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Your Google Ads are getting clicks. But are they getting customers? Here's how we turned clicks into revenue.
What Is CRO for Google Ads?
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of visitors who complete a desired action on your landing page—whether that's filling out a form, making a purchase, or requesting a demo.
CRO = Getting more conversions from the same traffic.
Better CRO = Lower CPA = Higher ROAS.
If your Google Ads campaigns are driving traffic but not converting, you have two options: spend more on ads or improve your conversion rate. CRO focuses on the latter—maximizing the value of traffic you're already paying for.
The 11 CRO Techniques We Use (In Order of Impact)
1. Landing Page Speed Optimization
Impact: 25% conversion increase
Page speed is the foundation of conversion optimization. For every second of load time, conversion rates drop by approximately 7%. Our target: under 1.5 seconds.
- Compress images (use WebP format)
- Minimize JavaScript and CSS
- Leverage browser caching
- Use a Content Delivery Network (CDN)
2. Above-the-Fold CTA Placement
Impact: 42% more conversions
Most visitors never scroll. If your primary call-to-action (CTA) is below the fold, you're losing conversions. We moved one client's CTA from the middle of the page to above the fold and saw immediate improvement.
3. Form Field Reduction
Impact: 67% completion increase
Every form field you add reduces completion rates. We reduced one client's form from 9 fields to 4 fields:
- Removed: Address, phone number, company size, job title, industry
- Kept: Name, email, company name, message
- Result: Form completions increased 67%
4. Mobile-First Design
Impact: 55% mobile conversion increase
In 2025, 68% of B2B traffic comes from mobile devices. Yet most landing pages are still designed for desktop and "adapted" for mobile. We design mobile-first, ensuring touch targets are large, forms are simple, and load times are fast.
5. Social Proof Integration
Impact: 31% trust increase
Trust signals matter. We add:
- Customer testimonials with photos and company names
- Client logos (especially recognizable brands)
- Review scores (Google, G2, Capterra)
- Case study statistics
6. Value Proposition Clarity
Impact: 28% engagement increase
Your value proposition should be visible above the fold in one sentence. Answer: "What do you do, and why should I care?"
Bad: "Innovative solutions for modern businesses."
Good: "Reduce customer support costs by 40% with AI-powered chatbots."
7. Remove Navigation Distractions
Impact: 19% fewer exits
Landing pages with full navigation menus give visitors too many ways to leave without converting. We remove navigation entirely on dedicated landing pages.
8. Video vs. Static Image Testing
Impact: 34% higher engagement
Video outperforms static images for most B2B services. We test 30-second explainer videos against hero images and implement the winner.
9. Exit-Intent Offers
Impact: 12% recovery rate
When a visitor moves their cursor to close the tab, trigger an exit-intent popup with a last-chance offer (free consultation, discount, downloadable guide).
10. Trust Badges & Security Signals
Impact: 23% form completion increase
Display trust signals near forms and CTAs:
- SSL certificate badge
- Payment security icons (for e-commerce)
- Money-back guarantee
- Privacy policy link
11. Personalized Headlines Based on Ad Group
Impact: 41% relevance increase
Match your landing page headline to the ad copy using dynamic keyword insertion or URL parameters. If someone searches "enterprise CRM software," your landing page headline should say "Enterprise CRM Software" not "CRM Solutions."
Real Client Case Study: B2B SaaS CRO Transformation
Before CRO (Baseline Metrics)
- Traffic: 10,000 visits/month
- Conversion Rate: 1.2%
- Conversions: 120/month
- CPA: $215
- ROAS: 2.1x
After CRO Implementation (90 Days Later)
- Traffic: 10,000 visits/month (same)
- Conversion Rate: 4.1%
- Conversions: 410/month
- CPA: $63
- ROAS: 7.2x
Key Insight: Same traffic, 242% more conversions, 71% lower CPA, 243% higher ROAS.
Our 90-Day CRO Process
We follow a systematic three-month process to transform landing page performance:
Month 1: Audit + Quick Wins
- Comprehensive landing page audit
- Identify 5-7 quick wins (speed, above-fold CTA, form reduction)
- Implement quick wins
- Establish baseline metrics
Month 2: A/B Testing (20+ Tests)
- Test headlines (3-5 variations)
- Test CTAs (copy, color, placement)
- Test social proof placement
- Test form layouts
- Test hero images vs. video
Month 3: Implementation + Optimization
- Implement all winning variants
- Build secondary landing pages for ad groups
- Set up conversion tracking for micro-conversions
- Establish ongoing testing calendar
CRO Tools We Use
- Hotjar: Heatmaps and session recordings to see exactly how visitors interact with pages
- Google Optimize: Free A/B testing tool that integrates with Google Ads and Analytics
- PageSpeed Insights: Identifies speed bottlenecks and optimization opportunities
- Crazy Egg: Scroll maps, click maps, and user behavior analysis
- Custom Conversion Tracking: Track micro-conversions (scroll depth, video views, time on page)
"We were spending $18,000/month on Google Ads and getting mediocre results. Stratagem's CRO process didn't require us to increase ad spend—they just made our landing pages convert 3x better. Same budget, triple the leads. It was like finding free money."
David Chen
CEO, SecureCloud Systems
Get a Free CRO Audit
Want to see what conversion rate optimization could do for your Google Ads campaigns? We'll provide a free CRO audit that includes:
- Analysis of your current landing pages
- Identification of 5 quick wins you can implement immediately
- Projected conversion rate and CPA improvements
- 90-day CRO roadmap
Request your free audit or learn more about our Google Ads management services.