# **High CTR, but Low Conversion Rates? Where’s the PPC Disconnect?**

#### Table of contents

- 1\. Poor Landing Page Design
- 2\. Conflicting Copy on Your Ad and Landing Page
- 3\. Flawed Keyword Research
- 4\. Bidding on High-Volume, General Keywords
- 5\. Failing to Consider Search Intent
- 6\. Targeting the Wrong Audience
- 7\. Misleading Ad Creative
- 8\. Ad Content Isn’t Aligned with Your Product
- 9\. Making Empty Promises in Your Ad
- 10\. Slow Landing Page Speed
- 11\. No Clear CTAs

## 1\. Poor Landing Page Design

One of the most common reasons an ad isn’t converting is the landing page.

As Madhav Goenka of [Frazile](https://frazile.com/) states, “The most common reason why a campaign might have high CTRs, but low conversion rates is definitely a poorly designed landing page or a huge disconnect between what is shown in the ad and what is presented on the landing page.”

**PRO TIP:** Track user experience with tools like Hotjar.

## 2\. Conflicting Copy on Your Ad and Landing Page

Weak landing page copy that doesn’t match the ad is another factor. Eddie Friedel mentions, “You are ranking for a wrong query and your landing page content is totally opposite to your ad copy.”

## 3\. Flawed Keyword Research

Targeting the wrong keywords can lead to high CTR but poor conversions. Tony Mastri warns about the pitfalls of using broad match keywords that attract irrelevant clicks.

## 4\. Bidding on High-Volume, General Keywords

Craig Hewitt advises against bidding on too general keywords as they lead to clicks without conversions. Targeting long-tail keywords can yield better results.

## 5\. Failing to Consider Search Intent

Ashley Howe emphasizes the importance of understanding user intent to improve conversion rates.

## 6\. Targeting the Wrong Audience

Minesh J. Patel notes that low conversion may indicate mistargeting. Updating your negative keywords list can help refine your audience.

## 7\. Misleading Ad Creative

Dan Cantero highlights that overly creative ads can mislead consumers, causing a mismatch in expectations versus reality.

## 8\. Ad Content Isn’t Aligned with Your Product

James Diel states, “Your ad is performing well, but the journey ends before they decide to buy. One option is to rework your ad to align it with your offerings.”

## 9\. Making Empty Promises in Your Ad

Chris Wilks warns that bold offers that the product can’t deliver lead to poor conversion rates. Adjusting the promises can help improve alignments.

## 10\. Slow Landing Page Speed

Paul Purczel states that site speed and user experience are crucial for conversion. Use analytics to track these metrics.

## 11\. No Clear CTAs

Michelle Symonds mentions that clear calls-to-action (CTA) are critical. A lack of effective CTAs often results in low conversion rates despite high CTR.