Unpacking Google Ads: Impressions, Clicks, and Conversions

Strategically managing PPC accounts, focusing intently on optimising campaigns from a laptop.

Unpacking Google Ads: Impressions, Clicks, and Conversions

Ever wondered what those numbers in your Google Ads account really mean for your business? It's more straightforward than you might think! Let's break down how impressions, clicks and conversions work together to drive growth.

Understanding Click-Through Rates (CTR)

When you run an ad on Google, it gets impressions – that's simply how many times your ad is shown to potential customers. But getting seen is just the first step. The next is getting clicks!

Your ad's Click-Through Rate (CTR) tells you what percentage of people who see your ad actually click on it. This rate can vary quite a bit depending on the keywords you're targeting and how competitive those terms are, but typical CTRs for Google Ads usually fall between 2% and 6%.

So, let's say your ad gets 1,000 impressions in a day. If you're averaging a 5% CTR, you can expect to receive 50 clicks on your ad.

From Clicks to Conversions (and Costs!)

Now, about the cost. With Google Ads, you typically pay per click (PPC). If your average bid is, for example, £2 per click, those 50 clicks would mean a daily spend of around £100.

But clicks aren't the end goal, are they? What you really want are conversions – that's when a click turns into a valuable action for your business, like a phone call, a form submission, or a purchase.

If your website's conversion rate for those clicks is 10%, then from your 50 clicks, you could expect to generate 5 new inquiries or sales each day.

Ready to Optimise Your Metrics?

Understanding these numbers is key to making your advertising budget work harder for you. By tracking your impressions, CTR, conversion rates, and costs, you can refine your strategy and ensure every pound spent is contributing to your business's growth.

Want to dive deeper into the metrics that matter most for your unique business? Talk to Chris or Jo – we can help you unlock the full potential of your Google Ads campaigns!