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Meg Smales

For the majority of my B2B (business-to-business) clients, form completions and leads are the primary goals of any Google Ads campaign. But, as a PPC specialist, I have found that the power of micro conversions are equally as important.

In this article, you’ll discover why micro conversions are an important consideration when it comes to your B2B PPC campaigns.

So, what exactly is a micro conversion?

Google defines a micro conversion as:

“A micro conversion is a completed activity, such as an email signup, that indicates the user is moving towards a macro conversion.”

Since Google has moved to an automated bidding strategy, completing your conversion funnel with micro-conversions enables you to see a complete picture. For some B2B s, a PPC campaign does not mean a guaranteed conversion on the first and only visit.

What’s the difference between a macro and micro conversion?

A macro conversion is the end goal you wish your potential customer to complete. This could be a form completion or a purchase. There may be a period where the user is researching, considering your product and brand before completing the form. This is especially true for users who have never visited your site before, which is where a micro conversion would be used to bridge the gap between research and action.

For many of my clients, their Google Ads strategy covers the full marketing funnel including brand awareness, and this makes micro conversions even more important. We understand that justifying Google Ad spend is vital for every business. I am often beating the drum of adding micro conversions to an account as I have seen big results from something so small.

Some examples of micro conversions include video views, social button clicks, downloadable guides, or clicking a button to read more content. Although this is not an action we deem as a lead, it shows that the user is engaged on your site, and they may not be ready to convert yet, but they could in the future (hello remarketing campaign).

Take our parent company, Elixirr, as an example. Their main goal was to gain completed ‘contact us’ forms and job applications. Month on month, I was presenting limited conversions as, despite ongoing optimisation, they never seemed to get past 1 or 2 per month.

In November 2021, with some help from our internal (Conversion Rate Optimisation) team, we were able to establish secondary goals that were equally as important. We found that users were reading content and engaging in videos, looking for more information, and following team members on LinkedIn. With this information, we tracked those actions and added them to the Google Ads account as micro conversions which increased the conversion rate from 0.06% in November 2021 to 2.05% in December 2021. This resulted in a 192% increase in contact us form completions month on month, and a 190% increase in job applications, which has continued to improve throughout January.

Enabling a small change such as micro conversions has achieved a big change in leads for this account. Although micro conversions are not always considered part of the overall conversion rate, they are a great indicator of how effective your funnel is, even if they are only used in the background of the account. For me, micro conversions have enabled me to show what good looks like, which has led to an increase in quality as well as overall goal completions.

If you are considering your Google Ads strategy or your current strategy isn’t working for you, speak to our experienced team of experts.

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