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Google Ads for Mobile: Optimizing Campaigns for Mobile Devices

Key Points

  • Optimizing Google Ads for mobile devices in today’s mobile-first world.
  • Understanding the mobile landscape to help tailor campaigns for mobile user behaviour and preferences.
  • Mobile-friendly landing pages enhance user experience, focusing on speed, responsiveness, and usability.
  • Utilising ad formats designed for mobile devices, such as responsive search ads and mobile-friendly display ads.
  • Leveraging location-based targeting and extensions to provide relevant and localized information to mobile users.
  • Use of mobile-specific features like click-to-call and in-app advertising to help engage mobile users effectively.
  • Optimize campaigns for voice search queries, using conversational keywords and providing relevant solutions.
  • Monitor and analyse mobile performance through Google Ads tools enabling data-driven optimizations.
  • A/B testing and continual optimization based on metrics like CTR, and conversion rates maximize mobile results.


The increasing use of mobile devices has revolutionized the way businesses advertise online. With people spending more time on their smartphones and tablets than ever, it has become essential for advertisers to optimize their campaigns specifically for mobile devices. Google Ads, a leading online advertising platform, offers powerful tools and features to help businesses effectively reach their target audience on mobile. In this article, we will explore key strategies for optimizing Google Ads for mobile devices, maximizing reach, engagement, and conversions for your business.

Optimizing Google Ads for Mobile Devices

Understand the Mobile Landscape:

To effectively optimize campaigns for mobile devices, it is crucial to have a clear understanding of the mobile landscape as it is today. Mobile usage statistics and trends reveal the significant impact of mobile on consumer behaviour. Users are increasingly accessing websites and engaging with ads through their mobile devices, with this increasing year on year and expected to keep rising. Recognizing the differences between mobile and desktop user behaviour allows advertisers to tailor their campaigns accordingly, optimizing for the unique characteristics of mobile usage and groups of users that favor mobile over desktop in daily life.

professor examining a mobile phone

Mobile-Friendly Landing Pages:

A seamless user experience is paramount for mobile users. Optimizing landing pages for mobile devices is crucial to prevent users from bouncing off due to slow loading times or poor mobile responsiveness, a loading speed of 1 second compared to 3 seconds could see half as many people stay on the site. Ensure that your landing pages are mobile-friendly by emphasizing mobile page speed, responsiveness, and ease of navigation. Use clear and concise content, large fonts, and easily clickable buttons to enhance mobile usability and encourage conversions, mobile users are looking for speed and responsive experiences and if you don’t provide it they will find it elsewhere.

Ad Formats for Mobile:

Google Ads offers various ad formats specifically designed for mobile devices. Experiment with responsive search ads, app promotion ads, and mobile-friendly display ads to leverage their unique advantages. These formats allow you to engage mobile users effectively with visually appealing elements, such as images and videos, with the sophistication of the Google ads platform this means that all of these options are optimised for all platforms and will appear correctly on mobile and desktop automatically. By utilizing mobile-specific ad formats, you can capture the attention of your target audience and increase the likelihood of conversions.

Location-Based Targeting:

One of the key advantages of mobile advertising is the ability to target users based on their geographical location, especially for small in person businesses. Leverage location targeting in your campaigns to reach users who are in proximity to your business or have shown interest in specific locations. Tailor your ads and offers to specific locations, making them more relevant to your target audience. For example, if you are a local bakery in Fulham, London you can target that specific location and alter the ad copy accordingly. Additionally, utilize location extensions to provide users with essential information such as your business address and directions, making it easier for them to take action.

mobile phone maps function

Mobile-Specific Features:

Google Ads offers several mobile-specific features that can enhance your campaigns. Utilize click-to-call and click-to-message extensions to make it easy for mobile users to contact your business directly. Enable sitelink and callout extensions to improve the visibility of your mobile ads and provide additional information to users, these sitelinks will send users to specific parts of the website rather than a specific landing page. In-app advertising is another effective way to target users who spend significant time within specific mobile applications, increasing your reach and engagement.

Optimize for Voice Search:

Voice search is becoming increasingly popular on mobile devices. To optimize your campaigns for voice search queries, focus on using conversational keywords and phrases that align with how users naturally speak. Provide relevant solutions and consider the context in which voice searches are conducted. Adapting your ad copy and content to address voice search intent can significantly improve your visibility and relevance to mobile users, simpler and easier to pronounce ad copy lends itself to this feature as it is easier for Google to match to voice searches.

Monitor and Analyse Mobile Performance:

Regularly monitoring campaign performance specifically for mobile devices is essential. Utilize Google Ads reporting and analytics tools to gain insights into mobile-specific metrics such as click-through rates (CTR), conversion rates, and engagement metrics. It is essential to continually analyse all of these metrics, if one or more of these key metrics in particular is missed you could be creating a false picture of results. By analyzing these metrics, you can identify opportunities for improvement and make data-driven optimizations to maximize your results on mobile devices.

A/B Testing and Optimization:

Conducting A/B testing allows you to compare different ad creatives, ad formats, and landing pages for mobile devices. An A/B test consists of a campaign split in half with only one point changes, then reviewing performance and either implementing the change or testing something else. Test variations and measure their performance based on relevant metrics such as CTR and conversion rates. By continuously refining and iterating your campaigns based on the results of A/B testing, you can uncover the most effective strategies for mobile optimization, driving better outcomes.

Putting It All Together

Optimizing Google Ads campaigns for mobile devices is vital in a mobile-first world. By understanding the mobile landscape, leveraging mobile-friendly features, and monitoring performance, all businesses can reach and engage mobile users effectively, leading to increased revenue and profits. Continual testing and optimization, based on data and user behaviour, are key to unlocking the full potential of Google Ads for mobile devices. Embrace the opportunities offered by mobile advertising and tailor your campaigns to deliver compelling experiences for your mobile audience.

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