The Differences in Conversions Across Different Devices in Google Ads

Conversions Across Devices - Introduction

Google Ads campaigns reach users across multiple devices, including desktop computers, smartphones, and tablets. Each device type offers unique user behaviors, conversion rates, and cost-per-click (CPC) trends.

By understanding these differences, advertisers can optimize bidding strategies, landing pages, and ad formats to maximize ROI.

Conversion Rate Differences Across Devices

1. Desktop Conversions

Conversion Rate: Typically higher for complex purchases, B2B transactions, and high-ticket items.

User Behavior: Desktop users tend to conduct extensive research before purchasing, leading to a longer decision-making process but higher-quality leads.

Best for:

• eCommerce sites selling expensive or technical products
• Business-to-business (B2B) lead generation
• Software and SaaS subscriptions

2. Mobile Conversions

Conversion Rate: Generally lower than desktop but accounts for a majority of search traffic.

User Behavior: Mobile users exhibit impulse-driven behavior, making them more likely to engage with local searches, quick purchases, and app installs.

Challenges:

• Smaller screen sizes can limit form completion and checkout ease
• Distractions (e.g., notifications, calls) can interrupt conversion journeys
• Page load speed and mobile UX heavily impact conversion rates

Best for:

• Local services (e.g., restaurants, plumbers, ride-sharing)
• Retail stores with one-click purchase options
• App installs and micro-conversions (e.g., newsletter sign-ups, phone calls)

3. Tablet Conversions

Conversion Rate: Typically falls between desktop and mobile but varies by industry.

User Behavior: Tablet users engage with rich media (videos, interactive ads) more than mobile users, making them valuable for branding campaigns.

Challenges:

• Often used for browsing rather than purchasing
• Conversion rates depend on whether the user is in a casual browsing or serious shopping mindset

Best for:

• Interactive content and display ads
• eCommerce with visual-heavy product pages
• Luxury and high-end brands

Cost and Bidding Differences Across Devices

1. Cost-Per-Click (CPC) Variations

Desktop CPC is generally higher due to better conversion rates and more competitive bidding, especially for B2B and high-value keywords.

Mobile CPC can be lower, but it depends on the industry. For local businesses and on-the-go purchases, mobile CPC can match or exceed desktop CPC.

Tablet CPC is often overlooked but can vary depending on campaign performance.

2. Device Bidding Adjustments

Google Ads allows bid adjustments based on device performance:

• Increase bids for high-converting devices (e.g., desktops for B2B, mobile for local searches)
• Lower bids or exclude devices with poor ROI
• Monitor trends in Google Ads reports and adjust accordingly

Best Practices for Optimizing Google Ads Across Devices

1. Use Responsive Landing Pages

Ensure landing pages are mobile-friendly, fast-loading, and easy to navigate to maximize conversions across all devices.

2. Implement Cross-Device Tracking

Use Google Analytics & Google Ads tracking to monitor how users move across devices before converting.

3. Adjust Ad Creatives for Each Device

Tailor ad copy, visuals, and CTAs based on device usage. Example:

• Desktop Ads: Emphasize detailed product benefits and long-form content
• Mobile Ads: Use concise text, click-to-call buttons, and fast checkout
• Tablet Ads: Focus on high-quality images and interactive experiences

4. Don't Utilize Smart Bidding Strategies

Google’s Smart Bidding options (e.g., Target CPA, Maximize Conversions) use machine learning to optimize bids for Google in real-time across devices.

5. Monitor Performance & Refine Strategy

Regularly analyze conversion rates, cost-per-click, and return on ad spend (ROAS) for each device in Google Ads reports.