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    Google Display Ads: 400 clicks, 0 leads


    Hi , I'm testing display advertising in the 'landlord insurance' industry.

    I have created banner Ads. I've targeted 'landlord insurance' related keywords. We have a nice landing page.

    I received 400 clicks, but not 1 single lead.

    What could be the reason?

    Are all clicks genuine humans? Or can bots click on banner Ads?
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    Display ads are less likely to convert, just due to their nature.
    More often they are used to to support a conversion, by staying in the users mind before they make a decision.

    However: 400 clicks. That is a substantial number, and you would expect something.
    Even if one of those 400 clicks converted, that still would be a conversion rate of 0.25%

    I'd suggest checking that the conversion is tracking properly, though I'm, sure you would know if someone did convert

    Otherwise I'd check the landing page; you may think its good, but your users may disagree.

    Is the path you want the user to take clear?
    Are users becoming disinterested before the CTA?
    A heat map could be useful to see what users are doing on the page instead of converting.
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    Thanks for your response.

    The same landing page has a Click-To-Lead ratio of 35% in Search PPC - so 1 in 3 clicks turn into leads. So the landing page isn't the problem. I know that it will be lower on display ads, but 0 out of 400 is very odd, as you said.

    Could it be that I'm targeting too broad? Is there a way to target people more specifically?

    So for example, only show the banner Ad to someone that has been searching for "LANDLORD INSURANCE"? Exclude anyone else.

    Is this possible?
    Last edited by Ranger; Mar 26th, 2019 at 06:19 AM.
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    Yes I think that looking at your targeting should be the next step.
    It seems that the adverts are showing to people who aren't interested, or at least aren't interested ENOUGH.
    They are clicking and getting to the form, but not interested enough to convert.

    Also worth looking at the creatives; maybe they're misleading the users.
    you said you target 'landlord insurance' keywords
    Maybe the creatives are appealing to those who want information about the insurance, or don't notice they're specifically for landlords.

    That is remarking, and can be set up with specific audiences with google analytics/tag manager.
    However I am really not knowledgable about those tools to offer much advice on how to set them up correctly.
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    Display ads do not convert well. Google says that .10 CTR is acceptable.
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    Optimize your ads with best suited keywords exclude the irrelevant keywords. You got 400 clicks and no leads. It means you ads is displaying on irrelevant things.
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    I think you should re-check your landing page.

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