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6 Best Practices to increase conversions with Google ads

Businesses around the globe try to rank on the first page of Google with organic SEO, because they want to get so called free traffic to their website.

But there also exist a different breed of businesses who realized that Google traffic converts best when you are investing in the right keywords and it is much easier to rank on first page of Google with Google ads and acquire new customers at profit.

Google ads is a true ROI driven advertising platform.

When you are driving positive ROI with Google ads, you can pour more and more money into Google ads and acquire new customers to expand your business quickly.

But let me also warn you that many advertisers also lose thousands of dollars with Google ads who don’t manage their Google ads campaign effectively.

In fact, Google ads is a doubt edge sword, if you don’t know want you are doing with Google ads, you can literally flush you money in guttar with unwanted clicks.

That’s the reason, you should consult a Google ads Expert before pouring your hard earned money in Google ads.

Today, I will discuss some best practices that you can implement in your Google ads campaigns to increase conversions (conversions are goals that you want to achieve with Google ads like sales, lead, subscription etc.)

Best Practices to increase Conversions with Google Ads

1. Setup Conversion Tracking:

Although all businesses want more conversions from their Google ads campaigns, but many forget to install the conversion tracking code on their website properly.

I regularly come across, Google ads accounts which were running without conversion tracking setup until I correct it as part of Google ads Consulting.

The primary reasons for this blunder is ignorance of businessman or campaign manager who doesn’t know about conversion tracking or don’t know how to set it up on website.

In some cases, web developers install Google ads conversion tracking code on wrong web pages which leads to incorrect calculation of conversions.

Conversion tracking is important because without it you will have a difficult time knowing ROI from your Google ads investment.

Addtionally, you will also miss the power of google ads automatic bidding options like Target Cost per Aacquition bidding (CPA bidding), Maximize conversion bidding etc.

As our discussion centers around increasing number of conversions from Google ads, setting up conversion tracking becomes the first best practice to increase conversions.

2. Select buying intent keywords for Google ads campaigns:

The keywords you choose to run Google ads are critical to success of your campaign.

Not all keywords that Google keyword planner suggests for your business is going to bring new customers because not all keywords have buying intent.

There are two kinds of keywords you get in Google keyword planner.

A. Information intent keywords

B. Buying intent keywords

Keywords that people use to collect information about a subject is called information intent keywords.

For example, consider this keyword ‘popular flowers breeds in India’

Here people are looking for more information on breeds of flowers but they are not necessarily looking for a related product or service.

On the other hand, consider another keyword ‘flower shop near me’

In this case people are specifically looking for a related business/service-flower shop. The searcher is likely to buy flower thus this keyword has buying intent and is called buying intent keyword.

Hope this example clarified why selecting buying intent keywords for your Google ads campaign is important.

3. Choose the right keyword match type based on your campaign objective.

Google ads platform offers you a way to decide the reach and depth of keywords with Keyword match type.

The reach of your ads increase as you select keyword match type from Exact match to phrase match to modified broad match and finally broad match type to run your campaign.

If you want traffic for the specific keywords only, you should go for Exact match type. As you move towards Broad match type, you get more views for your ads but the relevance of your selected keywords also decreases.

By default Google ads run on broad match type keywords and unless you have a large budget to support, it becomes difficult to get positive ROI from this type of campaigns in short term.

To get positive results and more conversions with Google ads from the first month, you can choose buying intent keywords and select Exact match and phrase match type to run campaign.

These match type will give you targeted traffic which has more probability to become Customers.

4. Setup campaign with a campaign strategy

The right campaign structure and strategy varies across businesses and industries.

Here I will discuss some best practices relating to campaign strategy that is common across all Google ads accounts.

Often Google advertisers start campaign without a campaign strategy, they just setup a Google ads campaign, put all their keywords in a single ad group, create 1-2 ads and expect awesome results.

You campaign structure is the base of your Google ads and has significant impact on number of conversions.

To get more conversions with Google ads, first arrange your keywords in relevant groups and then create 2-3 ads under each ad group.

You can also set different bid amount for these individual ad groups to manage your budget more efficiently.

5. Bid Management

Google ads is a auction based ads platform where you place bid against other advertisers who want to show their ads on the same Google result page where you want to show your ads.

Because of the auction nature of Google ads, the right bid for keywords changes frequently and requires effective bid management to increase conversions.

If you bid too low, you will get less click in turn less conversions and if you bid too high you will be wasting your budget unnecessarily on bid and exhaust your budget faster.

The automated bidding strategies like Maximize click and maximize conversion becomes effective when you have requisite conversion data in you ad account.

Until you are eligible for automated bidding strategies, you have to manage bids yourself.

There is no rule of thumb for how much should you bid for your keywords. You need to constantly test what bid amount works best for you.

6. A/B testing

Once you are getting results from your campaign, you can set A/B test to improve number of conversions.

You can set A/B test with Google ads experiments for all aspect of Google Ads campaigns like Campaign setting, ad group, ads, bidding strategy, bid amount, device bid adjustment, location etc.

A/B testing is a continuous process and you can setup new experiments to test what works best for you.

One basic tip that you should remember about A/B testing is that you should only test one thing at a time be it bid strategy, ads or anything.

Because if you A/B test multiple factors relating to a campaign simultaneous and even if you are able to improve the performance of your campaign, you cannot be sure what exactly lead to this improved performance.

Because you were testing multiple things together.


Google ads is a complex ads management system, where your results depend on multiple factors.

Each factors ha its own best practice that helps to increase the number of conversions but covering them all in this article is not possible.

I have shared 6 major best practices that will definitely help you increase conversions with Google ads.

If you are looking for specific help for Google ads campaign, you can contact me for Google ads Consulting.

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About the author

Abhishek Suneri

Abhishek Suneri is the Facebook Ads & Google Ads Consultant. He helps businesses acquire new customers with Facebook ads, Google Ads, Lead Generation, Ecommerce Marketing & Content Strategy. Connect with him for a Free Facebook Ads/Google Ads Audit for your Business.