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  • Writer's pictureMike

Google Ads Alone Can't Fix a Broken Website

Updated: May 30

If your website isn't converting visitors into leads or sales, you might be tempted to think that simply driving more traffic through Google Ads will solve the problem. Unfortunately, that line of thinking is flawed. Google Ads can amplify what's already happening on your site - but it can't magically fix underlying issues with your website's messaging, user experience, or conversion funnel. 


Google Ads isn't enough on it's own

Let's break this down. Google Ads excels at putting your website in front of people who are searching for what you offer. Through targeted keywords, audience targeting, and well-crafted ad copy, you can attract relevant clicks from prospective customers. That's incredibly valuable!


However, once those prospects land on your site, the conversion process is entirely up to your website's ability to engage them, build trust and desire for your product/service, and smoothly guide them through to taking action. If any part of that website experience is broken or suboptimal, even a flood of Google Ads traffic won't be able to compensate.


Think of it like a retail funnel: Google Ads is getting people into the front door of your store. But if the store layout is confusing, products are poorly merchandised, the staff isn't helpful, and the checkout process is a nightmare - you're going to lose the majority of those hard-earned visitors before they convert.


So, what are some common website conversion killers that more traffic alone can't fix?


Poor Messaging & Value Proposition

If your website copy and messaging don't quickly convey a compelling value proposition that resonates with your audience, even interested visitors will bounce.


Unclear Calls-to-Action

Do you have a clear, visually obvious next step for visitors to take on every page? Burying or obscuring calls-to-action is a surefire conversion rate killer.


Poor User Experience (UX)

Slow load times, confusing navigation, distracting design elements, mobile unfriendliness...any UX issues that frustrate visitors will directly impact conversions.


Lack of Trust Signals

Prominently displaying credentials, case studies, security badges, guarantees, and other trust indicators can make or break whether prospects feel confident doing business with you.


Leaky Conversion Funnel

Even if your website attracts prospects and initially engages them, a funnel with holes (poor lead capture, confusing checkout process, etc.) will cause drop-off before conversion. You need an airtight funnel.


The bottom line: Driving more traffic from Google Ads is worthwhile, but it needs to be paired with a website experience that is laser-focused on converting that traffic once it arrives. Otherwise, you're just pouring ad budget into a leaky bucket.


So, before ramping up on Google Ads, take an honest look at your website data and user sessions to identify any conversion roadblocks or dropoff points. Fix those, optimise your messaging and UX..., and then combine that with targeted paid traffic for a powerful one-two punch to sales and leads.


Your website is your most valuable conversion asset. Don't try to fix it by throwing more traffic at the problem. Optimise the underlying experience first, and then growth channels like Google Ads can truly accelerate results.

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