Within your Google Ads campaigns there are 3 main things that you should be concentrating on. Click through rate, Ad relevance and landing page experience.
In my experience with google Ads, I’ve found that many people simply don’t pay close enough attention to the landing pages on their website.
Many people will send the traffic from their campaigns to the home page of their website. Perhaps not realising the importance of specific and targeted landing pages.
There seems to be a tendency these days to concentrate more on making a website look good than making it able to convert sales.
I’m not saying a website shouldn’t look good. The design element is clearly a very important factor.