Google Ads can be a powerful growth tool for banks and credit unions—but only if they’re managed correctly.

Too often, financial institutions pour money into paid search campaigns with little to show for it. The clicks are expensive. The conversions are low. The ROI? A mystery.

If that sounds familiar, don’t worry—you’re not alone. Many banks fall into the same traps when managing Google Ads campaigns. In this post, we’ll walk through five signs your bank’s ad budget is being wasted—and what you can do to fix it.

1. You’re Targeting the Wrong Audience (or Everyone)

When your ads aren’t reaching the right people, you’re paying for irrelevant clicks—and wasting budget fast.

Common red flags:

  • Your ads are showing outside your geographic service area
  • You’re not excluding job seekers, competitors, or out-of-market searchers
  • You’re relying on “broad match” keywords without enough filters

How to fix it:

  • Use location targeting: Limit your ads to ZIP codes, counties, or a mile radius around branches
  • Apply negative keywords: Exclude terms like “jobs,” “Canada,” or broad modifiers like "free", which can attract low-quality searches (e.g., "free money"). But if your product really offers something free, like no monthly fees, it's still smart to use that in your ad copy to drive clicks from the right audience.
  • Layer in audience insights: Target by income bracket, age, or in-market behaviors when appropriate

61% of ad spend is wasted due to poor audience targeting.
(Source: WordStream)

2. Your Click-Through Rate (CTR) Is Low and Falling

Your CTR tells you how often people click your ad after seeing it. A low CTR means your message isn’t connecting—or your targeting is off. Worse, it lowers your Quality Score, increasing your cost-per-click.

Typical issues:

  • Generic or unengaging ad copy
  • Unclear calls-to-action
  • Misaligned messaging (e.g., promoting CDs to someone searching for checking accounts)

How to fix it:

  • Write ad copy that’s specific and value-driven
  • Include product benefits, urgency, or unique selling points
  • Use keywords in your headline and match ad copy to the landing page
  • Test different CTAs like “Open Today,” “Compare Rates,” or “Get Pre-Approved”

Ad Copy Comparison

Basic: “Banking Made Simple | Apply Now”

Better: “Open a Free Checking Account in Iowa | No Monthly Fees”

Tip: "Free" works well in ad copy when it highlights a real benefit, just make sure you're filtering out irrelevant searches with negative keywords.

3. You’re Bidding on Broad, Ineffective Keywords

“Bank,” “loans,” or “financial help” may sound useful—but in Google Ads, broad keywords often attract the wrong kind of traffic. You’ll spend a lot for low-quality clicks that never convert.

How to fix it:

  • Use long-tail, intent-based keywords like:
    • “Open business checking account near me”
    • “First-time homebuyer loans Iowa credit union”
  • Set up negative keywords to block unqualified traffic
  • Consider using Phrase Match or Exact Match to reduce wasted impressions

Pro Tip: Revisit your Search Terms Report weekly to identify (and eliminate) bad clicks.

4. You’re Sending Traffic to the Wrong Landing Page

Sending all ad clicks to your homepage is like inviting someone to a party and making them find the address on their own. It’s a fast track to high bounce rates and lost leads.

How to fix it:

  • Create dedicated landing pages for each ad group
  • Match the page content to the keyword and ad
  • Include:
    • A clear headline
    • A brief benefit statement
    • Trust signals (FDIC insured, testimonials, logos)
    • A strong CTA (apply now, schedule a call, open online)

Landing pages tailored to PPC campaigns can increase conversion rates by 200%.

(Source: Unbounce)

5. You’re Not Tracking Conversions (or Any Results)

If you’re not tracking what’s working, you’re flying blind. Unfortunately, many banks still run ads with no defined KPIs, no tracking pixels, and no performance benchmarks.

How to fix it:

  • Set up conversion tracking in Google Ads and Google Analytics
  • Track specific actions like:
    • Form submissions
    • Phone calls
    • Application completions
    • Mobile app downloads
  • Review performance monthly and adjust based on actual data—not guesses

Don’t Let Your Ad Budget Disappear

forbinfi works with banks and credit unions across the country to audit, rebuild, and optimize underperforming Google Ads campaigns.

If your click costs are high and conversions are low, we can help.
Learn More About SEM

How forbinfi Helps Banks Maximize Google Ads ROI

We understand the financial space. We know what your customers are searching for, what regulators require, and how to get more out of your ad spend.

Our Google Ads services include:

  • Custom keyword and audience targeting
  • Strategic budget allocation and bidding
  • Compelling, compliant ad copywriting
  • Landing page creation designed for conversions
  • Transparent reporting and optimization

Advertisers who optimize campaigns monthly see 2x higher ROI than those who don’t.

(Source: HubSpot, State of Inbound)

Key Takeaways: Don’t Settle for Underperforming Ads

  • Poor Google Ads performance usually isn’t the platform’s fault—it’s fixable
  • Focus on improving targeting, keywords, messaging, landing pages, and tracking
  • Every dollar should work harder for your institution
  • With the right strategy, paid search can drive qualified leads and real growth

Let forbinfi help you turn a struggling campaign into a high-performing one.
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