Do you currently run or have you ever run Google Ads and been disappointed with the results? Are Facebook ads just a dark-art that never delivered on the return they promised? Have you spent money on them and it felt like you were giving Mark Zuckerburg monthly bank transfers for no return?

If so, then read our comprehensive guide on how to make your Facebook or Google ads deliver a return. Find out about common mistakes businesses make and how to avoid them. Maybe you might recognise a few.

Understand your target audience

Understanding your target audience is crucial when running advertising campaigns on platforms like Google Ads and Facebook Ads. By having a clear vision of who you are targeting, you can create focused ads that engage with potential customers and increase the likelihood of them clicking through to your landing page.

Your ads are targeting the wrong audience

One important aspect of understanding your target audience is creating buyer personas. These personas represent your ideal customers, and they encompass various demographic and psychographic characteristics. By knowing who your ideal customer is, you can tailor your ads to speak directly to their needs, pain points, and desires.

Taking the time to understand your target audience allows you to refine your messaging, visuals, and call-to-action to resonate better with the people you are trying to reach. This means you can create ads that are more relevant and compelling, increasing the chances of attracting potential customers to your website or landing page.

Ultimately, understanding your target market enables you to create a more effective advertising campaign. Instead of casting a wide net and hoping for the best, you can craft ads that are specifically designed to resonate with your target market and encourage them to take the desired action. By doing so, you can improve your conversion rates and maximize the return on your advertising investment.

You are using the wrong message

One of the common reasons why your Google Ads and Facebook Ads don’t convert is that you’re targeting the wrong audience with the wrong message. It’s essential to ensure that your ads are highly relevant to the audience you are targeting in order to grab their attention and prompt them to take the desired action.

Facebook Ads, in particular, provide a variety of targeting options such as location, age, interests, and behaviours. By utilising these options effectively, you can ensure that your ads are shown to the right people who are most likely to be interested in your products or services.

The Sales & Marketing Funnel graphic showing the 5 stages: attract, engage, nurture, convert and advocacy

Additionally, it’s important to consider the different stages of the customer journey and tailor your message accordingly. Using a funnel marketing approach, you can segment your audience based on their stage in the customer journey, whether they are in the awareness, consideration, or decision stage.

Facebook’s Campaign Objectives align with this funnel marketing approach and offer different categories such as “Awareness,” “Consideration,” and “Conversion.” By selecting the appropriate objective, you can have your ads deliver the right message at each stage of the customer journey, thereby increasing your chances of conversion.

In conclusion, targeting the right audience with the right message is crucial for the success of your Google Ads and Facebook Ads. By utilizing the available targeting options and aligning your messages with the different stages of the customer journey, you can significantly improve your conversion rates and achieve a better return on your marketing investment.


Understand your visitor journey

To improve conversion rates it’s crucial to understand your visitor journey. By comprehending the different stages of the customer journey and aligning your advertising efforts accordingly, you can increase your chances of converting potential customers into paying ones.

The customer journey consists of various stages, starting from initial awareness and ending with the final conversion. At the awareness stage, your advertising should focus on capturing the attention of your target audience and introducing them to your brand. As customers move through the ‘engage’ and ‘nurture’ stages, your ads should provide more detailed information about your products or services to build interest.

Once consumers reach the ‘convert’ stage, encourage them to take action by including compelling calls to action in your ads. It’s essential to track and analyse visitor behaviour throughout this process. By using tools like Google Analytics, you can identify any obstacles or drop-off points in the journey, allowing you to optimise your ads or website accordingly.

Understanding your visitor journey is key to improving conversion rates. By tailoring your advertising efforts to each stage of the customer journey and tracking and analysing visitor behaviour, you can increase the chances of converting potential customers into actual ones.


Set SMART goals for your ads

To ensure strategic and measurable success with your Google Ads and Facebook Ads campaigns, it’s important to set SMART goals. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound, and applying this framework can help align your campaign objectives with your business goals.

First, setting specific goals means defining clear and focused objectives. For example, instead of aiming to “increase sales,” you can set a specific goal of increasing sales by a certain percentage within a specific timeframe.

Second, measurable goals allow you to track and evaluate your progress. By setting specific metrics, such as tracking the number of leads generated or the conversion rate, you can accurately measure the effectiveness of your ads.

Third, achievable goals ensure that your objectives are realistic and attainable. Consider your target audience, budget, and resources to set goals that are within reach.

Fourth, relevant goals are aligned with your overall business objectives. Make sure your ad campaigns are directly contributing to key business outcomes, such as increasing brand awareness or driving online sales.

Lastly, time-bound goals provide a sense of urgency and help you stay focused. Set clear deadlines to keep your campaign on track and ensure timely results.

By setting SMART goals for your Google Ads and Facebook Ads campaigns, you can improve the effectiveness of your advertising efforts and increase the chances of achieving your desired outcomes.


Your landing page isn’t optimised for conversions

While it may be common to blame Google Ads or Facebook Ads for lack of conversions, the issue may not lie with your ads themselves, but rather with your landing page. Your ads may be generating traffic, but if your landing page is not optimised for conversions, you are likely missing out on potential customers. It’s important to ensure that your landing page includes all the necessary information to help potential customers make informed choices and take the desired action.

Include a compelling relevant offer

A compelling relevant offer is a key element in increasing conversion rates for your Google Ads and Facebook Ads campaigns. It is important to create an offer that excites potential customers and addresses their needs, wants, and desires.

To begin, analyse your target audience and understand what they are looking for. Tailor your offer to their specific pain points and provide a solution that is both valuable and relevant. For example, if you are targeting budget-conscious shoppers, consider offering a discount or a special limited-time offer.

Another effective approach is to provide free trials or samples of your product or service. This allows potential customers to experience the value you offer before making a purchasing decision. By showcasing the benefits of your offering, you can create trust and increase the likelihood of conversion.

Exclusive bonuses or additional incentives are also powerful drivers for conversion. Consider offering a bonus product or service that complements your main offering or provides additional value. This can create a sense of urgency and exclusivity, encouraging potential customers to take immediate action.

A compelling relevant offer is essential to increase conversion rates. By understanding your target audience and aligning your offer with their needs, wants, and desires, you can create an irresistible proposition. Whether it’s offering discounts, free trials, or exclusive bonuses, make sure your offer is compelling and communicates the unique value you provide.

6 landing pages each showing a CTA above the fold
Landing Page examples with CTAs above the fold

Engaging content

Engaging content is a critical component when it comes to attracting and maintaining the interest of visitors on your landing page. It plays a vital role in captivating their attention and compelling them to take action.

Starting with a  clear and concise headline is essential. The headline should be compelling and effectively communicate the primary benefit or solution offered by your product or service. Follow this with the features and benefits of what you are offering. Clearly explain how your product or service addresses a problem or fulfils a need for your target audience, emphasizing its unique qualities.

In addition to that, the use of persuasive copy is vital. Employ language that convinces your visitors of the value and effectiveness of what you are offering. Make it evident why they should choose your product or service over those of your competitors.

The visual appeal of your landing page also matters. Incorporate visually appealing elements, such as high-quality images, videos, or infographics that complement and enhance your content. Visuals have the power to convey information effectively and engage your audience on a deeper level.

Lastly, create user-focused content that resonates with your target audience’s needs and preferences. Understand their pain points and desires to tailor your content accordingly, making it relatable and meaningful to them personally.

Include testimonials and social proof

When it comes to increasing conversion rates on your landing pages, one must-include strategy is to include testimonials and social proof. Testimonials are powerful tools because they provide real-life experiences and feedback from your satisfied customers.

Testimonials and social proof provide evidence that your product or service delivers on its promises, showing potential customers that others have had positive experiences. This trust factor is crucial in persuading visitors to take the desired action, leading to increased conversion rates and ultimately more sales or leads.

Bright, colourful, eye-catching client testimonials on

To effectively leverage testimonials and social proof, several strategies can be employed. One approach is to use customer quotes that highlight specific benefits or outcomes experienced by satisfied customers. By showcasing these success stories, potential customers can envision themselves achieving similar results, making your offering more appealing.

Another effective method is to display social media mentions on your landing pages. Positive mentions on social platforms can further validate your brand’s reputation and demonstrate that your product or service is highly regarded by others.

Additionally, showcasing relevant metrics can enhance your credibility. If you have impressive numbers related to your product or service, such as serving a large number of customers or achieving significant results, make sure to highlight these achievements. Concrete data can reinforce the value of your offering and instil confidence in potential customers.

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Strong CTA’s

A strong CTA plays a vital role in improving conversion rates. It provides visitors with clear instructions on what action to take next, encouraging immediate engagement. A compelling CTA can create a sense of urgency or excitement, compelling potential customers to take the desired action on your landing page.

To optimize your CTA, make sure it is clear and easy to understand. Use actionable language that clearly communicates the benefits or value of your offering. Consider using phrases like “Shop now,” “Sign up today,” or “Get started now” to prompt immediate action from your visitors.

Remember, a strong CTA can make all the difference in motivating potential customers to convert. It’s worth investing time and effort into crafting a clear and compelling CTA that pushes visitors towards taking the desired action.

Also, make sure your CTA stands out on the page. So visitors know where to click to take the next steps. This can be done through size, colour and location. You may have brand colours and your CTA may fit in with your brand colours, but if it blends in too well, it may be missed by potential clients and your conversion rate falls.

Responsive design

Responsive design plays a crucial role in improving conversions on landing pages. With the increasing use of mobile devices, it’s essential to ensure that your landing pages are optimised for different screen sizes and devices.

A responsive design ensures a seamless user experience regardless of the device a visitor is using. By automatically adjusting the layout and content to fit the screen, it eliminates the need for users to zoom in or scroll horizontally, making it easier for them to navigate and engage with your landing page.

This improved user experience has a direct impact on bounce rates, user engagement, and ultimately, conversion rates. When visitors have a positive experience on your landing page, they are more likely to stay longer, explore your offerings, and take the desired action.

Additionally, responsive design sends a signal to potential customers that your business is modern, professional, and trustworthy. It shows that you care about providing a user-friendly experience and are committed to meeting your audience’s needs.

By implementing responsive design, you can significantly improve your landing page’s ability to convert visitors into leads or customers. Consider investing in a responsive design to maximise the potential of your Google Ads and Facebook Ads campaigns.

No distractions

One key factor in optimising conversions on your landing page is minimising distractions. When visitors are presented with too many options, images, or unrelated content, it can inhibit their ability to focus on the main conversion action or message.

To reduce distractions on your landing page, consider the following elements:

1. Simplify The Design: Keep the layout clean and organized, with a clear hierarchy of information. Avoid cluttering the page with excessive images or unnecessary elements.

2. Concise Messaging: Use clear and concise headlines, subheadings, and bullet points to effectively communicate your value proposition and benefits. Avoid long paragraphs that may overwhelm or confuse visitors.

3. Relevant Visuals: Choose visuals that support your message and align with the purpose of your landing page. Avoid using generic or distracting images that do not contribute to the overall user experience.

4. Strategic Placement: Position your call-to-action (CTA) prominently on the page, making it easily visible and accessible. Place it above the fold to ensure visitors don’t have to scroll to find it.

By reducing distractions on your landing page, you create a more focused and streamlined user experience. This allows visitors to better understand your offer and increases the likelihood of them taking the desired conversion action. Remember, simplicity and clarity are key when it comes to optimizing conversions on your landing page.


Track & analyse results

Tracking and analysing the results of your Google Ads and Facebook Ads campaigns is crucial for understanding their effectiveness and identifying areas for improvement. By implementing tools such as Google Analytics and conversion tracking, you can collect valuable data on metrics like conversion rates, cost per conversion, and bounce rate. This data allows you to measure the performance of your ads, gain insights into the behaviour of your potential customers, and make data-driven marketing decisions to optimize your campaigns. By closely monitoring your campaigns’ performance, you can identify which ads, keywords, or targeting strategies are generating the highest conversions and adjust your marketing strategy accordingly. Additionally, tracking and analysing results can give you a deeper understanding of your target audience, leading to more precise targeting and higher conversion rates. Remember, the data doesn’t lie, and by leveraging it effectively, you can make informed decisions that will ultimately drive better results for your business.

Why are click-through rates important?

Click-through rates (CTR) play a crucial role in the success of advertising campaigns. CTR is the percentage of users who click on an ad after seeing it, and it is a metric used to measure the effectiveness of your ads in driving traffic and engagement.

While CTR is not a direct measure of conversion rates (the percentage of users who take a desired action on your website), it is still an important indicator of ad engagement. A high CTR indicates that your ad is compelling and relevant to your target audience, encouraging them to click through and visit your website or landing page.

Furthermore, click-through rates also impact ad quality scores on platforms like Google Ads and Facebook. Quality Score on Google Ads and Relevance Score on Facebook ads influence how often your ads are shown and how much you pay per click. Higher CTRs typically result in improved ad rankings and lower costs per click, ultimately maximizing the returns on your advertising investment.

Click-through rates are vital for advertising campaigns as they indicate the effectiveness of your ads in driving engagement and can influence ad performance and costs. Monitoring and optimising CTRs can help improve the overall effectiveness of your marketing efforts and increase the chances of converting potential customers.

Why cost per click is important to track

Cost per click (CPC) is an important metric to track in your advertising campaigns, as it directly impacts the effectiveness of your ads and ultimately determines your campaign’s budget and performance.

CPC is calculated by dividing the total cost of your ads by the number of clicks they generate. This metric allows you to assess the financial efficiency of your campaigns and understand the value you’re getting for each click. By tracking CPC, you can identify trends and make data-driven decisions to optimise your ad spend.

Our client Door-Stop’s CPC (Cost Per Click) before and after we started managing their Google Ads

A high CPC indicates that you’re paying more for each click, which can quickly deplete your campaign budget and reduce the number of potential customers you can reach. On the other hand, a low CPC means you’re getting more clicks at a lower cost, allowing for greater budget allocation and potentially reaching a larger audience.

Tracking CPC is crucial for optimising your advertising campaigns. Understanding the cost per click can help you evaluate the effectiveness of your ads, identify areas for improvement, and make strategic changes to increase your return on investment. By regularly monitoring and adjusting your CPC, you can ensure that your advertising budget is used efficiently, reaching the right audience and maximising the chances of converting clicks into valuable leads.

In conclusion, tracking cost per click is essential for evaluating the effectiveness of your advertising campaigns and making informed decisions to optimise your budget and performance.

Why are conversion rates important?

Conversion rates are crucial for any business as they directly impact sales and revenue. They measure the percentage of website visitors who take a desired action, whether it’s making a purchase, filling out a form, or subscribing to a newsletter.

Having a high volume of web traffic is important, but if those visitors aren’t converting into leads or customers, it becomes less valuable. This is why conversion rates are more important than just web traffic numbers.

Firstly, attracting the wrong kind of traffic can result in low conversion rates. If your ads or targeting strategies are not reaching your ideal customers, they may visit your website but not have any interest in what you offer.

Additionally, irrelevant website content can also lead to low conversion rates. If your website does not effectively communicate the value of your products or services to visitors, they are less likely to convert into leads or customers.

By focusing on improving conversion rates, businesses can ensure that their marketing efforts are resulting in tangible results. This involves optimising their landing pages to attract the right audience, deliver relevant messaging, and provide a seamless conversion process. Increasing conversion rates ultimately translates into more sales and revenue for the business.

Xposure, Your local CRO Agency

We work with CEOs, marketing directors and sales directors to build CRO (Conversion Rate Optimisation) marketing campaigns that deliver ROI. Based between Mansfield & Newark in Nottinghamshire our boutique marketing agency services provide hands-on experience and knowledge to businesses throughout the East Midlands.

If you need help with implementing conversion rate optimisation. If you feel your current supplier is not delivering for you or you are ready to proceed to the next level, then please get in touch. We work with businesses on a monthly bases to help them keep in touch with clients and potential customers, identify potential markets, create exciting online marketing campaigns and deliver leads and sales to the bottom line.

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