Improve Your Google Ads Campaign Performance

Struggling to figure out why your Google Ads campaign isn’t performing the way you want it to be? As digital marketers, we know that Pay-Per-Click (PPC) advertising is not without challenges.

Google Ads is a powerful tool where people do 16.4 billion searches on Google per day. You have a greater chance of being noticed and attracting potential customers for your brand. To optimize and elevate your Google Ads campaign performance, we’ve identified some key factors that affect your Google Ads campaign.

What are the Key Factors Affecting Your Google Ads Campaign Performance?

Here are some key factors that affect your Google Ads campaign performance.

• Landing Page
• Price Tag
• Competitor Activity
• Seasonal Adjustments
• Customer Behavior
• Keyword Optimization
• Keyword Match Type

1) Landing Page Affects Your Google Ads Campaign

Once your customer clicks your ad, their experience on your landing page plays a vital role in advertising. Even if your ads are perfectly optimized, a poor website experience can ruin everything – high bounce rates, low conversions, and wasted ad spend.

Customers need a landing page that doesn’t just say hello but says, “Wait! You’re in the right place. Here’s exactly what you’ve been looking for!”. Your website needs to attract, captivate, and convert your customers to stand out amidst the competitors.

Your landing page needs:

Pleasant Design: Your site needs to look good and modern with a background (white). And content shouldn’t be elaborate, make it simple.

Clear call to action: The site needs CTA buttons, short-filling forms, and a contact page to convert visitors into customers.

Mobile-friendly design: Over half of your traffic comes through phones, and mobile phones have a high conversion rate. So, your website needs to be easy to read, scroll, or click.

Include Ad content: The Particular ad content needs to be relevant. If your customer clicks on “15% off on course”, don’t show them the full price – adjust it to your offer.

Page Speed: Customers won’t wait for your page to load. Slow page load causes a bad experience. Make sure your page loads in 3 seconds, an extra 3 seconds can increase the bounce rate.

Pop-Ups: Don’t include too many pop-up bars on the website. Keep the visitor focused on the action you want them to take.

2) Price Tag Sinks Your Google Ads Campaign

Today’s shoppers are price-sensitive. Even a small difference in pricing can make or break a sale. Before thinking about running a Shopping ad, know about the 4 P’s of marketing – Product, Place, Promotion, and Price.

A product priced just a few rupees higher than your competitors might get ignored completely – even if it’s better. Google also prioritizes low-price products.

If your product is priced lower than others selling the same thing, Google is more likely to show your ad more often. If you have no idea about marketing your product or service with a competitive price – choose Google Ads’ Price Benchmarks feature.

With this insight, you can:

• Adjust prices to stay competitive
• Identify areas where performance declines due to price discrepancies.
• Align your bidding strategy with actual market behavior

So next time your product performance drops, don’t just tweak the bid, check the price tag first.

3) Look into Your Competitor Activity for Google Ads Campaign Dominance

Then don’t just focus on your campaign, watch what your competitors are doing. Knowing who you’re competing with can help you dominate the ad space.

Think about it: if your competitor is bidding on the same keywords, offering a better offer, or running catchy ad copy – your ad performance can outperform, no matter how optimized your Google Ads campaign is. That’s why competitive analysis is essential.

Here’s what you can do to:

Use Auction Insights: To see which competitors are showing up and how often they outrank you.

Look at their ad copy: See what they offer and what call-to-action button they’re using.

Check competitor landing pages: Is their UX smoother? Are they offering discounts, free shipping, or trust badges you're missing?

If a competitor is constantly outranking you, don’t immediately raise or lower your bids. Instead, analyze their value proposition and improve your ad.

4) Check Seasonal Adjustments for Google Ads Campaign

Customer behavior shifts with the calendar, and your ad strategy also needs to shift.

Start by analyzing historical data. This helps you spot important sales periods. For example, January is a month for gym wear and health products – because everyone in the new year makes a resolution. If you’re not targeting those keywords or updating your ad copy accordingly, you're missing out.

Here’s how you can adapt your Google Ads campaign:

• Review past performance data to identify your seasons
• Adjust keywords and ad copy to match seasonal intent
• Increase the budget during high-demand periods to maximize visibility
• Use time-limited offers to create urgency

5) Customer Behavior Impact Your Google Ads Campaign

Customer behavior is always evolving. The way people search, shop, and interact with businesses online is constantly shifting. If your Google Ads campaign doesn’t evolve with it, your results will suffer.

Today’s customers expect personalized, relevant, and timely ads. Generic messaging doesn’t cut it anymore. Ads that speak directly to a customer’s needs, interests, or problems build trust and increase purchase intent.

For instance, one who recently searched for “best baby strollers under ₹10,000” doesn’t want to see ads for general baby products. They want strollers with reviews, budget filters, or comparison guides. If your ad shows up with exactly what they’re looking for, they make a purchase click.

6) Keyword Optimization

Keyword optimization is the backbone of your Google Ads campaign. Yet many marketers fall into the trap of getting emotionally attached to certain keywords just because they once performed well. But what works today might not work tomorrow.

Let’s say you run an e-commerce store selling beauty products. For the first week, the keyword “XYZ hair care” brings traffic. But the following week, a few influencers post viral videos criticizing that same product – now, searches for “XYZ hair care” are filled with negative reviews. Your ad performance drops, and your budget goes to waste unless you respond quickly.

That’s why ongoing keyword optimization is crucial. Monitor the search terms to add negative keywords regularly to combat irrelevant search terms.

7) Match Type Can Impact Your Google Ads Campaign

Your keyword match type in Google Ads campaign determines who sees your ad and whether that click is worth the money. Think of it like a dial you can turn to target broadly or very specifically. If you get it wrong, you could waste your budget on low-quality traffic. But get it right, and you’ll reach the exact people who are ready to convert.

Here are the three match types and how they work:

Broad Match: This shows your ad to the widest audience, but brings irrelevant traffic. For example, you bid on “leather wallet”, and your ad shows up for searches like “leather bag”, “vegan wallet”, or even “wallet reviews”.

Phrase Match: Your ad shows only when the search includes your keyword phrase in the same order. For example, you bid on “leather wallet”, and your ad shows for searches like “best leather wallet for men” or “buy leather wallet online”.

Exact Match: Your ad shows only when someone searches for the exact term or close variants. For example, you bid on “leather wallet”, and your ad shows for “leather wallet” or “leather wallets”.

Choosing the right match type turns right clicks into conversions.

Your Google Ads Campaign Performance May Drift, But Don’t Get Scared Anymore!

When realizing the Google Ads campaign isn’t performing, it can be frustrating, confusing, and cause any advertiser to panic.

But don’t worry anymore, there is a reason for your campaign’s underperformance, and fixing it is probably simpler than we think. Take a look above at these key factors before building and maintaining a successful Google Ads campaign.

If your campaign performance isn’t good after optimizing all these, you need help from experts. So, contact NB Marketing Solutions to help you out.

Don’t get scared anymore when we’re here to help you!