Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your Google Ads campaign. Sounds like a frustrating situation, but it's defintely a problem that can be solved.
We'll need to look at the Search Terms report...
First thing I'd say is dive deep into your Search Terms report. You'll find this in your Google Ads account. The Search Terms report shows you the *actual* search queries that triggered your ads. This is like gold dust for diagnosing low CTR. What you're looking for is a mismatch between what people are searching for and what your ads are showing. It's quite common to find that your keywords are triggering searches you didn't anticipate, and that are entirely irrelevant to your product.
For example, I remember working with a software client who were selling a specific software. They were targeting broad keywords related to the software category and were getting a lot of impressions, but barely any clicks. Looking at the Search Terms report, we found searches for competitor products, free alternatives, and completely unrelated software categories. By adding negative keywords, we improved their CTR and focused their budget on the right audience.
The search terms report is a live document and will be continually updated so you will need to maintain this by updating negative keywords in the future. It's a process of constant refinement.
I'd say you tighten up your keywords...
Following on from that, take a long hard look at your keywords. You mention you've tightened them up, but are you being specific enough? Think about the exact phrases someone would use if they were actively looking for your gadget. Avoid generic terms. Focus on long-tail keywords – longer, more specific phrases that indicate a higher level of intent. If your product solves a "common annoyance", target keywords that directly reflect that annoyance.
Consider also the match types you are using. Broad match can be a real budget burner if you're not careful, as it gives Google a lot of leeway to show your ads for loosely related searches. Phrase match and exact match offer much more control, but can also limit your reach. A combination of match types is usually best, but make sure you're closely monitoring performance and adjusting bids accordingly. Make sure you check these settings thoroughly, I've found minor misspelt terms can be a big problem in campaigns before.
You probably should revamp your Ad Copy...
Your ad copy is the next thing to tackle. If you're getting impressions but no clicks, it's a sign that your ads aren't resonating with the audience. They need to grab attention instantly and clearly communicate the value proposition of your product. Focus on the "annoyance" your gadget solves. Use strong, benefit-driven language. Highlight what makes your product unique and why someone should click on your ad instead of a competitor's.
A/B test different headlines and descriptions to see what performs best. Google Ads allows you to run multiple ad variations within the same ad group, so take advantage of this. Try different angles, different calls to action, different levels of urgency. Constantly be testing and refining your messaging.
Also, make sure your ads are highly relevant to the keywords you're targeting. If someone searches for "gadget to fix X", your ad should explicitly mention "gadget to fix X" in the headline. This is what’s called "keyword insertion" and it’s a powerful way to improve relevance and CTR.
You'll need to consider your Landing Page...
Although you are reporting high impressions and low clicks, not click throughs but conversions, I think it would be useful to look at your landing page. It's the natural next step. Ask yourself: Is it easy to navigate? Does it clearly showcase the benefits of your product? Is there a clear call to action? Is it trustworthy?
A poor landing page can undo all your hard work on the ad side. Make sure it loads quickly, is mobile-friendly, and provides a seamless user experience. Include high-quality product images, detailed descriptions, customer reviews, and a secure checkout process. Anything that erodes customer confidence will reduce conversion rates.
In my experience, it's often the combination of a poor landing page and irrelevant keywords that kills a campaign. Fixing one without the other won't solve the problem.
This is the main advice I have for you:
| Action | Description | Why |
|---|---|---|
| Search Terms Report Audit | Analyze the Search Terms report for irrelevant queries. | Identify and exclude irrelevant searches triggering your ads, saving budget. |
| Keyword Refinement | Focus on long-tail keywords and precise match types. | Target users with higher intent, improving ad relevance. |
| Ad Copy Optimization | Create ad copy that speaks directly to the "annoyance" your product solves. | Grab attention and clearly communicate the product's value proposition. |
| Landing Page Assessment | landing page is optimized to provide high quality and trust | Erode any customer confidence and improve conversion rates |
I hope these initial thoughts are helpful, even if a little brutally honest, I think these are the core things you need to consider.
Sometimes, getting an outside perspective can make all the difference. We offer a free initial consultation where we review your strategy and account together, which clients find super helpful. It gives them a taste of the expertise they'll see going into their project if they decide to work with us. I remember one Google Ads campaign we ran for a software client where we generated 3,543 users at £0.96 cost per user.
Regards,
Team @ Lukas Holschuh
