Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?
Correct Answer
Make sure the landing page is closely related to the ad
Why is this the correct answer?
Making sure the landing page is closely related to the ad is the most effective approach to improve a low conversion rate when clicks are already high. A high click volume with low conversions signals a disconnect between what the ad promises and what the landing page delivers. When users click an ad expecting a specific product or offer but land on a generic homepage or unrelated page, they leave without converting. Aligning the landing page content, headline, and call-to-action with the specific ad message reduces this friction and directly increases conversion rate.
Why are the other options wrong?
Increase the average daily budget for the campaign
Increasing the daily budget would generate more clicks but would not fix the underlying conversion problem — it would simply spend more money on traffic that does not convert.
Broaden the list of keywords to reach more potential customers
Broadening keywords to reach more potential customers would increase impressions but targeting less relevant audiences would likely make the conversion rate even worse.
Increase the cost-per-click (CPC) bid for low-performing keywords
Increasing CPC bids for low-performing keywords raises costs without addressing why visitors are not converting — the issue is post-click experience, not bid levels.
Real-world example
An insurance broker was getting 500 clicks per day on cheap car insurance ads but converting at only 0.8%. They created a dedicated landing page matching the ad headline with a pre-filled quote form. Conversion rate rose to 4.2% within two weeks without changing the budget.
Official documentation: https://support.google.com/google-ads/answer/2453998
About the Google AdWords Fundamentals Exam (Retired)
The AdWords Fundamentals exam was retired when AdWords became Google Ads.
Exam guide and all 140 AdWords Fundamentals (Legacy) questions →Related AdWords Fundamentals (Legacy) questions
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