Maximise Your Google Ads Performance: A Guide for Property Marketers

In the fast-moving world of digital marketing, Google Ads can be one of the most effective ways for property marketers to generate leads and sales, but only when campaigns are set up and managed strategically.

Optimising your Google Ads means ensuring every part of your campaign, from targeting to ad copy and landing page experience, works together to attract the right audience and convert clicks into leads. Here’s how to identify common issues and improve your results.

1. When Your Ads Aren’t Showing: No Impressions

If your ads aren’t receiving impressions, something in your setup is likely blocking delivery. Fortunately, these issues are often simple to resolve.

What to check:

• Campaign Age: Ads can take several days (up to a week) to pass Google’s review and learning phases. Give them time before making changes.

• Low Budget: A limited budget can prevent ads from serving. Try doubling it temporarily to test — if impressions increase, budget was the issue.

• Bidding Strategy: Manual bids that are too low can result in zero impressions. Switch to automated bidding to allow Google’s algorithm to optimise for performance.

• Keyword Relevance: Misaligned keywords and landing page content reduce Quality Score. Ensure your keywords directly match your ad message and page content.

Tip: Review your campaign performance weekly during the early stages to identify trends and make informed adjustments.

2. When You’re Getting Impressions but No Clicks

If your ads are visible but not attracting clicks, the issue often lies in your messaging or targeting.

Possible causes and fixes:

• Weak Ad Copy: Replace underperforming headlines and descriptions with fresh variations. Test for one to two weeks before evaluating results. 

• Weak or Missing CTA: Use clear, direct calls to action. 

  • For products: Buy Now, Shop Today 

  • For services: Get a Free Quote, Download Guide, Reserve Your Spot 

• Wrong Target Audience: Review your Search Terms Report to identify irrelevant search queries. Add these to your Negative Keyword List to improve targeting. 

• Unattractive Offer: Sometimes, the ad isn’t the problem — the offer is. Test new incentives, pricing or inclusions to increase appeal. 

Tip: A healthy click-through rate (CTR) typically ranges between 3–6%. If yours is lower, experiment with your ad copy, offers and CTAs.

3. When You’re Getting Clicks but No Conversions

If users are clicking your ads but not converting, your landing page experience may be the issue. This is where alignment, trust and usability come into play.

How to fix it:

• Align Messaging: Make sure your ad and landing page promise the same thing. 

• Use Clear URLs: Clean, direct URLs improve trust and relevance. 

• A/B Test Landing Pages: Experiment with headlines, visuals and CTAs to find what resonates. 

• Build Trust: Include testimonials, trust badges and professional imagery. 

• Monitor Bounce Rate: A high bounce rate often signals a disconnect between ad intent and page content. 

Tip: Use Google Analytics to track user behaviour and identify where visitors drop off. 

4. When Conversion Rates Are Low

If conversions are happening but not at the pace you’d like, small inefficiencies in your setup or user experience could be holding you back.

Common causes and solutions:

• Learning Phase: Google’s algorithm needs time — typically one to three months — to optimise for performance. Be patient and make gradual improvements based on data. 

• Poor Mobile Experience: Most users view ads on their phones. Slow load times or unclear navigation lead to drop-offs. 

  • Use tools like GTmetrix, Pingdom or Jetpack (for WordPress) to check page speed. 

  • Simplify your layout and make sure CTAs are visible without scrolling. 

Pro Tip: A fast, intuitive mobile experience can boost conversion rates by up to 30%.  

Thoughts

Optimising Google Ads isn’t just about adjusting budgets or keywords. It’s about creating a cohesive experience from first impression to final conversion. 

For property marketers, this means aligning ad messaging with buyer intent, crafting compelling offers and ensuring a seamless landing page experience. When done well, your campaigns don’t just generate clicks. They also attract qualified leads, strengthen your brand and deliver long-term ROI.