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I Optimised My Google Ads Campaigns Into The Ground And Still Can't Figure Out Why Conversions Won't Move

Hello fellow marketers, so this one ‘might’ be relatable to you all.

So, I’ve been running a paid search for a fintech brand for 18 months. This quarter I genuinely feel like I did everything right.

CPC down 22%. CTR up to 5.8%. Quality Scores solid across the board. Zero wasted spend in the account.

But….Conversions, all flat. This is so weird and ROI looked so bad :((

My CMO is asking me to explain why our ad metrics are great but the actual business results aren't moving. And the honest answer is I don't know.

The one thing I keep coming back to: we're running 8 different campaigns with completely different audience intents and they all go to the same 3 landing pages. A home loan ad and a credit card ad both land on our "products" overview page.

But I'm not sure how much that actually matters at the conversion level. Has anyone actually quantified the impact of landing page mismatch vs ad performance?

Or am I looking in the wrong place entirely?

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I Optimised My Google Ads Campaigns Into The Ground And Still Can't Figure Out Why Conversions Won't Move

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