PPC Conversion Rate Optimisation: Calculate and Improve Yours With This Checklist + 10 Pro Tips

Running PPC ads feels like dancing to victory, but not long until you realise the clicks are not converting to have a good amount of PPC conversion rate. 

This is where many businesses get stuck. You've mastered the art of attraction, but conversion feels like a distant dream. Is there any hope left for your PPC campaigns? 

Yes, there is! We're here to share the secret weapon you've been missing – PPC conversion rate optimisation! We'll present a roadmap to get your campaigns back on track and blowing past your goals, just like the way you want them! 

What’s Inside?

PPC conversion rate optimisation (CRO) is the process of specifically improving the percentage of visitors who take a desired action on your website after clicking on a PPC ad. 

This desired action, PPC conversion, can vary depending on your business campaign goals. It could be a purchase, a lead signup, a download, or something else entirely.

The key idea behind PPC conversion rate optimisation is to ensure a smooth journey from the ad click to the desired conversion. Here's how it works:

PPC Ads Drive Targeted Traffic

You create PPC ads that target users likely to be interested in your product or service.

Landing Page Relevance

When someone clicks your ad, they land on a specific page on your website (the landing page). This landing page should be closely aligned with the message in your ad and cater to the user's intent behind the search.

Conversion Optimisation

The landing page is optimised to encourage visitors to act. This might involve clear calls to action, a user-friendly design, and addressing potential pain points.

By optimising these different parts of the PPC funnel, you can significantly increase the number of visitors who convert after clicking on your ad. 

PPC Conversion Rate Optimisation Benefits

According to statistics, even the best PPC agency can achieve PPC conversion rates as high as 11.45%. But you don’t need astronomical figures like that for your campaign. PPC conversion rate optimisation helps your business in many ways, and here are some of its benefits.

Increased ROI

More conversions from the same ad spend means you're getting a better return on your investment.

Reduced Acquisition Costs

By improving conversion rates, you can potentially lower the cost per acquisition (CPA) of new customers.

Enhanced User Experience

A well-optimised PPC conversion rate optimisation campaign provides a more relevant and positive experience for users, which can lead to brand loyalty.

Much like your other digital marketing strategies, PPC conversion rate optimisation is an ongoing process that needs continuous testing and refinement. By tracking your results and making data-driven decisions, you can ensure your PPC campaigns are performing at their peak and generating the best possible results for your business.

Ideal PPC Conversion Rates Across Industries

There isn't a one-size-fits-all answer to ideal PPC conversion rates. The ideal rate depends on several factors, including: 

Your Industry

Conversion rates can vary greatly depending on your industry. For instance, competitive industries like legal services might see lower conversion rates (around 2-5%) than high-consideration purchases like travel (which could be upwards of 10%).

Campaign Goals

Are you aiming for a sale, a lead sign up, or a download? Conversion rates will naturally differ depending on the desired user action.

Ad Platform

Conversion rates tend to be higher on search networks (like Google Ads) compared to display networks.

That being said, the average conversion rate across all industries for search ads is around 2.35%. Your campaign should aim to be at par with these figures to maintain PPC campaign success. 

If you’re curious about your industry’s PPC conversion rate optimisation benchmarks, refer to this infographic for a better outlook and understanding. 

Ideal PPC Conversion Rates Across Industries

How To Compute Your PPC Conversion Rate?

A PPC conversion rate calculator is basically the percentage of ad clicks that resulted in desired actions taken (ex. subscriptions, purchases, signups, etc.). To accurately compute your campaign's PPC conversion rate, keep this formula in mind.

(Conversions/total ad interactions) x 100 = PPC conversion rate of your campaign

Breakdown of Terms


This refers to the number of times users who clicked on your ad completed your desired action. This could be a purchase, a lead signup, a download, or anything else you define as a conversion for your campaign.

Total Ad Interactions

This represents the total number of times users interacted with your ad. The most common interaction is a click, but depending on your campaign goals, it could also include impressions (ad views) or video ad engagements.

Let's say your ad received 100 clicks and resulted in 5 purchases. Your PPC campaign’s conversion rate would be:

(5 conversions / 100 clicks) x 100 = 5%

So, what’s the best rate for your campaign? Regardless of your industry, a good target PPC conversion rate to aim for is between 2.5% to 5%.

10 Tips To Boost Your PPC Conversion Rate

10 Tips To Boost Your PPC Conversion Rate

Hitting the jackpot isn't the goal when trying to increase PPC conversion rate. But optimisation tips we have, achieving your campaign goals becomes closer than ever. Follow these foolproof, expert-proven tips to get your PPC campaigns up and running. 

Focusing on Target Keywords

Focus on high-intent keywords. These are keywords where users are more likely to be ready to buy, rather than just browsing. Use tools like Google Keyword Planner to find relevant keywords with high commercial intent.

Compelling Ad Copy

Craft compelling ad copy that speaks directly to your target audience's needs and desires. To do so, highlight the benefits of your product or service, and include a strong call to action (CTA) that tells users what to do next.

Attractive Landing Page

Don't let your clicks die down on a poorly designed landing page. Make sure your PPC campaign’s landing page is relevant to your ad copy, is mobile-friendly, and has a clear CTA that aligns with your campaign goals.

Exact Match Keywords

Use a mix of broad, phrase, and exact-match keywords in your campaigns. This way, you can capture a wider audience while also targeting users with high purchase intent.

Using Negative Keywords

Negative keywords are your PPC campaign friends! Use them to prevent your ads from showing for irrelevant searches that won't convert. This saves you money and keeps your ads focused on qualified leads.

A/B Testing

Don't settle for assumptions, test different elements of your campaigns!  Test your ad copy, headlines, landing pages, CTAs, and keywords to see what resonates best with your audience.

Mobile Optimisation

Make sure your Google Ads and PPC campaigns are optimised for mobile devices.  Most web traffic comes from smartphones, so a mobile-friendly experience is crucial for conversions.

Leveraging Ad Extension

Utilise ad extensions like sitelink extensions, call extensions, and location extensions. These extensions provide users with more information about your business and can increase the chances of a conversion.

Remarketing Reengagement

Don't abandon users who visit your website but don't convert right away. Remarketing campaigns to keep your brand top-of-mind and entice them to come back and complete a purchase.

Data Driven Decisions

Track your PPC performance metrics closely. Use conversion tracking tools to see what's working and what's not. Analyse your data and use it to make informed decisions to power up your campaigns for better conversions.

PPC Made Easy With Us! 

And there you have it! This comprehensive checklist equips you with the tools and tactics to tackle your PPC conversion rate and send your campaigns to success.  

But hey, if you'd rather have a team of PPC ninjas take the reins and optimise your campaigns for maximum conversion power, that's where we come in! We'll audit your campaigns, craft killer ad copy, and ensure your landing pages are conversion champions. 

So, if you're ready to see your PPC campaigns reach their full potential, Contact us here now, and let's boost your PPC conversion rate.

We harness the power of technology to reimagine interactions between businesses and consumers. Pixel-perfect, cutting-edge websites, apps, software and campaigns that make an impact.








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