Conversion Rate Has Dropped – 10 Reasons Why

Google Ads is a powerful tool for businesses looking to drive more leads, sales, and revenue. However, sometimes even the most well-optimized campaigns can experience a dip in conversion rates. If you’re seeing a decrease in your conversion rate, there are a number of possible reasons. In this blog post, we’ll take a look at 10 common reasons why your conversion rate has dropped in Google Ads.

  1. Poor targeting

One of the most common reasons for a decrease in conversion rate is poor targeting. If you’re not targeting the right audience, you’ll be spending money on clicks that aren’t likely to convert. Make sure you’re targeting the right keywords, demographics, locations, and devices to ensure your ads are reaching the right people.

  1. Ad fatigue

Ad fatigue occurs when your audience has seen your ads too many times and has become desensitized to them. This can cause a decrease in click-through rates (CTR) and conversion rates. Make sure you’re rotating your ads regularly and testing new ad copy and creative to keep your audience engaged.

  1. Landing page issues

Your landing page is where your audience lands after clicking on your ad. If your landing page is confusing, slow to load, or doesn’t match your ad copy, it can negatively impact your conversion rate. Make sure your landing page is optimized for conversions, with clear calls-to-action (CTAs) and a user-friendly design. Perhaps there were recent changes to the landing pages that could have affected CVR

  1. Competitive landscape

If your competitors are running similar campaigns, it can be harder to stand out and attract clicks. Make sure you’re regularly monitoring your competitors’ campaigns and adjusting your own strategy accordingly. Has any competitors decreased their prices, or perhaps there have been price changes within your products that make you less competitive. It’s also important to factor in shipping costs when looking at how competitive you are in the market.

  1. Seasonality

Some businesses may experience a dip in conversion rates during certain times of the year, such as holidays or summer months. Make sure you’re adjusting your bids and budgets accordingly to account for seasonality. It’s worth using Google Trends to monitor changes in your business vertical.

  1. Changes in search behavior

Search behavior can change over time, which can impact your conversion rate. Make sure you’re regularly monitoring your search term report and adjusting your targeting and bidding strategy accordingly.

  1. Ad rank

Ad rank is a key factor in determining where your ad appears in the search results. If your ad rank drops, your ad may appear lower in the search results, resulting in fewer clicks and conversions. Make sure you’re regularly monitoring your ad rank and adjusting your bidding strategy to maintain a high position.

  1. Ad disapproval

If your ads violate Google’s advertising policies, they may be disapproved, resulting in a decrease in conversions. Make sure you’re familiar with Google’s policies and guidelines and are regularly monitoring your ads for compliance.

  1. Technical issues

Technical issues with your website or tracking can impact your conversion rate. Make sure you’re regularly monitoring your website for any errors or issues that could be impacting your ability to track conversions accurately.

  1. Has The Change In CVR Happened Across All Channels or Just 1

This will help to identify if the problem lies with just Google Ads or FB ads etc, or whether its a sitewide issue.



I hope this list helps to identify why your conversion rate has dropped. At RK PPC Marketing we are here to help small to medium sized businesses, so feel free to get in touch with us!