Most advertisers think all they need to boost their average click-through rate is to add some keywords, throw in some hard-hitting calls to action, and the sales and inquiries will start to flow in.
Well, it takes a little more effort than that. It can be quite an uphill battle when it comes down to increasing your conversion and click-through rates by scaling your pay per click marketing.
Google keeps updating its algorithms, and businesses keep increasing their marketing budget to see what sticks and what no longer works. But that’s not the right way either.
If you don’t manage or improve Google Ads click through rate for your account using the right techniques, your click-through rates, along with your conversion rates, are bound to take a hit. You will end up spending huge amounts of money on your digital marketing campaigns without the traffic or sales to justify them.
So, how do you improve your Google click-through rates when everyone is bidding for the same keywords and utilizing highly specialized digital marketing tools?
Let us look at some of the techniques digital marketers can use to ensure/improve Google ads CTR attract the most traffic and generate the most leads:
Google Ads uses Quality Score to score keywords from a range of 0 to 10. It denotes the relevancy of advertisements from their keywords, which is based on the probability that someone will click on these Google ads.
If you haven’t heard of Quality Score, it’s best to start from this metric. Ads with higher quality score get high rankings and accumulate fewer costs per click. They’re also more likely to have a high click-through rate.
Many factors impact Quality Score, right from your ad copy ad and URL to how relevant your PPC landing page and whether you positioned your keyword in the headline for your ad. The average click through rate CTR for Google is 3.17%, and boosting your quality score can inch you towards a higher percentage.
Google Ads has revamped its bidding game, incorporating smart bidding strategies and automation for its auctions.
Utilise smart bidding strategies: this allows Google to utilize automation for ad bidding, boosting your likelihood of getting ad clicks and your conversion rates. For this, Google relies on past data and boosts your bids for Google ads that are likely to do well with the audiences.
This automatically censors out the bids for Google ads that do not perform well and allows you to focus your energies on auctions with higher CTR (click-through rates).
With Google’s optimized bidding strategies, you can enhance your ad performance greatly. Since each auction is different, it isn’t feasible to analyze the performance of each auction manually.
Automation allows you to adjust your bids according to the performance of the keywords and saves you time from trawling through each keyword bid manually.
While this technique might not apply to all advertisements, it surely does work for e-commerce ads. Listing the price of your product in your ad copy can boost your click-through rates, particularly if your prices are lower than your competitors.
While some ad extensions do this for you automatically, highlighting pricing in your ad copy can distinguish you from your competitors’ ads when audiences see these ads side by side.
It is a useful technique to boost the average click-through rate because it gives your audiences additional information about your products or services and entices them into following through on your ad.
The more informative and descriptive you make your Google ads, the more they’re likely to consider clicking on them.
A compelling, well-written, and customized ad copy can help distinguish you from he tons of Google ads that cater to your niche and allow you to stand out from your competition. If you don’t differentiate your ad copy from your competitors, you will see a fall in your very High click-through rate (CTR) .
Make sure to emphasize your unique selling points, brand value, and why audiences should click on your ad instead of your competitors. Do you offer something that they don’t? Highlight these USPs and make sure they are reflected in your ad copy.
Including an enticing and powerful call to action in your ad copy can go a long way in boosting your click-through rate.
Many marketers focus on selecting the right keywords and writing an informative description but miss out on their CTA, which ends up leaving their piece sounding like an article rather than an ad copy.
Google analytics tend to review and rate strong calls to action quite positively, leading to improved click-through rates. Many copywriters tend to adopt the wrong approach when it comes to CTAs.
Simply announcing the roll-out of new products or making the languages too flowery and verbose can both impact the efficacy of the CTA. Make your CTAs blunt and concise to push the audience to act on the command.
Instead of relying on paid ads, try to make your ads enticing and attract organic traffic to your site. 94% of the clicks generated on online ads are through organic search engine result.
Study keywords and their search volume to know how many people are searching for those specific phrases. It might be tempting to go for keywords that have the highest rankings.
However, keywords with low-to-medium clicks can often have high conversions. This allows you to avoid competition while also guaranteeing high conversion rates from your visitors.
Conversely, high-ranking keywords with low CTR or conversions can end up costing you more without much business generated your way.
Also, avoid inserting too many keywords into your ad copy as it can impact your ad text and keywords. Too many keywords can affect your quality scores and, eventually, your Good CTR (click-through rates). The key is to use tightly themed keywords in your ad text and ad group them into smaller ad group.
The key to a high conversion rate is to make your ads more relevant to your target audience rather than projecting them to a huge audience. For this, you can use negative keywords to weed out the audience you know will not follow through on your ads.
Get the most of your budget by using SEO techniques and data to pinpoint the most relevant keywords and utilize them in your ad copies. By acquiring more SERP space, you’re bound to improve your click-through rate and conversion rate.
Your Average CTR is around 30% if you’re ranked number 1 on Google. With just third place, your average click through rate (CTR) drops to 10%. Therefore, your rankings can have a huge impact on your click-through rates.
One of the most effective techniques to increase click-through rate, which many marketers tend to overlook, is to analyze their competition sufficiently. This includes identifying competitors, analyzing their keywords, and understanding their ad copy.
You can use analytic tools to identify better what makes their ad click for audiences, especially the keywords they’re using and the language they incorporate in their ads.
Likely, they have already performed A/B testing on different variations of the same ad, and what you’re seeing is the best-performing variant.
Skip out on the testing process and take their best performing ad to understand why it performs the best. Try and incorporate similar techniques for your ad, but do not copy their ad word for word, and make sure to present your unique selling points.
When it comes to determining the relevancy of your ads, testing is the best option since it can be hard to tell what the audiences will respond best to. The key to this is to test multiple search ads for the same product or service and allow Google or search engines to decide which one performs the best.
Testing is a continuous process and even involves testing out different ad types on other locations online. Many times, it’s not what is in the ad copy but rather where your ad is placed. If your ad is placed where you aren’t likely to find customers, your click-through rates will be lower naturally.
It is crucial to test different ad types and keep the testing in-process continuously. For example, if you’re running tests on three variations of an ad copy, keep the two top-performing Google ads and remove the losing ad.
Meanwhile, create another ad variation and add it into the mix in place of the lowest-performing ad to keep the process ongoing.
The most popular testing technique is the A/B testing method, which includes two variants, and allows you to use one variant as the control.
The key is always to test out different ad types and keep things in flux since audience demands keep changing. Test numerous parameters, such as headers, CTAs, images, and graphics to determine what works best for your audiences.
Marketers can use remarketing campaigns to deliver re-customized ads to specific users and visitors. This involves targeting particular ads to visitors who have already viewed your content and making it clearer for them.
You can tweak your ads to cater to specific visitors, narrow down on particular products, or create new ads to upsell your existing customers. If they know you, then they are more likely to click on your ad. This means excluding users you know aren’t likely to be interested in your products.
Utilizing ad extensions can be an excellent way to improve your click-through rate. Location extensions can aid small business owners and help them to match with nearby customers. In addition, site links and callouts can enhance the relevancy of your ads, boosting your conversions and click-through rates.
There are many kinds of ad extensions, but not all of them apply to every advertisement campaign. If you aren’t utilizing the complete mix of ad extensions, then you’re missing out from reaching your full potential on Google.
You can make your ads appear more relevant to Google, increase their reach, and improve your click-through rate by utilizing the full range of extensions.
The tips detailed above are simple enough to implement easily in your current Google ads campaign. But make sure to test what you’ve done several times over to ensure that your intended audiences respond to your ads the way you want them to.
It is also vital to get qualified traffic that’s right for you. This means don’t just attempt to increase your visitors for the sake of it but aim for more conversions. Curious about pricing? Take a look at our guide to the cost of PPC management services. Contact us for more info!
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
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If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week.
So how do you rise above the noise?
Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.
PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.
This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead.
Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.
Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.
You need to know:
Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.
Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.
In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”
When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.
As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.
Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”
One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”
Top brands don’t just test – they test smart. Here’s how you can do the same:
You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.
Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted.
But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.
With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic.
If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.”
For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.
More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.
If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.
Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”
Think about:
But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:
Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.
Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:
Google Shopping Ads
If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.
To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.
Meta Ads (Facebook + Instagram)
Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.
The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.
Pinterest Ads
Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.
What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.
TikTok Spark Ads
If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.
Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.
This channel is less about direct conversion and more about top-of-funnel discovery. And when it’s done right, it creates cult followings fast.
YouTube Shorts and Pre-Roll Ads
YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.
Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.
Clicks are worthless if the landing page doesn’t convert.
Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.
Here’s what winning landing pages include:
As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.
Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.
At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.
Want to learn more? Contact us today and we’ll show you how we get results.
