Are you struggling with low CTR (Click-Through Rate) and budget underutilization in your Google Shopping campaigns? You’re not alone. Many advertisers face the same issue, and it often comes down to how your ads are structured, the quality score, and overall campaign optimization.
In this article, I’ll walk you through the reasons why your Google Shopping ads might not be spending your budget and how to fix low CTR issues step-by-step.
Understanding the Problem: Low CTR and Budget Not Spending
Let’s say you’re running Shopping Ads with a daily budget of €4 and a bid cap of €2 using “Maximize Clicks” bidding strategy. However, you’re only getting 4-5 clicks a day, and your CTR is hovering around 0.50%.
Despite what the Keyword Planner says (€1 bid range), you’re not getting the expected traffic. Here’s why:
- Low CTR signals low relevance
- Poor Quality Score impacts Ad Rank and CPC
- Low Quality Score can force you to pay more per click than competitors
How Quality Score Impacts Your Campaign
Quality Score is a critical factor in Google Ads and includes:
- Expected CTR
- Ad Relevance
- Landing Page Experience
If your score is low, you could end up paying €3-€4 per click even when the average is just €1. That’s because Google rewards high-quality ads with better positions and cheaper CPCs.
Steps to Improve CTR & Spend Your Full Budget
1. Optimize Ad Structure & Targeting
- Break down campaigns into smaller, tightly themed ad groups
- Use Single Keyword Ad Groups (SKAGs)
- Refine your keyword list for better intent matching
2. Improve Your Ad Copy & Relevance
- Write compelling, keyword-rich product titles and descriptions
- Include your main keywords in the ad copy
- Match ad copy closely with user intent and landing pages
3. Use Ad Extensions (Ad Assets)
Adding ad assets can significantly enhance your ad’s visibility and appeal:
- Callouts (Free Shipping, 24/7 Support)
- Structured snippets (Product types, categories)
- Location and phone extensions
- Ratings and reviews
These boost your CTR and improve Quality Score.
4. Revamp Your Landing Pages
- Ensure the landing page matches ad intent
- Use clear CTAs (Call-to-Actions)
- Improve loading speed and mobile responsiveness
5. Adjust Bidding Strategy
- Increase your bid cap temporarily to gain data
- Use Enhanced CPC or Manual CPC for better control
Example: Transforming a Weak Ad Into a Strong Performer
Before:
Plain title, no extensions, weak CTA
After:
Includes product ratings, location info, call extensions, and a price snippet
Result:
Higher CTR, better Quality Score, lower CPC
Final Thoughts
Low CTR and under-spending are usually symptoms of deeper issues in your ad structure and Quality Score. By following the steps above, you not only improve CTR but also boost conversions while reducing ad spend.
If you need a professional Google Ads audit or management, I’m here to help. As a certified Google Ads partner, I specialize in optimizing campaigns for Shopify, WordPress, and more.
Get in touch with me here or explore my Google Ads Services for 2025.
Ready to fix your Google Shopping Ads? Let’s optimize your CTR and scale your results today!