show up for searches related to those words.

6. Write strong headlines to your ad copies that are short and catchy

Headlines are one of the most important points of contact for your ads. There is a lot of curiosity out there and people are always looking to see what’s new, so use this as an opportunity! What you need to do when writing headlines is find something that will grab attention with one sentence.

Headlines should be short and catchy in order for people’s curiosity to the peak.

Here you can find some Google Ads headlines:

– “New Year, New You: Get Fit Fast”

– “How To Be More Confident Instantly?”

– “2021’s Biggest Inventions!”

It is also important to make sure that your headline matches the target audience. For example, if you’re targeting parents or grandparents then use a more personal tone. Or, if you’re targeting business professionals then use a more professional tone.

– “How To Become A Social Media Influencer”

– “The Top 15 Instagram Tips You Need in Your Life!”

Use the headline to build up curiosity for your audience so they click on it, then provide them with helpful information that solves their problems or further their interests.

7. Adjust and optimize keyword bids and update your bidding strategies regularly on Google Ads

The first thing you need to do with Google Ads makes sure your bidding strategy for keywords is optimized.  Remember that when it comes to paid search advertising, there are two types of bids: last-click and conversion bid. Conversion-based ads typically have a higher cost per click than the average keyword ad because they’re generating more qualified.

In our opinion, If your campaigns start from scratch, then start with manual bidding. After the first results and conversions, Google will recommend you to use machine learning bidding strategies. Monitor your results and define winner combinations for you.

Conversion rate optimisation target audience

8. Test different ad formats, like responsive search ads, carousel ads, video ads, and shopping feeds to see what works best with your target audience and budget

Ad formats can prove to be a very effective way of grabbing the attention of your target audience. There are many different styles and each one is designed for certain audiences and budgets. It pays off in terms of ROI, so test out all sorts and see which ones perform best with your specific goals!

Video ads are a good way to tell people about your products. They can help you get sales.

Responsive search ads provide very targeted information in an eye-catching format that is perfect for mobile screens. It’s not too.

9. Consider using dynamic search ads (DSA) if it’s available

DSA is a new type of Google Ads format that allows advertisers to show ads based on the content consumers are searching for. This means your potential customers will see more relevant and tailored ads, which should improve quality score and generate more results if managed correctly.

You can expand your reach easily with Dynamic Search Ads. Plus, they’re great for when you have a seasonal product or service because it becomes easier to adjust your messaging based on the time of year.

A downside is that DSA ads can be expensive and difficult to manage if not optimized properly.

10. Run A/B tests on Google Ads campaigns to find out which ones are more successful than others when targeting specific audiences or locations

This might seem so easy, but A/B testing on Google Ads campaigns is one of the most effective ways to get conversions. All you have to do is create two different ads and then split your audience into two groups (or more) that will each see only one ad.

This will allow you to see which version is the most successful at generating more conversions and it might even help you understand what your audience wants more. It’s best to run A/B tests for several different ads that are targeting the same keyword, location or device in order to get good results. 

11. Monitor conversions like tracking how many people click through from an online advertisement to make a purchase from your site after being shown the advert

In order to get the most out of your Google Ads campaign, it’s important to monitor conversions. Tracking how many people click through from an online advertisement and make a purchase on your site after being shown the advert is one way to do this.

You can set up conversion tracking with Google Tag Manager to your Website. When you get enough conversions then you can start to use bidding automation on Google Ads. So, you can set your Google Ads campaigns to bid on conversions rather than clicks.

12. Look at conversion rate reports over time

One of the first things you should do when trying to optimise your Google Ads campaign is to analyse how effective it has been so far. Google provides conversion rate reports in order for marketers to monitor their performance and understand what they can improve on future campaigns.

If you review this report regularly, it can offer you tips for improvement that you can apply to your ad campaigns.

13. Track down any underlying issues that might be causing low conversion rates

In this case, tracking down any underlying issues might involve getting into the nitty-gritty of your ad campaigns.

You need to be able to answer these questions:

– What are you bidding on?

– Do I have enough keywords and placements?

– Are my keywords matched correctly?

– Is my account geo-targeted correctly?

And so forth. Answering this will help you figure out what conversion rate problems you’re having, which in turn should allow for more focused optimization efforts moving forward.

14. Check the recommendations in the campaign section on Google Ads regularly.

Google Ads provide recommendations for your campaigns. This may include:

Improving the quality of traffic and leads,

Helping you to reach more people who are in a certain location or interested in various topics such as “online shopping” or “computer science education,”

Increasing the number of visitors who visit your website from mobile devices, and much more. It’s important to check these regularly so that you can take advantage of them!

15. Create remarketing campaigns on Google Display Ads

Google Display Ads is a good way to get your ads in front of people who have already visited your website. You can set up certain campaigns that will show when these people are browsing the internet, on their mobile phone or tablet and you’ll know they’re more likely interested in your products or services than someone just randomly surfing the web. This kind of targeting also helps with branding because it’s great for getting people back onto your site after they left before finishing what they were doing.

Setting this type of campaign up isn’t too difficult but there are some nuances about display ads such as: building an audience from first-party data (analytics), setting correct bids, using placements correctly and making use of remarketing lists for new audiences.

16. Use your remarketing audience list on Google Search Ads. (RLSA – Remarketing List on Search Ads)

People who have already interacted with your brand and are now searching for the same product or service you offer is a perfect audience to display ads on Google Search. With RLSA, marketers can then retarget these potential customers by showing them an ad that highlights their previous activity. This is usually better than a generic ad that will not be as relevant to the user.

The RLSA list can also contain any email addresses or phone numbers of potential customers who have signed up for your newsletter, downloaded an ebook, purchased from you in the past and so on. The power of this targeting method lies in its ability.

17. Add target audiences to your campaigns on Google Ads

You can add your target audiences to Google Ads by using their interests and demographics, which will help you reach your target demographic.

It’s important that the ads are tailored for the targeted audience so they can get relevant information.

If you want to start seeing results from your campaigns, this is one of the best strategies because it can help with relevance as well as targeting the right people who will most likely be interested in your ads.

conversion rate optimisation performance

18. Review all these points regularly so you can keep track of how each one affects performance

It’s important to review each point regularly so you can see which ones are working best and change things up if needed.

This will help keep your campaigns on Google Ads more active and successful, especially when it comes to conversions.

By reviewing these points regularly, you’ll also know what is working and what isn’t working for your business or campaign in the future. And you can apply improvements easily.

19. Share this post with other business owners who want high-performing Google Ads campaigns!

As soon as you’ve finished reading this post, please share it with business owners who want to do their own campaign. This is a guide on what needs to be done and they can use these insights too!


This post has 18 result-driven conversion rate optimisations for Google Ads campaigns in 2021. It is important to track your ROI, figure out how to optimize for conversions or know what you’re doing wrong when not seeing results. This guide provides practical insights on what marketers need to do now so their ads show up better and stay active.

We hope this guide has given you some insight into the potential of Google Ads and how to optimise your campaigns for success. If you’re ready to start seeing results from your ads, but don’t have time or expertise in-house, we can help with that too! 

Our team are experts who will work closely with you on a hands-on basis to make sure all aspects of campaign management go smoothly. Get in touch today and find out more about our free strategy session. This is an opportunity to gain expert knowledge without any obligation whatsoever. 

Book a free strategy meeting with us now!

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Erdi Bus

Erdi Bus

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