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How to Create Google Ads That Actually Convert

Anyone can set up a Google Ads campaign. But making one that actually drives conversions? That’s a different game.

If you’re pouring money into Google Ads and not seeing a return, chances are you’re missing key steps that separate average campaigns from great ones. High-converting ads don’t start with a budget, they start with strategy.

This guide cuts through the fluff and gives you a no-nonsense roadmap to creating Google Ads that bring real results. Let’s get into it.

1. Define What a ‘Conversion’ Means for You

Before anything else, be crystal clear on what success looks like. A “conversion” isn’t one-size-fits-all, it depends on your business. It might be:

  • An online sale
  • A lead form submission
  • An eBook download
  • A phone call or booking
  • A product demo request

Once you know your conversion goal, every part of your campaign, from ad copy to landing page, should be laser-focused on that outcome.

2. Know Your Audience (Like, Really Know Them)

No great ad starts with a product. It starts with the person who needs it.

You need to understand:

  • Who they are (age, gender, location, income)
  • What they care about (pain points, values, desires)
  • How they search (phrases, platforms, timing)

Use tools like Google Analytics, Keyword Planner, and even direct customer feedback. The tighter your audience definition, the more dialled-in your ads will be.

3. Choose the Right Campaign Type (Not Just the Default One)

Google Ads offers multiple formats. Choosing the wrong one can tank your results from day one.

Your options:

  • Search: For high-intent users actively looking for a solution
  • Display: Great for brand awareness or remarketing
  • Shopping: Best for eCommerce with visual products
  • Video (YouTube): For education, storytelling, and re-engagement
  • Performance Max: Google’s AI-powered all-in-one campaign, useful, but not magic

Match the campaign type to your conversion goal. Not every business should run Performance Max just because it’s trending.

4. Target Smarter With Keywords (And Negatives)

This is where most campaigns fall apart. Keyword targeting isn’t just about picking what sounds good — it’s about intent.

Do this:

  • Use long-tail keywords for better quality traffic
  • Avoid broad terms unless you have budget to burn
  • Add negative keywords to filter out time-wasters
  • Think like a customer: what would you search to find this solution?

Google’s Keyword Planner and Search Terms Report will become your best friends here.

5. Write Ads That Stop the Scroll (Or Search)

Great Google Ads don’t just inform, they convert. And that starts with compelling copy.

Headlines:

  • Include your primary keyword
  • Create urgency or offer a clear benefit (e.g. “50% Off Ends Today”)

Descriptions:

  • Focus on outcomes, not just features
  • Use action-driven CTAs: “Get a Quote”, “Book Now”, “Try Free”

Ad Extensions:

  • Use them all: sitelinks, callouts, location, price, etc.
  • They increase your ad real estate and boost CTR

Your copy should feel like it’s written for one person — not the masses.

6. Align Your Landing Page With Your Ad (Or Lose the Lead)

You got the click. Now don’t blow it.

Your landing page needs to:

  • Match the ad’s message and keywords
  • Be fast, mobile-friendly, and visually clean
  • Have one clear, unmissable CTA
  • Remove distractions: no menus, no mixed messaging

A strong page doesn’t just convert, it improves your Quality Score, lowering your CPCs across the board.

7. Use Remarketing (Because Most People Don’t Convert the First Time)

Let’s be real,  not every visitor is ready to buy. But with remarketing, you don’t have to lose them.

Here’s how to use it well:

  • Re-engage users who abandoned a form or product page
  • Offer tailored deals for return visitors
  • Serve reminder content on YouTube, Display, or Gmail

Remarketing isn’t creepy — it’s smart. Use it to stay top-of-mind and increase your ROI.

8. Track Everything (Or You’re Flying Blind)

You can’t optimise what you don’t measure.

Set up:

  • Conversion tracking (in Google Ads or GA4)
  • Custom events (e.g. button clicks, form submissions)
  • Audience segments by device, location, time of day

Then act on the data:

  • Pause poor-performing keywords
  • Shift budget toward high-ROI campaigns
  • Test different copy and extensions

Your ads should evolve every week based on performance — not hunches.

9. Test. Test Again. Then Test Some More.

There is no “perfect” ad — only better versions.

What to test:

  • Headlines, descriptions, and display URLs
  • Broad vs. exact match keywords
  • Landing page layouts and CTAs
  • Ad schedules and device targeting

Use Google’s “Experiments” feature to run split tests without disrupting your current campaigns.

10. Quality Beats Budget — Every Time

Yes, budget matters. But Google doesn’t just reward the highest bidder — it rewards the best experience.

Google’s Quality Score is based on:

  • Expected CTR
  • Ad relevance
  • Landing page experience

High-quality ads get better placements for less money. That’s how small businesses outbid big ones. Every. Single. Day.

Final Take

Running Google Ads that convert isn’t about hacks or luck — it’s about structure, strategy, and ongoing refinement.

If your current campaigns feel more like a money pit than a sales engine, it’s time to rethink your approach.

Or better yet — let us do it for you.