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.
Ready to grow your leads and lower your cost per conversion?
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Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
