How Google Ads master the art of customer conversion

When was the last time you made an impulsive purchase—just woke up and thought, "Today is the day I’m going to buy XYZ"? Chances are, it’s hard to recall a time when you didn’t at least consider factors like affordability, whether the product would meet your needs, or checked a company’s digital presence to verify its legitimacy. In fact, 80% of buying journeys begin online.

Today's consumer is more informed than ever before. With a vast amount of information readily available at their fingertips, the way people buy products or services has drastically changed. The pushy sales tactics of the past are neither acceptable nor effective. Modern buyers don’t want to feel pressured; they prefer to make their purchase decisions on their own terms—whether that’s at 4:00 a.m. while feeding the baby or relaxing at the beach.

And this is where digital marketing enters the room and takes a bow.

Digital marketing encompasses a variety of strategies and tools that businesses use to connect with their target audience online. These include search engine optimisation (SEO), paid search marketing (e.g. Google Ads) email marketing, responsive web design, social media marketing, content marketing, video marketing, and more. Today, however, we are looking at Google Ads and the multiple benefits they bring to businesses.

Google Ads: turning searches into sales

Google Ads are a cornerstone of digital marketing, and the reason is they have a specific advantage that takes it leagues ahead of other forms of advertising. By leveraging its capabilities, businesses can effectively guide searchers from the initial discovery, their first interaction with your brand to becoming loyal customers, maximising the impact of your digital marketing efforts. 



Google Ads drive revenue wherever your potential customers are in their buying journey. No matter how unique we think we are as individuals, the reality is our consumer behaviour is quite predictable. Buyers go through a recognised process before we agree to part with our money:

Awareness stage: capturing attention early

The buyer realises they have a problem or need but aren’t yet aware of specific solutions. Google Ads shine here by placing your business in front of a wide audience. Through targeted display ads and search ads, your brand is introduced to searchers looking for related information or browsing content that aligns with what you offer They seek information to better understand the issue they are dealing with. Google helps them define the problem.

For example, as a digital marketing agency in Christchurch, Digital Presence could use Google Ads to target keywords like "web design Christchurch" or "SEO Christchurch." These ads would appear when users actively search for these terms, even if the users are still in the early stages of researching their options. This approach not only increases brand visibility but also positions Digital Presence as a potential solution to a business’ digital marketing problems.

Consideration stage: nurturing interest

Once potential customers are aware of their needs and have started considering different options, they enter the consideration stage. At this point, Google Ads plays a crucial role in keeping your business top of the search engine results page - and your brand top of people’s minds. Remarketing ads are particularly effective here, reengaging searchers/visitors who previously visited your site or interacted with your content.



For instance, if someone has visited Digital Presence’s company website but hasn’t yet made an inquiry, remarketing ads are deployed to remind them of our digital marketing services in Christchurch. These Google Ads are created to nurture their interest, highlighting key benefits, displaying website design service portfolio, or offering incentives like a free website audit, to encourage them to take the next step.

Decision: driving conversions

The decision stage is where potential customers are ready to make a purchase. They’ve done their research and are now comparing options to find the best fit. Google Ads is a powerful tool for driving conversions at this stage through highly targeted search ads and shopping ads. Additionally, Google’s responsive search ads allow multiple headlines and descriptions to be created, which is tested to deliver the most effective combinations to your audience. This ensures your message resonates with users who are on the verge of converting.

Again, using Digital Presence as an example, by bidding on high-intent keywords like "hire web designer Christchurch" or "best digital marketing agency Christchurch," Google Ads appear right when users are ready to act and decide.

Retention: keeping customers engaged

Google Ads aren’t just for attracting new customers; they’re also valuable for retaining existing ones. By using customer match lists, people can be targeted who have already bought from you, encouraging repeat business and a golden opportunity for cross and upselling. For example, as a web design company, Digital Presence might run ads promoting website maintenance services or new website design features to past clients. These retention-focused Google Ads help you stay connected with customers, while offering them more reasons to stay loyal to your brand.

Google Ads: don’t get left behind

But before you get too cosy with the idea Google Ads is the ticket to business success, it’s important to recognise that much like the Google search engine algorithms, Google Ads evolve. And to triumph with Google Ads, you must move with the times.

The digital marketing landscape shifts rapidly, and those who adapt quickly will always be the ones who profit. Whether you’re managing your Google Ads campaigns in-house or partnering with a digital marketing agency Christchurch-based businesses trust, understanding these trends is crucial for Google Ads success.

Google Ads trends in 2024 include:

Rising click-through rates (CTR)

One of the most encouraging trends of 2024 is the increase in Click-Through Rates (CTR) across most industries. With an average rise of 5% compared to 2023, it's evident that ads are becoming more effective at capturing user attention. For businesses, this means more opportunities to engage potential customers. However, to truly capitalise on this trend, it’s essential to fine-tune your ad copy and ensure your messaging resonates with your target audience.

Climbing cost per click (CPC): tightening the purse strings

While CTRs are on the rise, so too is the Cost Per Click (CPC). In 2024, 86% of industries have seen their CPC increase, with an average rise of 10%. This underscores the importance of:

• Maximising the efficiency of your ad spend.
• Improving your Quality Score with a well-designed responsive website design to mirror the Google Ad’s promise.
• Aligning your landing pages with your ad copy.
• Using relevant keywords.
• Delivering a seamless user experience.

Conversion rates: the double-edged sword

While some industries are seeing declines, the average drop is relatively modest at 1%. However, sectors like Finance and Insurance have experienced much sharper declines. To counteract this, you need to be more vigilant than ever in tracking Google Ad performance. A thorough understanding of what drives conversions in your industry is essential. This might involve A/B testing your ads, refining your website design and landing pages, or adjusting your targeting criteria. The key is to stay agile and responsive to changes in user and market behaviour.

Why collaborate with Digital Presence for your Google Ads in Christchurch?

For businesses in Christchurch, partnering with a digital marketing agency makes all the difference. From web design services to SEO, Digital Presence develops robust online marketing strategies to support your Google Ads to achieve greater profitability. We stay ahead of the key changes to ensure that your Google Ads campaigns are not only effective but also cost-efficient so you can stay ahead of the curve and maximise your return on investment. And more good news? Not only do we do the work on your behalf, we keep it jargon free too. Click here to contact us today for a free, no obligation chat.