Top of funnel google ads campaign not hardly converting, why?

[TZ1982]

Hi,

I really hope someone can help me with this.  I'm running two search ad campaigns and a google shopping campaign in google ads.

The search campaigns are targeting top-of-funnel keywords as the business doesn't have universally known collections which everyone would search for so they are just unique to my business.  So the campaigns are driving traffic but really converting whereas google shopping is converting because searchers are looking for particular products so they're lower down the funnel closer to aking a purchase decision.

I feel I've optimised the campaign well and for the most part, most keywords have 7/10 quality score. The landing page seems fine. However, our offering wasn't as strong as competitors so we've offered a discount the same as them to compete.

Since I started google ads we have nearly doubled our monthly revenue and the product types targeted in campaigns have increased in quantity sold so it seems it's having an effect but the campaigns aren't showing a good performance.

Does anyone have any suggestions or input that could help me? I looked at first interaction attribution model and even there it's not performing well which makes this even more difficult to resolve. I'm thinking I should enable USER id feature in Google analytics so i can track signed in users across devices which may then help attribute sales to paid search channel as I saw in search console that the keyword that generates the most traffic to the site is our brand name and we're not a well-known brand so makes me think they may be starting their buyer's journey on a work computer on their mobile and finishing on their computer at home as an example.  However, I don't believe this will be the main cause or solution as I would only have data for signed in users which still won't give me the full picture.

Also if the campaign is optimised effectively but conversions are minimal could not having many conversions affect quality score?

If someone can help or provide me with a different perspective it would be much appreciated.

Please let me know if I need to clarify or explain further. I hope I've made myself clear.

Thanks,

T

[TZ1982]

any ideas on my issue above please?