Why Ads and Landing Pages That Work on Facebook Don't Convert on Google Search
I manage Google Ads for an immigration law firm. They also advertise on Facebook and Instagram etc. (The social media ads are managed by others.)
They've got a lot of leads by advertising a quiz on social media. The quiz asks 10 questions and then shows the user if they qualifiy for the visa they're interested in.
My client was hoping that the same quiz would get more leads from our Google search ads.
But, here's the trouble: someone scrolling on Facebook wants something completely different to someone searching on Google.
- On Facebook they want entertainment.
- On Google they want to solve a problem.
On Facebook, the ad interrupts what they're doing. The ad must be more interesting than the feed to grab their attention. And the landing page has to be more entertaining to keep it.
On Google, they've searched for a solution. The ad needs to promise it. The landing page has to deliver it fast - and with as little friction - as possible.
Someone who Googled for an immigration lawyer would be very frustrated if you forced them to do a quiz before they could book an appointment. I'd be surprised if anyone was patient enough to convert.
The answer: give the user an ad and landing page that match with what they want to do.
I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.
Related articles
Why I Took a Google Ads Writing Course After Years of Practice I've generated more than 2 000 000 leads using Google Ads. So, why would someone like me buy a course on writing Google Ads?
How to increase the bid for a specific keyword when using the Maximise Clicks bidding strategy How do you make the most of a high-converting keyword in a campaign where you're using the Maximise Clicks bidding strategy?
3 things you must do before you advertise on top of funnel keywords. Top of funnel keywords can be cheaper to advertise on. But there are 3 things you must do before you enable them.
Google Ads: Can I use capital letters in the Display URL? AdWords question: Can I use capital letters in the Display URL? Is it ok to write it like example.com/ExampleLink ? Will Google allow this? Here is the answer with links to the relevant Google Ads policies.
How many keywords should I have in an ad group? Grouping keywords into ad groups trips people up. This is one of the most confusing parts of building your first AdWords campaign. Getting it right almost always leads to higher CTR , better QS and a lower cost per click.
Rules for Writing Google Ads Expanded Text Adverts Here are the rules we use for writing Google Ads expanded text ads at MarketingMotor. Feel free to copy them.
What is the lowest amount of traffic needed for a campaign? The smallest estimated search volume I'd be comfortable with depends on if the campaign is for a new or existing client.
Writing Callout Extensions Coming up with callout extensions has always been hard. No more...
How to build a pilot campaign. I know nothing when I take on a new client who’s never used Google Ads for lead generation. The only way to know for sure if Google Ads will work and if the relationship with the client will be comfortable is to test it. Here's how...