Google Ads: How to Estimate Cost per Conversion and Improve Results?

I have a few questions about Google Ads.

• If the average CPC is €3, how much should we expect to spend to get one conversion? Does it depend on the keywords or industry? Is there any way to estimate it?
• We are also running Search, Display, and Video campaigns. We are getting plenty of clicks but no conversions.
• What could be the reason, and how can we improve it?
• What is the tool better than Google Keyword Planner to get correct estimation of CPC and conversion?

Keyword Planner is useful for planning, but no tool can predict your exact conversion cost. Your landing page, offer, and audience also matter.

1. you cannot estimate the cost of a conversion because it depends on many factors such as the LP, product, funnel etc. but it may varies from keyword to keyword as some are more competitive.
2. If this is the 1st campaign I would start with search only, no DSP, search partners or video, write 1 good ad and use all the ad extensions.
3. Check your search terms to make sure that you generate the relevant traffic, make sure that you geo targeting is correct. Do you have several events in your funnel? you can monitor them and see where people drop-off.
4. I think that the kw tool is good enough for a general assessment.

In terms of conversion price, this is part of your own goals to set, so for example if €30 generate a good margin this could be a starting point for you and once you generate more conversions you can optimize for better results.

You can check search, display and video separately as traffic quality can vary and you may find that one campaign brings more relevant visitors than the others.