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Want to know how many clicks it actually takes to get a conversion in your Google Ads campaigns? In this video, you’ll learn exactly where to find the Clicks per Conversion metric inside your account. This KPI is essential for understanding the real efficiency of your campaigns, especially when optimizing for ROAS or lead quality.

Formula: Clicks / Conversions

Tells you the number of clicks you burn through to get a sale or lead

Example: If you average 25 clicks per conversion and each click costs $2, you can already predict that conversions will cost around $50.

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Frequently Asked Questions:

What is Clicks per Conversion in Google Ads?It’s the average number of ad clicks it takes to generate one conversion.

Where can I find this metric in Google Ads?

You can add it as a column in the Campaigns, Ad Groups, or Keywords view by customizing your columns.

Why is this metric important?It tells you how efficient your campaign is at converting traffic — a lower number usually indicates better performance.

Is Clicks per Conversion available by default?No, you’ll need to manually add it through the “Modify Columns” menu in your reporting view.

What’s a good benchmark for Clicks per Conversion?It varies by industry, but a lower number generally means more effective targeting and ad copy.

What affects this metric the most?

Your ad relevance and landing page experience can all change this metric.
How can I reduce my Clicks per Conversion?

Improve your ad quality score, use negative keywords, and test stronger call to actions and landing pages.