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Do you want to optimize your website for Google Ads? This article is for you!
The Google Ads is one of the most powerful tools for attracting qualified traffic and increasing conversions. But for campaigns to truly work, you need to go beyond clicks: your website needs to be ready to convert visitors into leads or customers. The good news? You don't need major changes, but rather strategic adjustments—and that's what we'll show you here.
First of all, it's worth emphasizing: there's no point in investing heavily in advertising if your website isn't aligned with your campaign objectives. A slow, poorly structured, or generic page compromises your overall results. Let's explore how to turn your website into a conversion machine.
Why optimize your website for Google Ads?
Invest in Google Ads Without optimizing your website, it's like putting gas in a car with a broken engine. Traffic comes in, but results don't appear.
“Optimizing your website for Google Ads means aligning the user experience with the ad promise, ensuring greater relevance, lower cost per click (CPC), and more conversions.”
Additionally, Google itself evaluates page experience to determine the ad's Quality Score. The higher the score, the lower the cost and the better the position.
Create a truly relevant landing page
This point remains relevant — but it’s worth exploring further.
By 2025, conversion-centric design and the use of artificial intelligence to personalize content gained traction. Platforms like Google Optimize, though discontinued, paved the way for solutions that automatically test landing page versions based on behavior.
To create one, start by identifying your campaign objective and the keywords that are important to your business. Make sure your ad message matches the landing page and provides clear, useful information to the user.
Additionally, the landing page should have an attractive design and be easy to navigate. Use images that are relevant to the topic and of high quality, avoiding elements that could distract the user from the campaign objective. Make sure the page loads quickly to prevent the user from giving up before even viewing the content.
Finally, include a call to action (call to action, or CTA) clear and objective, encouraging the user to perform the desired action, such as filling out a form or making a purchase. Constantly test the elements of the page, to identify the most effective version and ensure the success of your Google Ads campaign.
Practical tip: use a tool like VWO or Google Analytics 4 with Custom Events to monitor page interactions and identify drop-off points.
“An effective landing page has congruence between the ad and the content, a focus on a single objective, and a clear and prominent CTA.”
Use keywords strategically
Using relevant keywords is crucial for optimizing your website for Google Ads. Identify keywords relevant to your business and incorporate them into your landing page title, description, and content, ensuring they're used naturally and coherently. Additionally, make sure your keywords are relevant to the ad you're displaying and the offer you're promoting. But the bottom line is: they should reflect the user's true search intent.
So in Google Ads campaigns, this means understanding the purchasing journey.
Practical example:
- Those searching for “marketing consultancy” are at the top of the funnel.
- Anyone searching for “digital marketing consultancy for small businesses in SP” is ready to convert.
Additionally, use negative keywords to filter out unqualified clicks and target page content based on each campaign's audience.
To do this, use tools like Google Keyword Planner to help you research keywords relevant to your business.
Finally, regularly test the keywords used on your website and in your campaign, checking their performance and conversion, and adjusting optimization as needed. By strategically using keywords on your website, you can increase the effectiveness of your Google Ads campaign.
Test everything: from copy to CTA button
Constantly testing page elements is essential to optimizing your website for Google Ads. This practice remains indispensable. But now, AI can speed up this process.
Use Generative AI to create text variations for buttons, titles, and arguments. Tools like ChatGPT, Claude, or Jasper can quickly generate versions for A/B testing.
Test, mainly:
- Conversion button colors and shape;
- Form positions;
- Page titles;
- Text structure (e.g. question) vs. statement).
Additionally, use tools like Hotjar to track actual visitor behavior.
Ensure a responsive and agile website
A responsive website is one that adapts to different screen sizes, providing an optimized browsing experience for the user, regardless of the device they are using. With the increasing use of smartphones and tablets, having a responsive website has become essential for companies.
The importance of a responsive website is essential to improve usability and user experience, which can result in greater engagement and sales conversion. In addition, Google considers website responsiveness as a ranking factor in its searches, which can improve the visibility and authority of the website in search results.
Finally, a responsive website is easier to manage and update because you only need to maintain one version of your site, rather than separate desktop and mobile versions. Investing in a responsive website is essential to ensuring an effective and successful online presence.
In addition to responsiveness, also pay attention to page load time. Slow pages continue to have high bounce rates and a direct negative impact on campaign costs.
Tools you should use:
- PageSpeed Insights;
- Google Search Console;
- GTmetrix;
- WebPageTest.
“Responsive and fast websites offer a better user experience, reduce bounce rates, and increase conversion rates on Google Ads.”
Technical Optimization: Core Web Vitals, SEO, and More
Since 2021, Google has considered metrics such as Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) to assess quality of experience.
These metrics remain central.
Additionally, structured data (Schema) markup for product pages, FAQs, and articles helps improve ad performance—especially in remarketing campaigns and dynamic ads.
Extra tip: Only use AMP if it makes sense for your audience. In many cases, a well-optimized site without AMP is enough.
Avoid these mistakes that sabotage your results
Without sounding cliché, here are some frequently overlooked points that can drag down campaign performance:
- Generic landing page, used in multiple campaigns;
- Excessive use of keywords (keyword stuffing);
- Page with more than one objective (e.g.: selling and capturing emails at the same time)
- Visually polluted design
- Barely visible call to action
“Google Ads campaigns fail when the landing page is not clear, objective and congruent with the ad.”
Conclusion
In short, optimizing your website for Google Ads is an ongoing process. It involves technical expertise, behavioral analysis, strategic keyword use, and, above all, careful attention to the user experience.
As you've seen, these are details that make all the difference — but are still ignored by most companies.
And if you're investing in paid traffic and not seeing a return, maybe the problem isn't the ad... but rather what the user finds after clicking.
At Vero Contents, we help businesses like yours turn clicks into conversions—with strategic content, SEO, CRO, and automation. Let's talk!
FAQ – Frequently asked questions about optimization for Google Ads
1. How does Google Ads Quality Score impact my campaign?
Quality Score directly affects your CPC (cost per click) and ad position. The more relevant your landing page, the lower your costs.
2. Do I need a different landing page for each campaign?
Yes. This ensures consistency between the ad and the page, which improves conversion and reduces bounce rates.
3. Is it better to use a page on the website or an external landing page?
It depends on the strategy. On-site pages help with SEO and tracking, but optimized external landing pages can convert faster.
4. How to measure if website optimization is working?
Track metrics like conversion rate, bounce rate, time on page, and, of course, campaign ROI.
5. Can I use artificial intelligence to help with optimization?
Yes! AI tools help with text generation, A/B testing, behavior analysis, and even real-time content personalization.
Article originally published on 08/23/2024 and updated on that date.
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
