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Best Strategies for Building Google Ads That Convert

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Online marketing is one of the best ways to advertise your products and services today. It involves the use of social media platforms and building a business website to ensure that you reach your target audience. Another great option that many companies are employing is Google Ads.

No matter what type of ads you choose to use for your Google Ads, constant monitoring and optimization is a must for this platform. Therefore, you need to experiment pretty often and constantly come up with new strategies as the time and trends go by.

Unfortunately, even though testing and experimenting is the most efficient way to increase your conversion rates, it can often be costly and time-consuming if you lack knowledge in the field of creating effective Google Ads. 

In order to form the best strategy possible, you can always use Clever Ads as they are one of the best available Google Ads Tools at the moment. But if you are in the mood to go into more detail about the best strategies for building Google Ads that convert, you can check out these tips below that might be very helpful. 

Plan Your Keywords Wisely

All Google Ads run on keywords, so you need to choose them correctly in order for your ad campaigns to be successful. Also, you need to constantly keep on track of your keywords and determine which ones are performing great and which ones you should consider to pause or delete.

Mostly, if a keyword has a rate lower than 0.5%, it is considered to be underperforming. These are exactly the keywords you should remove from your list. Instead, try to constantly try out some new keywords and track their performance.

To plan your Google Ads keywords well, you can use specialized tools like KWFinder, SEMrush, or any other tool you like. You can also do it on Google Ads by simply launching the Google Keyword Planner and browsing through the suggestions based on your website’s URL. 

Of course, as a beginner, these tasks may seem daunting.To avoid making unnecessary mistakes and wasting your precious time, it would be a good idea to hire the services of a professional like Claire Jarrett. This way, you’ll learn the dos and don’ts of Google Ads campaigns,  which will come in handy, especially in the current competitive environment.

Use Brand Keywords

The benefits of using brand keywords differ depending on how recognizable your brand is. The more known it is, the more benefits you can get by creating ads and keywords that include a brand keyword. 

For example, well-known brands like Nike simply can’t afford not using their brand name in their keyword strategy. Because if people are searching for Nike shoes, this means that they want Nike shoes specifically and they are not interested in any other kind, like Reebok or New Balance.

On the other hand, you need to start building your brand from somewhere. If people buy your products or services, this means they like it. And maybe even more people would buy it but the recognition of your brand just hasn’t grown yet. But you never know when someone will check out the tag on your hand-made jacket or read a flyer about your unique band. 

Use Negative Keywords

Another thing to consider is not using abstract keywords. For example, if you own a vegan food store, maybe you shouldn’t use such generic keywords like “food”. This is because it is more likely that people aren’t specifically looking for vegan food, and if they would, they would probably add the keyword “vegan” to their search.

Luckily Google Ads come to help in avoiding misleading keywords. There’s a special option where you can choose not to show specific keywords to people who are searching for combinations of keywords. Taken the same example with vegan food, if next to the keywords “ice cream” a person ads “dairy”, then your ad is not shown to this person because you only sell vegan ice cream which can’t contain any dairy in it.

Synchronize Ads with the Landing Page

If you have chosen to use PPC ads, it is very important that the copy on your Google Ads is in sync with the content on your landing page. 

This is more important than you might think at first. First of all, if your copy is much different from what a person sees after clicking your ad, the potential customer will simply leave your website. And this means that you just wasted some money because each time someone clicks on your ad, you pay some money for it. And if the person was looking for something completely different, there is almost no chance he will stay on your website.

The second thing is your SEO ranking. There are many great ways you can improve your SEO ranking on Google but there are also ways to decrease it. One of them being the irrelevant content on your landing page. The more the content is irrelevant to the copy of your ads and the more misleading ads you have, the lower the SEO ranking you will have.


Using Google Ads to build your online brand is one of the best decisions you could make. However, you’ll need to have an effective strategy for you to enjoy any fruits in this department. If you’re just joining the industry, it would be prudent to hire the services of an expert.

Doing so will help you make the right decisions when it comes to keyword selection and planning. You’ll also have a better understanding of other technical features like the synchronization of Ads with your landing page. Follow the tips discussed in the article and you’ll stand a chance of competing with the best in the market regardless of your business size.

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