Anyone else struggling with traffic quality from Google Ads?

Clicks are coming in, budget is spending normally, but the users don't seem to be converting like they used to.

CTR and CPC look fine, yet sign-ups and engagement are down.

Have you seen similar results recently? What changes helped improve lead quality?

I went down that road too.In my case, refreshing the creatives helped for a while, especially the videos. Sometimes the audience just gets too familiar with the same ads and starts ignoring them.
I'd still keep an eye on the traffic quality though. I've had campaigns where new creatives improved CTR, but the lead quality barely changed.

It looks like your traffic is still healthy, but the intention of the users coming in might have changed. When clicks are fine but conversions drop, it's usually more about audience quality or landing page alignment than the ad performance itself.

In such situations, I usually pause the ad for a week or two, or I create a new ad group and stop the previous ones. This is because such situations generally indicate that an update is taking place.

Had this exact thing happen on a lead gen campaign late last year. Everything upstream looked clean, ctr was even slightly up, but the leads turned to mud.

What got me was the form. We hadnt touched it in months and turns out a tracking update started auto filling some fields wrong on mobile, so half the signups were junk before they even hit the crm. Worth checking your actual submitted data and not just the dashboard numbers.

Other thing @ads studio touched on is real... intent shifts more than people think. Same keywords, same audience, but the people clicking arent the same people from 3 months ago. I usually pull a few weeks of search terms or placement reports and the answer is sitting right there most of the time.

Wouldnt rush to pause everything like @GeorgeCruzz said though, you can lose your learning data and end up worse off. Id segment first, find where the bad leads are actually coming from, then cut just that.

Sometimes, and more often than not the issue is not on google end but on yours.. How is your landing page? How do you intend to convert people?

dondon789 said:

Clicks are coming in, budget is spending normally, but the users don't seem to be converting like they used to.

CTR and CPC look fine, yet sign-ups and engagement are down.

Have you seen similar results recently? What changes helped improve lead quality?

Click to expand...

Maybe ur targeting is too broad, I recommend narrowing ur audience to make it more precise. and the others above have a good point too: you could also try adjusting ur ad creatives, landing page...to test again

Yea same here, i found tightening targeting and adding negative keywords helped, also testing landing pages for better relevance boosted leads.

dondon789 said:

Clicks are coming in, budget is spending normally, but the users don't seem to be converting like they used to.

CTR and CPC look fine, yet sign-ups and engagement are down.

Have you seen similar results recently? What changes helped improve lead quality?

Click to expand...

There may be an issue with your ad creative, or you can try updating it or using a different account.