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Top 9 Strategies for Maximizing Google Ads Conversion Rate For Small Businesses​

Key Points

    • Customer-Centric Approach: Focus on customer needs and preferences to tailor ads and improve conversion rates.
    • Understanding the Buying Journey: Analyse the customer’s path to purchase to optimize ad placement and messaging.
    • Consistency Across Ad Copy and Landing Pages: Maintain a consistent message and user experience to boost conversions.
    • Testing and Optimization: Conduct A/B testing on landing page designs and ad variations to improve conversion rates.
    • Remarketing and Ad Schedule Optimization: Re-engage potential customers through remarketing campaigns and optimize ad scheduling for better results.


In this guide, we will explore the top strategies that small businesses can employ to optimize their Google Ads conversions. From adopting a customer-centric approach to understanding the customer’s buying journey, ensuring consistency across ad copy and landing pages, conducting testing and optimization, and leveraging remarketing and ad schedule optimization, we will provide actionable insights to enhance your Google Ads campaigns.

By implementing these strategies, you can maximize your Google Ads conversions and achieve success in your online advertising endeavours. Join us as we dive into the key strategies and discover how to supercharge your Google Ads conversions for small businesses. Let’s get started!

Strategy 1: Using A Customer Centric Approach

In the realm of online advertising, one of the fundamental keys to enhancing conversions is adopting a customer-centric approach. This strategy places utmost importance on understanding and addressing the needs, preferences, and motivations of your target audience. By aligning your Google Ads campaigns with customer expectations, you can significantly boost the likelihood of conversions.

When you adopt a customer-centric approach, you shift your focus from simply promoting your products or services to delivering tailored solutions that resonate with your audience. It involves putting yourself in the shoes of your customers and crafting ad experiences that are relevant, engaging, and valuable to them.

To begin, take the time to conduct thorough research and gather insights about your target audience. Understand their demographics, interests, pain points, and purchasing behaviours. By developing buyer personas, you can create more targeted and personalized ads that directly address their specific needs.

Furthermore, leverage the power of data and analytics to gain deeper insights into customer behaviour and preferences. By analysing data such as search queries, browsing patterns, and previous interactions, you can uncover valuable information about their intentions and preferences. This knowledge will allow you to tailor your ad messaging, offers, and calls-to-action to resonate with your customers on a deeper level.

Additionally, consider implementing customer feedback mechanisms, such as surveys or user testing, to gather direct insights and feedback. This can help you uncover pain points, identify areas for improvement, and refine your ad campaigns accordingly.

By adopting a customer-centric approach, you position your business as a trusted and customer-focused brand. When customers feel understood and valued, they are more likely to engage with your ads, trust your brand, and ultimately convert.

Strategy 2: Leveraging The Buyer Journey

Analysing and understanding the customer’s buying journey is key to optimizing your Google Ads campaigns and driving conversions. By comprehending the steps and touchpoints along this journey, you can tailor your ads and strategies to effectively engage and convert potential customers. Here are some actionable insights to help you analyse and understand the customer’s buying journey:

  • Mapping the journey: Start by mapping out the various stages your customers go through when making a purchase. This typically includes awareness, consideration, decision, and post-purchase stages. Identify the touchpoints and channels they encounter during each stage.
  • Customer research: Conduct qualitative and quantitative research to gain insights into customer behaviour and preferences at each stage. Utilize tools like surveys, interviews, and customer feedback to understand their motivations, pain points, and decision-making criteria.
  • Keyword analysis: Analyse search queries and keywords used by customers during different stages of their buying journey. Identify keywords that indicate intent, such as “best,” “reviews,” or “buy,” to align your ad campaigns with their specific needs.
  • Ad messaging and targeting: Craft ad copy that resonates with customers at each stage. Tailor you’re messaging to address their pain points, showcase the benefits of your products or services, and provide relevant information to support their decision-making process. Use audience targeting options, such as demographics, interests, and behaviours, to reach customers at specific stages.
  • Remarketing campaigns: Implement remarketing campaigns to target customers who have interacted with your website or previous ads. By delivering customized ads to these audiences, you can reinforce your brand message and nudge them towards conversion.
  • Conversion tracking: Set up conversion tracking to monitor the effectiveness of your ads at different stages of the buying journey. Analyse the conversion rates and customer actions to identify areas for improvement and optimize your campaigns accordingly.
  • Ongoing optimization: Continuously monitor and analyse the performance of your ads at each stage of the buying journey. Adjust your bidding strategies, ad placements, and messaging based on the insights gained to maximize conversions.

By thoroughly analysing and understanding the customer’s buying journey, you can align your Google Ads campaigns with their needs and effectively guide them towards conversion. Remember to continuously monitor and optimize your strategies based on the insights gained to drive better results and improve your overall campaign performance.

Strategy 3: Ad Copy & Landing Page Consistency

Maintaining consistency between your ad copy and landing pages is crucial for optimizing Google Ads conversions. When users click on your ad, they expect a seamless transition from the ad’s promise to the landing page’s content. Here’s why consistency matters and some actionable tips to ensure it:

Consistency reinforces trust and credibility. When users see a consistent message, design, and branding elements between the ad and landing page, it builds trust and reassures them that they are in the right place. Any discrepancies can lead to confusion and distrust, resulting in higher bounce rates and lower conversion rates.

Here are some actionable tips to ensure consistency between your ad copy and landing pages:

  • Match the message and keywords: Ensure that the ad copy accurately reflects the content and offerings on the landing page. Use the same keywords or phrases to maintain relevance and reinforce the user’s intent.
  • Design consistency: Maintain a consistent visual identity across your ad and landing page. Use similar colour schemes, fonts, and imagery to create a cohesive brand experience.
  • Highlight the value proposition: The value proposition mentioned in the ad should be prominent and reiterated on the landing page. Make it clear how your product or service solves the user’s problem or fulfils their needs.
  • Call-to-action (CTA) alignment: Align the CTA on your ad with the CTA on the landing page. Consistency in the action you want the user to take increases the chances of conversion.
  • Message reinforcement: Use the headline and subheadings on the landing page to reinforce the ad’s message. This helps users quickly understand that they have reached the right destination.
  • Consistent branding: Incorporate your brand logo and messaging consistently throughout the ad and landing page. This strengthens brand recognition and creates a cohesive experience.

By maintaining consistency between your ad copy and landing pages, you create a seamless user journey that instils confidence and improves the chances of conversion. Users feel that they have found what they were promised, leading to increased engagement and a higher likelihood of completing the desired action.

Remember to regularly review and update your ad copy and landing pages to ensure ongoing consistency and alignment. By prioritizing this aspect, you can optimize your Google Ads conversions and drive better results for your campaigns.

Strategy 4: A/B Testing

A/B testing and experimentation are powerful tools for improving the effectiveness of landing pages and optimizing Google Ads conversions. By conducting tests and gathering data-driven insights, you can make informed decisions to enhance your landing page design. Here’s a discussion on the benefits and actionable steps for conducting testing:

A/B testing allows you to compare two or more versions of your landing page to determine which design elements, layouts, or content perform better in terms of conversion rates. By testing different variations simultaneously, you can identify the most effective elements and optimize your landing page accordingly.

Here are some actionable steps for conducting testing to optimize your landing page design:

  • Identify the elements to test: Start by selecting specific elements of your landing page to test, such as headlines, images, forms, calls-to-action, or colour schemes. Focus on elements that are directly linked to conversion goals.
  • Create variations: Develop different versions of your landing page, each with a single element altered. For example, you could create two versions with different headlines or different placements for the call-to-action button.
  • Split traffic: Divide your audience randomly into different groups and direct each group to one of the landing page variations. Ensure that the traffic split is statistically significant to yield reliable results.
  • Set conversion goals: Define specific conversion goals for your A/B test, such as form submissions, purchases, or newsletter sign-ups. This will help you measure the impact of each variation on the desired actions.
  • Gather and analyse data: Monitor the performance of each landing page variation and collect data on conversion rates, bounce rates, time on page, and other relevant metrics. Analyse the data to determine which variation performs better in terms of meeting your conversion goals.
  • Implement the winning variation: Based on the results of your A/B test, identify the winning variation and implement it as the new standard for your landing page design.
  • Iterative testing: A/B testing should be an ongoing process. Continuously test new variations and iterate based on the insights gained to further optimize your landing page design and improve conversion rates.

By conducting testing and experimentation, you can make data-backed decisions to improve the effectiveness of your landing pages. A/B testing enables you to optimize design elements, discover what resonates best with your audience, and ultimately drive higher conversion rates in your Google Ads campaigns.

Strategy 5: Mobile Optimisation

Creating and optimizing ads specifically for mobile devices can offer several advantages in improving Google Ads conversions. By tailoring your ad campaigns to mobile users, you can effectively engage with this growing audience and maximize your conversion rates. Here’s an explanation of the benefits:

  • Expanding reach: With the increasing popularity of smartphones and mobile browsing, targeting mobile users allows you to tap into a larger audience. By catering to mobile devices, you can extend your reach and connect with potential customers who primarily access the internet through their smartphones or tablets.
  • Enhanced user experience: Mobile-optimized ads provide a seamless and user-friendly experience for mobile users. By adapting your ad format, design, and content to fit smaller screens, you can ensure that users have a positive interaction with your ads, resulting in higher engagement and conversion rates.
  • Location targeting: Mobile devices are often equipped with GPS capabilities, allowing for precise location targeting. This enables you to deliver ads to users based on their geographical location, increasing the relevance and effectiveness of your campaigns.
  • Quick and convenient interactions: Mobile ads offer the advantage of instant connectivity and convenience. Users can easily interact with your ads through touchscreens, making it easier for them to complete desired actions such as clicking a call-to-action button or making a purchase.
  • Cross-device targeting: By focusing on mobile devices, you can reach users who switch between different devices throughout their customer journey. Cross-device targeting ensures consistent messaging and ad experiences as users transition from mobile to desktop or other devices, improving overall campaign effectiveness.

To optimize your ads for mobile devices, consider the following tips:

  • Create mobile-specific ad formats: Utilize mobile-specific ad formats, such as responsive ads or mobile app ads, to ensure compatibility and optimal display on mobile screens.
  • Streamline your landing pages: Ensure that your landing pages are mobile-friendly, with fast loading times and responsive designs. This enhances the user experience and reduces bounce rates.
  • Leverage mobile-specific features: Take advantage of mobile-specific features like click-to-call buttons, app install ads, or location extensions to enhance engagement and drive conversions.
  • Test and iterate: Conduct A/B testing to identify the most effective mobile ad variations and iterate based on the insights gained. Continuously optimize your mobile ads to maximize their impact.

By testing ads directed at mobile devices and optimizing them accordingly, you can leverage the advantages of mobile advertising to reach and convert a broader audience. Mobile optimization ensures a positive user experience, increased engagement, and higher conversion rates for your Google Ads campaigns.

Strategy 6: Keyword Grouping & Optimisation

Organizing and grouping your keywords effectively is crucial for improving targeting and ad relevance in your Google Ads campaigns. By structuring your keywords in a logical and well-organized manner, you can enhance the precision of your targeting, increase ad relevancy, and ultimately drive better conversion rates. Here’s a breakdown of how to efficiently organize and group your keywords:

  • Create relevant keyword categories: Begin by identifying overarching themes or categories related to your business, products, or services. These categories will serve as the foundation for organizing your keywords.
  • Conduct keyword research: Perform comprehensive keyword research to identify relevant search terms and phrases that align with each category. Use tools like Google Keyword Planner or other keyword research tools to discover new keywords and estimate search volumes.
  • Group keywords by similarity: Group together keywords that share similar themes, intent, or attributes within each category. This allows you to create ad groups that target specific sets of keywords and ensures your ads are highly relevant to user search queries.
  • Utilize match types: Assign appropriate match types, such as exact match, phrase match, or broad match modifiers, to your keywords. Match types determine the degree of precision and reach for each keyword, helping you target the right audience.
  • Optimize keyword bids: Set bid amounts based on the value and competitiveness of each keyword group. Allocate higher bids to keywords that are more likely to drive conversions, ensuring your budget is optimized for maximum impact.
  • Negative keyword implementation: Identify and incorporate negative keywords to prevent your ads from displaying for irrelevant search queries. Negative keywords help filter out unwanted traffic, improve ad targeting, and increase conversion rates.
  • Monitor and refine: Continuously monitor the performance of your keyword groups and make adjustments as needed. Regularly review data such as click-through rates, conversion rates, and cost-per-click to identify underperforming keywords or opportunities for optimization.
  • Efficiently organizing and grouping your keywords enables you to create targeted ad campaigns that align with user search intent. By improving the relevance of your ads, you increase the likelihood of capturing the attention of your target audience, driving more qualified traffic, and ultimately boosting conversions.

Remember to regularly analyse and refine your keyword groups to align with changes in search behaviour and market dynamics. By maintaining a well-organized keyword structure, you can optimize your Google Ads campaigns and achieve better results.

Strategy 7: Negative Keyword

Incorporating negative keywords into your Google Ads campaigns can significantly improve ad targeting, minimize wasted ad spend, and increase the overall effectiveness of your campaigns. Negative keywords are terms or phrases that you specify to prevent your ads from appearing when those keywords are included in a user’s search query. Here’s an explanation of the benefits and actionable insights for incorporating negative keywords:

  • Refine ad targeting: By incorporating negative keywords, you can better control when and where your ads are displayed. You can exclude search terms that are unrelated to your products or services, ensuring your ads are shown to a more targeted audience who are more likely to be interested in what you offer.
  • Minimize wasted ad spend: Negative keywords help prevent your ads from being triggered by irrelevant search queries. By excluding keywords that are not relevant to your business, you reduce unnecessary impressions and clicks from users who are unlikely to convert. This helps you allocate your budget more effectively and avoid wasting resources on irrelevant traffic.
  • Improve ad relevancy: When your ads are shown to a more targeted audience, the relevancy of your ads increases. By eliminating unrelated keywords, you can ensure that your ads are more aligned with the search intent of users. This improves the overall user experience, increases engagement, and enhances the chances of conversions.
  • Increase click-through rates (CTR): By incorporating negative keywords, you can filter out unwanted impressions and clicks. This, in turn, can lead to higher CTRs as your ads are displayed to a more relevant audience. A higher CTR indicates that your ads are appealing to the right users and can positively impact your ad quality scores.

To effectively incorporate negative keywords:

  • Conduct thorough keyword research: Identify potential negative keywords by analysing search terms and queries that are not relevant to your business or audience.
  • Monitor search term reports: Regularly review search term reports in your Google Ads account to identify keywords that trigger your ads but are unrelated to your offerings. Add these terms as negative keywords to refine your targeting.
  • Use keyword match types: Utilize match types for your negative keywords to control the level of exclusions. For example, use broad match negatives to exclude variations of a term or exact match negatives to exclude specific terms.
  • Regularly update and refine: Continuously monitor the performance of your campaigns and adapt your negative keyword list accordingly. Regularly review new search terms and add any irrelevant keywords to your negative keyword list to further improve targeting.

By incorporating negative keywords, you can refine your ad targeting, reduce wasted ad spend, improve ad relevancy, and increase the effectiveness of your Google Ads campaigns. It’s an essential strategy for ensuring that your ads are displayed to a relevant audience who are more likely to convert.

Remarketing enables you to reach out to users who have visited your website, interacted with your ads, or shown interest in your products or services. These users are already familiar with your brand, making them more likely to engage and convert.

Tailor your ads specifically to this audience segment, reminding them of their previous engagement and offering incentives to complete desired actions. Highlight new products, promotions, or exclusive offers to entice them to revisit your website and make a purchase.

Remarketing campaigns have the potential to significantly boost CTR and conversions by targeting users who have already expressed interest in your offerings. By creating a personalized experience that resonates with them, you can increase the chances of converting these users, ultimately resulting in a higher ROI for your Google Ads campaigns.

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Strategy 8: Remarketing Campaigns

Remarketing campaigns are a powerful tool for re-engaging potential customers and increasing conversions in your Google Ads campaigns. By targeting users who have previously interacted with your website or ads, remarketing allows you to stay top-of-mind and entice them back to complete a desired action. Here’s a discussion on how to effectively leverage remarketing for conversion rate optimization:

  • Identify remarketing lists: Start by identifying the specific audience segments you want to target with your remarketing campaigns. These can include website visitors, cart abandoners, past customers, or users who have engaged with specific pages or products on your site.
  • Implement remarketing tags: Install the remarketing tag or pixel on your website to track user activity and build remarketing lists. This enables you to create custom audiences based on specific actions or behaviours.
  • Tailor ad messaging and creatives: Create compelling ad copy and visuals that resonate with your remarketing audience. Highlight exclusive offers, personalized recommendations, or incentives to re-engage users and encourage conversions.
  • Set frequency caps: Avoid overwhelming your remarketing audience with excessive ad impressions. Set frequency caps to control the number of times your ads are shown to each user within a specific time period. This ensures a balanced and non-intrusive ad experience.
  • Create dynamic remarketing campaigns: Utilize dynamic remarketing to automatically show personalized ads featuring products or services that users have previously viewed or shown interest in. This enhances relevancy and increases the chances of conversions.
  • Exclude converters: Exclude users who have already converted from your remarketing campaigns to focus your efforts on re-engaging potential customers who have not yet taken the desired action.
  • Experiment with ad formats and placements: Test different ad formats and placements to find the most effective combination for your remarketing campaigns. Display ads, responsive ads, or even video ads can all be utilized to capture the attention of your remarketing audience.
  • Monitor and optimize: Regularly monitor the performance of your remarketing campaigns. Analyse metrics such as click-through rates, conversion rates, and return on ad spend (ROAS). Adjust as needed to optimize your campaigns and maximize conversions.

By leveraging remarketing as a conversion rate optimization tool, you can re-engage potential customers who have already shown interest in your business. Through tailored ad messaging and strategic targeting, you can entice them back, increase brand recall, and ultimately boost conversions in your Google Ads campaigns.

Strategy 9: Ad Schedule Optimisation

Ad schedule optimization involves strategically adjusting the timing and frequency of your ads based on data analysis. By analysing user behaviour and conversion patterns, you can allocate your budget and bidding strategies effectively to maximize the impact of your Google Ads campaigns. Here’s a breakdown of how to utilize ad schedule optimization:

  • Analyse historical data: Start by analysing your campaign’s historical data to identify trends and patterns in user behaviour. Look for insights such as peak hours, days, or specific periods when your ads have performed well or generated higher conversion rates.
  • Identify high-converting time slots: Determine the time slots during which your ads have historically generated the highest conversion rates. These are the periods when your target audience is most engaged and likely to take the desired action.
  • Allocate budget strategically: Once you’ve identified the high-converting time slots, allocate a higher portion of your budget to those periods. This ensures that your ads receive increased visibility and reach during the times when they are most likely to generate conversions.
  • Adjust bidding strategies: Modify your bidding strategies based on the performance of your ads during different time slots. Increase your bids during peak hours or days when competition is higher and adjust them accordingly during lower-converting periods.
  • Experiment with bid adjustments: Use bid adjustments to fine-tune your bidding strategies for specific time slots. Increase bids during the most profitable hours or days and decrease them during less fruitful periods. This helps optimize your ad spend and increase the chances of conversions.
  • Consider geographic targeting: If your business operates in different time zones or caters to specific geographic regions, consider adjusting your ad scheduling accordingly. This ensures that your ads are displayed at the most optimal times for each location, aligning with user activity patterns.
  • Monitor and optimize: Continuously monitor the performance of your ads during different time slots. Regularly review metrics such as conversion rates, cost-per-conversion, and return on ad spend (ROAS). Based on the insights gained, make adjustments to your ad schedule, budget allocation, and bidding strategies.

By utilizing ad schedule optimization, you can allocate your budget and bidding strategies more effectively to maximize conversions. Identifying high-converting time slots, adjusting bids, and experimenting with bid adjustments allows you to target your audience during periods of high engagement and improve the efficiency of your Google Ads campaigns. Remember to regularly analyse and optimize your ad schedule based on data-driven insights to drive better results.

Putting It All Together

By implementing these strategies to maximize Google Ads conversions, small businesses can experience significant benefits. Increased conversion rates lead to higher customer acquisition, improved ROI, and business growth. By adopting customer-centric approaches, optimizing landing pages, targeting mobile devices, and utilizing remarketing campaigns, businesses can enhance their online presence, engage their target audience, and drive more conversions. Efficiently organizing keywords, incorporating negative keywords, and optimizing ad scheduling further improve ad targeting and cost-effectiveness. Overall, these strategies empower small businesses to make the most of their Google Ads campaigns, increase conversions, and achieve sustainable success in the competitive online landscape.


Q1: How can adopting a customer-centric approach benefit small businesses in maximizing Google Ads conversions?

A1: Adopting a customer-centric approach allows businesses to understand and address customer needs, resulting in tailored ad experiences that resonate with the target audience. This enhances relevance, engagement, and the likelihood of conversions.

Q2: What is the significance of testing landing page design in improving Google Ads conversions?

A2: Testing landing page design helps identify the most effective elements for optimizing conversion rates. By refining the layout, content, and user experience, businesses can create landing pages that drive better results and enhance the overall campaign effectiveness.

Q3: Why is it important to maintain consistency between ad copy and landing pages?

A3: Consistency between ad copy and landing pages builds trust and ensures a seamless user experience. When users encounter a consistent message and experience, they are more likely to engage with the ad, trust the brand, and convert.

Q4: How can incorporating negative keywords enhance ad targeting?

A4: Incorporating negative keywords prevents ads from being triggered by irrelevant search queries. By excluding unrelated keywords, businesses can refine their targeting, minimize wasted ad spend, and improve the overall relevance of their ads.

Q5: What are the benefits of utilizing remarketing campaigns?

A5: Remarketing campaigns allow businesses to re-engage potential customers who have previously interacted with their website or ads. By staying top-of-mind and offering personalized incentives, remarketing increases brand recall and encourages conversions.

Q6: How does ad schedule optimization impact Google Ads conversions?

A6: Ad schedule optimization involves strategically adjusting the timing and frequency of ads based on data analysis. By targeting high-converting time slots and adjusting bidding strategies, businesses can maximize the impact of their ads and increase conversion rates.

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