Wrong Search Intent
This is why search intent is such an important part of Google Ads and is one of the most important reasons why your Google ads aren’t converting.
Not Utilizing Google Ad Extensions
However, do go into creating new ads assuming that just adding various extensions are going to dramatically boost your sales. The extensions have to applicable and strategic to your campaign goals. For example, if you’re looking to showcase your services, you shouldn’t be using a sitelink extension to direct someone to your contact page. If someone is looking for a specific service offering, take them immediately to the service page. When using ad extensions, remember to be strategic.
Your Ads Don't Match Your Landing Page
The most common mistake you can make is directing someone who clicks on your ad to your homepage. Directing them to your checkout or pricing page won’t work either. Nice try, though. You need to have landing pages that are dedicated to each specific keyword. Wait, there’s a reason for it. According to MOZ, matching your ad message to your landing page can lift your conversion rates by 212.74%. However, perfectly matching your ad to your landing page isn’t as important as creating an awesome landing page experience. You need to keep in mind user intent, proper keywords and expectation. If you keep these elements in mind, you will be providing your audience with a better landing page experience. Remember, landing pages are key to increased conversions, so put in the time to make sure they’re optimized.