Small tweaks, big wins – how to make your ads convert better.
Clicks are cute, but conversions are the real goal. Here’s how to squeeze more results from your existing Google Ads campaigns without blowing your budget.
1. Review your search terms
Under "Search Terms" in Google Ads, check what users are actually typing.
Kill: Irrelevant or low-intent terms – add them as negative keywords.Keep: High-performing queries – even if they weren’t in your original keyword list.
2. Refine your ad copy
Run A/B tests on:
Headlines: Try urgency vs value-based messaging
CTAs: "Get a Quote" vs "Start My Free Trial"
Display Paths: Add extra clarity (e.g. /pricing /offer)
3. Improve your landing pages
Make the headline match the ad copy
Keep forms short (name + email = enough)
Speed matters: use Google PageSpeed Insights.
4. Adjust device and location bids
If mobile is underperforming, lower your bid modifier. If London converts 3x better than Bristol, shift spend accordingly.
5. Monitor conversion lag
Some conversions take days. Use the Time Lag report in Google Ads to avoid pausing ads that are actually working – just slowly.
Final thought:
Optimising doesn’t have to mean rebuilding. Sometimes the fix is in the details.
