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As organic reach continues to dwindle across platforms with algorithms changing now and then, Pay-Per-Click (PPC) advertising has emerged as a powerful tool for driving conversions. If you’ve been hesitant to invest in PPC or have faced challenges with lackluster campaign performance, you’re not alone.

Achieving an exceptional PPC conversion rate can be challenging, even though data indicates that the average advertiser doubles their return.

Marketers need to understand that simply putting up an ad does not guarantee substantial returns. Achieving a noteworthy PPC conversion rate requires a personalized approach toward scoring leads and fine-tuning over extended periods.

But there is always time to restart your PPC journey and aim for higher conversions.

In this article, we will share some simple information about PPC conversion, which needs to be addressed, and tips on utilizing it to build better PPC ads.

Let’s get started.

PPC conversion

What are PPC Conversions?

PPC conversions are the desired actions that users take on your website or landing page after clicking on your PPC ads. The actions can include purchases, sign-ups, downloads, and other actions that align with your business goals.

Just like an investor keeps an eye on their portfolio, tracking PPC conversions is essential to assess the return on your advertising investment. You can optimize your campaigns by measuring these outcomes, making them more effective and efficient.

How is the PPC Conversion Rate Calculated?

Calculating the PPC conversion rate is a relatively straightforward process. It involves comparing the number of conversions achieved through your PPC campaign to the total number of clicks your ads received. The formula for calculating the PPC conversion rate is as follows:

PPC Conversion Rate = (Total Conversions / Total Clicks) x 100

How is the PPC Conversion Rate Calculated?

What is the Benchmark for PPC Conversions?

The benchmark for PPC conversions can vary depending on the industry, business goals, and the specific type of PPC campaign being run. There is no one-size-fits-all benchmark as different industries and businesses have different conversion rates based on factors like product or service type, target audience, competition, and the ad campaign’s effectiveness.

According to WordStream, the average CTR across all industries is around 3.17% for search ads. And another report by Unbounce showcases the average conversion rate lies between 2-5%. As said before, it all depends on which industry you belong to.

It’s crucial to track and analyze your own campaign’s performance and compare it to your specific industry and competitors to get a more accurate benchmark for your PPC conversions. Regularly testing and optimizing your campaigns can help you improve your conversion rates and achieve better results.

But in the end, having a benchmark is crucial.

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Why You Might Have Low PPC Conversions?

Low PPC conversions can be attributed to various factors, and identifying the root causes is crucial for improving your campaign’s performance. Here are some common reasons why you might be experiencing low PPC conversions:

1. Irrelevant Targeting

If your ads reach the wrong audience, you won’t see high conversion rates. Ensure that your targeting settings, such as keywords, demographics, and location, align with your target customer’s interests and needs.

2. Ad Fatigue

Running the same ad for an extended period can lead to ad fatigue, causing a decline in user engagement and conversions. Regularly refresh your ad creatives to keep them engaging and relevant.

3. High Competition

In competitive industries, bidding wars can drive up costs, making it challenging to secure top ad positions and achieve conversions at a profitable rate.

4. Weak Landing Pages

Even if your ads attract enough traffic, a poorly designed or irrelevant landing page can discourage conversions. Ensure your landing pages are user-friendly, relevant to the ad’s message, and optimized for the desired action.

How to Increase PPC Conversions: Best Tips To Follow

landing page optimization for PPC visitors
1. Intent-Based Ad Copy

The key to capturing your audience’s attention lies in creating ad copy that speaks directly to their problems. Understand your target audience’s pain points, desires, and preferences, and use language that resonates with them.

Address the benefits of your product or service, and be concise yet impactful in your messaging. Remember, ad copy catches people’s attention and intrigues them about the product. You can highlight your offer or USP in your ad copy to make the most of it.

2. Build Dedicated Landing Pages

Users who click on your ad expect a seamless experience that aligns with their initial interest. Create dedicated landing pages specifically designed for each ad group or keyword.

These pages should provide in-depth information and reinforce the ad’s message while addressing the audience’s pain points. Focus on simplicity, clarity, and a visually appealing layout to guide visitors toward your desired action.

Suggested Read: PPC Landing Page Optimization: Tips For Higher Conversions

3. Match the Copies

Consistency is vital in building trust and credibility with your audience. Ensure that your ad copy corresponds closely with the content on your landing page. Such alignment reinforces the relevance of your offering and assures users that they are in the right place to find what they are looking for.

Avoid any misleading or confusing messaging that might deter potential customers.

4. Utilize CRO Testing

Don’t trash your low-converting PPC campaigns. Use them to collect user data and activity. User data is essential for good conversion rate optimization (CRO) testing. The more data you will have, the better the testing hypotheses. Conduct A/B tests to compare variations of headlines & copy of ads and other elements of your landing page.

With such an approach, you can provide your target audience with a much better user experience, resulting in better PPC conversions.

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5. Offer Lead Magnets

Consider providing lead magnets, such as free e-books, informative whitepapers, or exclusive webinars, to entice visitors to take action. Ensure that your offering aligns with the type of audience you want to target. 

Here is a table to help you out in crafting better lead magnets:

Sales Funnel Stage

Audience Type

Lead Magnets


Cold Audience (New Visitors)

Informative E-books or Guides, Educational Blog Posts


Warm Audience (Engaged Prospects)

Webinars or Online Workshops, Free Templates


Qualified Leads (Potential Customers)

Case Studies or Success Stories, Product Demonstrations


Hot Leads (Ready to Purchase)

Limited-Time Offers, Free Trials, or Samples


6. Set the Right KPIs

A well-defined set of Key Performance Indicators (KPIs) is essential for tracking the success of your PPC campaigns. Align your KPIs with your specific business objectives, whether it’s increasing sales, generating leads, or enhancing brand awareness. 

Some of the crucial PPC metrics are:

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Need Help to Increase PPC Conversions?

Achieving high PPC conversions requires a focused approach and continuous optimization. Track key metrics like CTR, conversion rate, etc., to gauge success. Keep in mind the tips we shared and you will be all set to launch your first PPC campaign.

But if you need to take your PPC ads to the next, take the help of experts. LiftedMetrics has experience with PPC ads from all industries. We help with strategy, implementation, and optimization. Contact us today!

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