Hi there, it’s Chris here from PPC Geeks.
I often get asked about CRO, and yes, it’s important, but only after you’ve fixed the fundamentals, and the best part is it doesn’t require altering your ad budget.
If your Google Ads account is poorly structured or sending the wrong traffic, tweaking button colours is pointless.
Sometimes agencies hide behind poor web designs when they’re struggling to get the traffic right.
We see so many basic fundamentals missed when we audit accounts, and no amount of CRO tweaking will make any difference if those elements aren’t right.
So, are you focusing on the right things?
Or take the restaurant site with flashy visuals but no booking function or even a phone number on the homepage.
CRO begins with the right traffic arriving at a site that actually works and gives customers an easy way to give you money (buy a product, make an enquiry or speak to a real human!)
Of course, testing ad copy, campaign types, and creative is vital.
But you can have perfect ads and keywords and still lose sales if your site isn’t set up to convert.
You need to get the foundations right.
Proper account structure and strategy send the right people to the right pages in the right order.
And don’t just send all your traffic to your homepage!
Only once things are set up right should you optimise headlines, images, forms, and UX through A/B testing.
Tools like Google Optimize and Hotjar are powerful, but only after you’ve fixed glaring errors.
Unless you’re spending over £10k a month on ads, these tools distract; traffic volumes won’t yield statistically significant data for most tests.
Just because CRO is a neat acronym doesn’t mean it’s a fix-all.
Start by auditing your account structure: campaign hierarchy, keyword themes, and landing page relevance.
Then audit your funnel: bounce rates, session recordings, and form abandonment reveal real issues.
Once the foundation is solid, CRO becomes a multiplier – not a sticking plaster.
Clients who nail structure and strategy first see CRO amplify results rather than just paper over cracks.
So before you draft your next test roadmap, ask yourself: is my traffic relevant, and does my site work?
Fix those core issues, and then let CRO compounding drive real, measurable growth.
Need help? Start with an audit from our team—you’ll get simple, actionable insights fast.
Cheers.
~ Chris
Co-Founder & Chief Geek
PPC Geeks ~ The UK’s leading specialist PPC Agency.
