PPC: What is a Conversion?

PPC: What is a Conversion?

Now that we have explained how to ensure that your pay-per-click (PPC) campaigns are set up for success and provided essential landing page tips, this week, the bSoftware blog will be taking a closer look at conversions.

To put it simply, a conversion is an action that you want a user to complete once they have landed on your website by clicking on one of your PPC adverts. 

Typically, the most common type of conversions would be a user completing a purchase or filling out a form to find out more information about your product/service, but a conversion can also be something as simple as a page view or completing a specific file download.

What type of conversion you want a user to complete is dependent on what functionality is present on your website and what industry your business is in. We have listed a number of different conversion types below.


E-commerce sites are usually the most straightforward when it comes to conversions, as the aim of the website itself is to convert searchers into buyers. As such, when a user completes a purchase having landed on the e-commerce website through a PPC ad, this can be considered as a conversion.

Lead Generation

Lead generation is a useful process for many businesses as it allows them to build up a list of potential clients and the means to connect with them. This type of conversion is typically achieved with the potential customer filling out a quick form, signing up for a newsletter or by placing a phone call.


It is often difficult to truly identify measurable goals in a branding campaign, but this means that you can use a bit of creativity when establishing what a conversion is in this context. The most typical examples would be navigating to a certain page on the website, watching an embedded video or downloading a particular asset/ file.


Social campaigns aim to drive users to interact with your company’s social media accounts. So an example of a social conversion would be a user following one of your accounts, such as on Facebook, Twitter, LinkedIn, Instagram, or one of the many other popular social media websites.

  • PPC: CPC vs CPM Bidding
    July 12, 2017
    PPC: CPC vs CPM Bidding
    Read More
  • July 6, 2017
    5 Ecommerce Trends in 2017
    Read More
  • PPC: What is a Conversion?
    June 26, 2017
    PPC: What is a Conversion?
    Read More
  • Google: 5 Interesting Facts
    June 15, 2017
    5 Interesting Facts about Google
    Read More


We would love to hear about your project or marketing plans.

Fill in the form to email us, and we will be back in touch shortly.