How to Improve Your Underperforming Google Ads Campaign

Are you frustrated that your Google Ads campaign isn't delivering the results you had hoped for? You're not alone. Many digital marketers, small business owners, freelancers and agencies find themselves grappling with the challenges of underperforming pay-per-click (PPC) campaigns. Fortunately, there is a roadmap to recovery.

This comprehensive guide aims to help you diagnose the problems in your Google Ads campaign and walks you through actionable steps to turn it around.

By focusing on metrics, targeting, ad copy, landing pages, bidding strategies and continuous optimization, you can enhance your return on investment (ROI) and achieve the success you desire.

Diagnose the Problem

Before you can improve your campaign, you need to understand what is going wrong. Start by reviewing core metrics such as click-through rate (CTR), cost per click (CPC), Quality Score and conversion rate.

1. Identify Weak Points in the Funnel: Are you struggling to get impressions? Low clicks? Or maybe you're getting clicks but no conversions? Pinpointing where the breakdown occurs is crucial. Use Google Analytics and GA4 to analyze post-click behavior and gather insights on how users interact with your website.

   
   

   

   Analyzing ad performance metrics

   
   

2. Core Metrics Breakdown:

• CTR: A low CTR could indicate that your ads aren’t relevant to your audience or that your headlines aren’t compelling.

• CPC: If you’re spending too much on clicks that don’t convert, it might be time to revisit your keywords and targeting.

• Quality Score: A low Quality Score may affect your ad rank, leading to higher costs and lower visibility.

Reevaluate Targeting & Keywords

Once you have diagnosed the problem, it’s time to turn your attention to targeting and keywords.

1. Keyword Intent: Assess whether your keywords are too broad. Keywords lacking user intent can lead to lower conversion rates. For instance, using "shoes" may attract users interested in browsing rather than purchasing. Instead, consider more specific phrases, such as "buy running shoes online".

   
   

2. Negative Keywords: Adding negative keywords can help filter out irrelevant traffic that results in wasted ad spend. If you’re selling premium runners, including terms like "cheap" as a negative keyword can improve ad performance.

   
   

3. Keyword Planner for New Ideas: Utilize the Google Keyword Planner tool to discover new high-intent keywords. Look for suggestions that align closely with your business and audience needs.

   
   

   

   Using Google Keyword Planner for keyword optimization

   
   

Refresh Ad Copy & Creatives

Your ad copy and creative elements can significantly affect your campaign’s performance. It’s time for a refresh.

1. Test New Headlines and CTAs: Don’t be afraid to experiment with different headlines, calls-to-action (CTAs), and value propositions. A/B testing can reveal what resonates best with your audience.

   
   

2. Align Messaging: Ensure that the messaging in your ads aligns with both searcher intent and the landing page content. Discrepancies can lead to high bounce rates and fewer conversions.

   
   

3. Formats and Extensions: Try different ad formats, such as Responsive Search Ads (RSAs), or explore image extensions. Each format has unique benefits and may speak differently to your audience.

   
   

Optimize Your Landing Pages

While your ads may attract clicks, it is your landing pages that ultimately drive conversions. Let’s optimize them.

1. Mobile-Friendly Design: With an increasing number of users accessing sites via mobile, ensure your landing pages are fast and fully responsive.

   
   

2. Trust Signals: Incorporate testimonials, reviews, and clear CTAs. Trust signals can significantly boost your conversion rates by assuring users they are making a wise choice.

   
   

3. Remove Friction: Identify and eliminate any barriers in the conversion process. Whether it’s a complicated form or a slow-loading page, make the path to conversion as smooth as possible.

   
   

   

   Mobile-friendly landing page with clear CTAs

   
   

Adjust Your Bidding Strategy

If you find that you're spending excessively without reaping rewards, it may be time to revisit your bidding strategy.

1. Analyze Spending: Determine if you are overspending for low-value clicks. Sometimes, lowering your bids can actually improve your overall ROI as it encourages smarter spending.

   
   

2. Switch Bidding Strategies: If a manual bidding approach isn’t yielding results, consider switching to automated strategies like Maximize Conversions or Target Return on Ad Spend (ROAS). These strategies can adjust bids in real-time to maximize performance based on your goals.

   
   

3. Refine Demographics and Locations: Lower bids on locations or demographics that are showing underperformance. For instance, if certain devices or geographies yield less conversion, adjusting your targeting can help redistribute your budget to more effective segments.

   
   

Monitor & Iterate

Performance optimization is not a one-off task. Ongoing monitoring and commitment to iterative testing are key.

1. Weekly Tracking: Keep a close watch on the changes you implement. Track key metrics weekly to see what’s working and what isn’t.

   
   

2. Google Ads Experiments: Utilize the Experiments tool within Google Ads to safely test improvements. This allows you to take calculated risks and only roll out strategies that prove successful in controlled settings.

   
   

3. Commit to Continuous Optimization: Cultivating a mindset of continuous improvement is essential. Allocate time each month to review performance, test new strategies, and iterate on existing campaigns.

   
   

Take Charge and Transform Your Google Ads Campaign Today

If your Google Ads campaign is struggling, don’t pause it—optimize it. Start with small, strategic changes, track your data, and refine continuously. Recovery is possible when you know what to fix.

A well-tuned Google Ads campaign can significantly uplift your business results. By systematically diagnosing issues, reevaluating targeting and keywords, refreshing ad creatives, optimizing landing pages, adjusting bidding strategies and committing to continuous monitoring, you can turn your frustration into success.

Don't give up—take action today to reclaim your advertising potential!