Alternative Google Ads Strategy: Why I Often Optimize for Traffic Instead of Conversions
Most Google Ads users build their campaigns with one clear goal: conversions. And that makes total sense — in most cases, conversions are exactly what you want.
To achieve that goal, many advertisers either:
• aggressively push up their Cost-per-Click (CPC), or
• rely on algorithm-based bidding strategies (like Maximize Conversions or tCPA).
In both cases, Google tends to do the same thing: it drives up the price per click to secure what it considers the highest-quality clicks for the exact keyword. Ads are shown very narrowly, keyword by keyword. I’d say this is what 90%+ of advertisers are doing.
Over the last few years, however, I’ve been using a different approach.
My Strategy: Optimize for Website Traffic
Instead of choosing Conversions as the campaign goal, I deliberately set the goal to Website Traffic.
The result?
• Much cheaper clicks
• A significantly broader reach
• Access to keywords and searches most competitors don’t even bid on
When you combine a traffic-focused campaign with a large number of broad match keywords, you can generate massive volume at a very low CPC.
Yes, the traffic is less “perfect.”
Yes, there are higher scatter losses.
But the math is where this gets interesting.
Simple Math Example
Let’s assume you have a $1,000 budget.
Scenario A: Conversion-Focused Campaign
• CPC: $1.50
• Conversion rate: 4%
Calculation:
• $1,000 / $1.50 = 666 clicks
• 666 clicks × 4% = ~27 conversions
The Result
Even with a much lower conversion rate, the traffic-focused campaign generates almost double the conversions — simply because you’re buying traffic so cheaply.
The key reasons this works:
• Most advertisers never bid on these broader keywords
• Competition is lower → CPC stays low
• You can scale volume without constantly increasing bids
• You’re not fighting everyone else for the same “perfect” keyword
Final Thoughts
This strategy isn’t about replacing conversion-optimized campaigns entirely.
It’s about understanding that cheaper traffic + volume can often outperform “perfect” but expensive clicks.
If you’ve never tested traffic-based campaigns seriously, I highly recommend running the numbers yourself.
Would be interested to hear if anyone here has tested something similar — or why you think this approach might not work in your niche???
Most Google Ads users build their campaigns with one clear goal: conversions. And that makes total sense — in most cases, conversions are exactly what you want.
To achieve that goal, many advertisers either:
• aggressively push up their Cost-per-Click (CPC), or
• rely on algorithm-based bidding strategies (like Maximize Conversions or tCPA).
In both cases, Google tends to do the same thing: it drives up the price per click to secure what it considers the highest-quality clicks for the exact keyword. Ads are shown very narrowly, keyword by keyword. I’d say this is what 90%+ of advertisers are doing.
Over the last few years, however, I’ve been using a different approach.
My Strategy: Optimize for Website Traffic
Instead of choosing Conversions as the campaign goal, I deliberately set the goal to Website Traffic.
The result?
• Much cheaper clicks
• A significantly broader reach
• Access to keywords and searches most competitors don’t even bid on
When you combine a traffic-focused campaign with a large number of broad match keywords, you can generate massive volume at a very low CPC.
Yes, the traffic is less “perfect.”
Yes, there are higher scatter losses.
But the math is where this gets interesting.
Simple Math Example
Let’s assume you have a $1,000 budget.
Scenario A: Conversion-Focused Campaign
• CPC: $1.50
• Conversion rate: 4%
Calculation:
• $1,000 / $1.50 = 666 clicks
• 666 clicks × 4% = ~27 conversions
The Result
Even with a much lower conversion rate, the traffic-focused campaign generates almost double the conversions — simply because you’re buying traffic so cheaply.
The key reasons this works:
• Most advertisers never bid on these broader keywords
• Competition is lower → CPC stays low
• You can scale volume without constantly increasing bids
• You’re not fighting everyone else for the same “perfect” keyword
Final Thoughts
This strategy isn’t about replacing conversion-optimized campaigns entirely.
It’s about understanding that cheaper traffic + volume can often outperform “perfect” but expensive clicks.
If you’ve never tested traffic-based campaigns seriously, I highly recommend running the numbers yourself.
Would be interested to hear if anyone here has tested something similar — or why you think this approach might not work in your niche???
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