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Improving Conversion Rates with Google Ads

Optimizing Google Ads campaigns to improve conversion rates can significantly drive business growth. Conversion rate optimization involves fine-tuning your ads, targeting strategies, and landing pages to boost the percentage of visitors who complete a desired action, such as making a purchase or filling out a form. This article explores advanced techniques to enhance conversion rates with Google Ads.


Ad Strategies

A/B Testing

A/B testing is an essential strategy for optimizing your ad campaigns. By experimenting with different ad elements, you can identify what resonates best with your audience. One effective way to do this is by testing different keyword match types: Broad Match, Phrase Match, and Exact Match.

Broad Match


Broad match allows your ads to show for searches that include synonyms and related terms. For example, a moving company using “moving services” might attract searches for “relocation help” or “house moving.” This type of match helps you reach a wider audience and discover new keyword variations, making it ideal for exploratory campaigns.

Phrase Match

Phrase match triggers your ads for searches that include the meaning of your keyword phrase. For instance, using “affordable moving company” might match searches like “find affordable moving company” or “best affordable moving company near me.” Phrase match provides a balance between broad and exact match, capturing more specific phrases while still reaching a broad audience.

Exact Match

Exact match shows your ads only for searches that exactly match your keyword. For example, using “best movers in Toronto” ensures your ad appears only for that precise search. Exact match offers the most precise targeting, ensuring your ads show for highly relevant queries, which can result in higher conversion rates despite potentially lower traffic volume.

Keyword Optimization

Keywords are crucial for targeting the right audience. Understanding the different keyword match types and how to use them effectively can dramatically improve your ad performance. 

    • Broad Match: This type captures a wide range of searches including synonyms and related terms. It’s best used for exploratory campaigns.
    • Phrase Match: Your ad appears for searches that include the meaning of your keyword, allowing for more controlled targeting.
    • Exact Match: Your ad is shown for searches that exactly match your keyword, offering the most precise targeting.

Example Scenario: A moving company may use broad match for the keyword “moving services” to explore various search queries, phrase match for “affordable moving company,” and exact match for “best movers in Toronto” to capture specific high-intent searches.

Negative Keywords: Implementing negative keywords helps filter out irrelevant traffic. For instance, excluding terms like “DIY moving” or specific cities they don’t serve can prevent wasted clicks and improve ad relevance.

Ad Relevance

Ensure your ads are closely aligned with the search queries they target. Use specific, relevant keywords and match types to improve your ad relevance and quality score, leading to better ad placements and lower costs.

Example: If targeting “emergency plumbing services,” your ad should highlight immediate availability and 24/7 service to match the urgency implied by the search.

Case Study

Moving Company in Vancouver, BC, Canada

    • Challenge: Received numerous searches for “long distance” moves or “moves from X city to Y city,” leading to high costs and low-quality leads.
    • Solution: By excluding the names of cities outside their service area and focusing on local searches, they significantly improved ad relevance and lead quality.
    • Result: Decreased cost per lead by over 60%, while boosting the volume of qualified inquiries for local moves.

Practical Tips

Landing Pages

Your landing page should be laser-focused on the ad’s promise and provide a seamless path to conversion. Ensure it matches the ad’s message and offers a clear, actionable next step for the visitor.

Example: For a home repair service ad promising “quick fixes for common issues,” the landing page should immediately list these common issues and provide a straightforward contact form or booking option.

Additional Tactics: Test different sections for forms, include compelling customer testimonials or Google reviews to build trust, and ensure the page loads quickly and looks good on all devices.

Conversion Tracking

Utilize Google Analytics and Google Tag Manager to track and measure conversions effectively. Understanding which keywords, ads, and strategies drive the most valuable actions on your site allows you to optimize accordingly.

Tip: Set up tracking for various types of conversions, such as form submissions, phone calls, and purchases, to get a comprehensive view of your campaign performance.

Ad Extensions

Enhance your ads with additional information through ad extensions. Use callouts, sitelinks, and structured snippets to provide extra value and improve your ad’s click-through rate. Here are four types of ad extensions you can use:

Sitelink Extensions

Sitelink extensions allow you to add additional links to your ad, directing users to specific pages on your website. This can help users find what they are looking for more quickly and improve your click-through rate. For instance, a restaurant might use sitelinks to direct users to menu pages, reservation forms, or special offers.

Callout Extensions

Callout extensions let you include additional text in your ad to highlight specific features or offers. These short snippets can emphasize unique selling points such as free shipping, 24/7 customer service, or other special promotions. An online retailer could use callouts to highlight “Free Shipping on Orders Over $50” or “24/7 Customer Support.”

Structured Snippet Extensions

Structured snippets provide more detailed information about your products or services. They allow you to highlight specific aspects of your offerings in a structured format. For example, a travel agency could use structured snippets to list types of vacation packages such as “Family Trips,” “Romantic Getaways,” or “Adventure Tours.”

Location Extensions

Location extensions show your business address, phone number, and a map marker. This is particularly useful for businesses with physical locations, helping potential customers find and contact you more easily. A local café might use location extensions to display its address and a link to directions, making it easier for nearby users to visit.


Improving conversion rates with Google Ads requires a strategic approach to testing, optimization, and relevance. By understanding and implementing these advanced strategies, businesses can achieve significant improvements in their ad performance and return on investment. Ready to optimize your Google Ads campaigns and boost your conversions? Contact Latin Launch Inc by filling out the form below, and let us help you create successful advertising campaigns.

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