"I'm getting impressions and clicks, but no conversions in Google Ads."

By: Jyll Saskin Gales, Google Ads Coach

You've set up your Google Ads campaign, you're getting impressions and clicks, but there's one big problem: zero conversions. It's a frustrating scenario that many advertisers face, leaving them scratching their heads and wondering what went wrong. If this sounds familiar, you're not alone. Let's explore some common reasons why your Google Ads campaigns might not be converting and how to troubleshoot them.

Why Your Google Ads Campaigns Aren't Converting

There are four likely culprits behind a lack of conversions in Google Ads, when you're getting impressions and clicks:

1. Low Volume: It might simply be too early to expect conversions. Conversion rates are averages, and if you haven't received enough clicks, it's possible you just haven't hit that average yet. Remember, with a 1% conversion rate, you'd only expect one conversion for every 100 clicks. Give your campaign time to accumulate more data before jumping to conclusions.

2. Wrong Traffic: Your ads might be reaching the wrong audience. People who aren't interested in your product or service are unlikely to convert, no matter how compelling your ad copy is. Check your search terms report to see the actual user searches that triggered your ads. If you're seeing irrelevant or low-quality search terms, it's time to refine your keyword targeting.

3. Poorly Converting Website: Your website itself might be the problem. Even if you're attracting the right traffic, a confusing or non-optimized website can deter visitors from taking the desired action. Analyze your website's user experience, landing page design, and calls to action. Consider A/B testing different elements to see what resonates best with your audience.

4. Conversion Tracking Issue: Technical glitches can sometimes prevent conversions from being tracked accurately. Double-check your conversion tracking setup in Google Ads. Make sure you're tracking the right goals and that your tracking code is implemented correctly on your website. Also, verify that you're tracking the right conversions at the campaign level, not just the account level.

Troubleshooting Your Google Ads Campaign Conversion Woes

Before you make any drastic changes to your bid strategy, it's essential to diagnose the root cause of the conversion problem. Here's a step-by-step approach to troubleshooting your Google Ads campaign:

1. Check Your Website's Conversion Rate: Use Google Analytics or your online store dashboard to see how your website converts from other traffic sources like direct traffic or organic search. This will give you a baseline to compare your Google Ads performance against.

2. Analyze Your Traffic Volume: If you've only received a small number of clicks, it might simply be too early to expect conversions. Consider how your website's overall conversion rate relates to the number of clicks your ads have received.

3. Verify Conversion Tracking: Check your conversion summary in Google Ads and make sure you're tracking the right goals. Also, add the "All Conversions" column to your campaign view and segment by conversion action to ensure you're seeing all conversions driven by your campaign.

4. Review Your Search Terms: If you're running search campaigns, analyze your search terms report to identify any irrelevant or low-quality search terms that might be triggering your ads. Add negative keywords to exclude these terms and refine your keyword targeting.

Switch to Maximize Conversions?

If you've exhausted all troubleshooting efforts and still can't pinpoint the issue, switching from Maximize Clicks to Maximize Conversions might be worth a try. This bid strategy aims to get you as many conversions as possible within your budget, not just cheap clicks.

Troubleshooting a Google Ads campaign with zero conversions can be a daunting task. However, by systematically analyzing your website's performance, traffic volume, conversion tracking, and search terms, you can identify the root cause of the problem and take corrective action. Remember, patience and persistence are key. Don't give up on your campaigns too quickly, and always be willing to experiment and learn from your results.