Source: https://oguzerol.com/en/conversion-optimization/

Google Ads

# Conversion Optimisation | Turning Clicks Into Customers

[Oğuz Erol](https://oguzerol.com/en/about-me/)  |  5 min read

Conversion optimisation is the work of getting more of the visitors who already reach your site to phone, fill in a form or buy. More traffic through ads always costs budget; getting more result from the same traffic is usually cheaper. The order matters, though: **first show that the measurement is right, then whether the problem is in the campaign or on the page**, and only then change anything.

## How is conversion rate calculated?

The general formula is conversions ÷ visits (or interactions) × 100. In Google Ads the denominator is ad interactions (clicks, for search ads). In the example on [Google’s help page](https://support.google.com/google-ads/answer/2684489?hl=en), 50 conversions from 1,000 interactions is a 5% rate. The same page notes that if you track several conversion types, one click can count more than one conversion, so the rate can exceed 100%. GA4 counts visits by session or user, which is why the rates in the two tools often differ. Use the same denominator when you compare.

## 1. Is the measurement right?

Optimising on wrong data is wasted work. Before you start, trigger a form submission and a phone tap yourself and check that they show up in the report. If the same job is counted twice (both the form and the thank-you page), the rate is inflated. For the setup details see [conversion tracking setup](https://oguzerol.com/en/ad-conversion-setup/) and [what is conversion tracking](https://oguzerol.com/en/what-is-conversion-tracking/).

## 2. Is the problem the campaign or the page?

If ads get clicks but conversions do not follow, there are two possibilities: you are bringing the wrong person, or you are bringing the right person and losing them on the page. The distinction is made by looking at search terms. If the incoming searches relate to what you offer, the problem is on the page. If they are irrelevant, the problem is targeting and the [negative keyword](https://oguzerol.com/en/negative-keyword-management/) side has to be fixed first. Mixing the two and changing the page means testing with the wrong traffic.

## 3. What I find most often on landing pages

[Google’s landing page experience guidance](https://support.google.com/google-ads/answer/6167130?hl=en) (as of October 2026) comes down to: give visitors what they searched for, make the page a continuation of the ad’s offer, keep navigation easy, work well on mobile and load fast. In my experience the order of problems is:

- **The ad’s promise does not match the page.** The visitor clicks for a specific service, lands on a generic homepage and has to navigate to find it; most do not. The fix: a separate page for each service group, about that service.
- **It is not clear what to do.** If a page carries several calls to action of equal weight, visitors leave instead of choosing. One page, one main action.
- **Slow on mobile.** For a good experience Google targets the largest content loading within 2.5 seconds, response to interaction under 200 ms and layout shift under 0.1 ([Core Web Vitals, October 2026](https://developers.google.com/search/docs/appearance/core-web-vitals)). For a slow site, [WordPress speed optimisation](https://oguzerol.com/en/wordpress-speed-optimization/) becomes conversion work.

## 4. Form and contact friction

Forms are where conversion most often stalls. For each field ask “is this needed for the sale?”; asking it shortens most forms. If your customers prefer the phone, the number must be tappable on mobile and visible on the first screen. In sectors that use WhatsApp, measuring that channel as its own conversion improves both the result and the quality of the measurement.

## 5. When you test

Change one thing at a time. If you change the headline, form and image in the same week, you cannot tell which produced the result. Measure micro steps too: people who start a form without finishing, or open the page and never scroll, show where you lose them. A/B testing does not make sense on every site: on a low-traffic site it takes weeks to collect enough data to tell the result from chance; there, fixing the obvious problems first (a broken form, a slow page, a mismatched headline) gives faster results.

## When it doesn’t work

If the traffic itself is wrong (irrelevant searches, wrong location), fixing the page will not help; targeting comes first. On a site with very few visitors, comparing rates cannot be told apart from chance; set up measurement and grow traffic first. And if the product or price finds no buyers, no page fix will cover that.

**How do we start?** First I use measurement to show where traffic comes from and where it disappears. Then I send the few highest-impact fixes in priority order in writing. You can reach me from the [contact page](https://oguzerol.com/en/contact/). I explain how I work, and what I don’t do, on the [Google Ads expert](https://oguzerol.com/en/google-ads-expert/) page.

## Frequently Asked Questions

### What is a good conversion rate?

It varies enormously by sector, price range, traffic source and how you define a conversion; comparing to someone else’s rate is misleading. The meaningful comparison is against your own history: the same campaign type, the same conversion definition, month by month.

### How much traffic does an A/B test need?

Enough to say the result was not chance. On low-traffic sites a test takes weeks; there, fix the obvious problems before testing.

### Will conversion optimisation reduce my ad budget?

Not directly, but you get more from the same budget. When conversion rate rises, cost per conversion falls, which lets you target more broadly at the same goal.

[Back to top ↑](https://oguzerol.com/en/conversion-optimization/#icerik)

## You may also find these useful

[Conversion Rate Optimization | Same Traffic, More SalesIf visitors to your site leave without buying, the problem isn't traffic — it's the page. Data-driven diagnosis, improvements proven through A/B testing.](https://oguzerol.com/en/conversion-rate-optimization/)[CPA Optimization | Lowering Cost Per ConversionGoogle Ads CPA optimization: target cost-per-conversion strategy, funnel analysis, and conversion-rate improvement to sustainably lower CPA.](https://oguzerol.com/en/cpa-optimization/)[Landing Page Optimisation | Do Not Waste the ClickAd budget pays off on the landing page. Message match, speed, forms, trust and mobile experience — the fixes that move conversion rate the most.](https://oguzerol.com/en/landing-page-optimization/)

[Browse all articles →](https://oguzerol.com/en/articles/)

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