Google Ads conversion rate

Google Ads conversion rate

As a marketer, one of your tasks is to measure your return on investment and good things; there are tons of metrics to help you track your efforts. For example, when measuring your Google ads campaigns, you want to measure KPIs like the click-through rate, the cost per click, and the conversion rate. Here’s everything you need to know about this KPI: what it is, how to measure it, and ways to improve it. 


  • 4 +

    Templates using this KPI

  • 1 +

    Integrations using this KPI

What is Google Ads conversion rate?

A regular conversion rate is the percentage of visitors to your website that completes the desired goal out of the total number of visitors. With that in mind, the Google ads conversion rate is the number of conversions of your Google Ads but shown as a percentage. 

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How to calculate Google Ads conversion rate?

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period.

Google Ads conversion rate formula


Number of conversion/number of ad interactions: Google Ads conversion rate

What is a good Google Ads conversion rate?

You shouldn’t only rely on Google Ads benchmarks. When asking, “What is a good conversion rate?”, it’s essential to talk about channels and industry benchmarks. You can find higher ctr and conversion rates on the search network than on the display network. Ads on mobile devices can also have different conversion rates than on desktops. With that being said, the average conversion rate (CVR) accord industries for Google Ads is 3.75%.

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What is a bad Google Ads conversion rate?

As we previously mentioned, a bad conversion rate depends on your industry. What’s important is to measure it weekly or monthly and take action if a drop is noticed. You want to stay at your industry average or higher. 


You want to achieve a high conversion rate, which results in better sales, sign-ups, or desired action. You can try different strategies to help your conversion rate, like remarketing, optimizing text ads or CTAs, and much more.

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Google Ads Conversion rate KPI examples & templates

Your Google Ads conversion rate can be added to multiple different types of reports.

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PPC report template PPC report template

Check your metrics from all your marketing channels and social media platforms, from Instagram ads, Facebook advertising, Google search ads, influencer marketing, or Linkedin ads. Track all your PPC campaign metrics; ad impressions, CPC, CPA, average CTR, the average cost per click, mobile app advertising metrics, and more. 

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Digital marketing report template Digital marketing report template

This report gives you a good view of all your online marketing strategy metrics, from SEO to social media and PPC. Plug your conversion goals (and your data from Google Ads, social media, and Google Analytics), and track a specific conversion rate, webpage new customers, conversion tracking, and way more.

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Ecommerce report template Ecommerce report template

To reach a larger audience and achieve higher sales, you should consider doing Google ads for your e-commerce store. This report combines all the most critical metrics for your eCommerce site, like shopping cart abandonment, click-through rate (CTR), ad conversion rate, and total sales. 

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Google Ads conversion rate best practices

No matter your industry, if you want to achieve a higher Google Ads conversion rate, here are three useful tips. 

Ad Impressions best practices

step 1 icon Adjust your bidding strategy

There are many bidding strategies, and they can have an impact on your impressions and conversion rate. You might want to test different strategies, use different keywords and look at the SERP (search engine result page) to spy on ads from competitors. 

step 2 icon Improve your keyword match

Search terms are at the heart of a high-quality score and a substantial search volume where your ad can appear on the user page. For the best user experience, Google knows to show ads with relevant keywords and negative keywords with optimal placements in the ad copy and ad groups. So review your keyword strategy to get better viewership on the Google display network.

step 3 icon Optimize copy on your landing pages

Once a potential customer clicks on your ad, you want them to act, whether to purchase, add to a cart, or sign up for a trial. To help them go through, you want to optimize the user experience of the landing page. You want to add clear CTAs, carefully choose keywords for copy, and focus on your selling points. You also want to grab the attention quickly since your attention span is getting shorter. 

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