---
title: "How to increase paid search conversions with personalization"
slug: "paid-search-playbook"
locale: "en-us"
description: "Learn how to create website copies, images, and layouts that dynamically change according to users' search terms."
published_at: "2024-01-18"
updated_at: "2025-12-05"
image: "https://storage.googleapis.com/croct-assets-b931d070/blog/How_to_increase_paid_search_conversions_with_personalization_13338f4e56/How_to_increase_paid_search_conversions_with_personalization_13338f4e56.png"
authors: ["Camila Shiratsubaki","Yasmin Gonçalves","Francine Nogueira"]
category: "Playbooks"
tags: ["Segmentation","Conversion Rate Optimization (CRO)","Dynamic Content","How To"]
canonical: "https://blog.croct.com/post/paid-search-playbook"
---

# How to increase paid search conversions with personalization

Optimizing paid search campaigns is not an easy game. You have to ensure consistency everywhere: on the ad title, image, landing page… If you are tired of [creating multiple landing pages](/post/how-to-create-multiple-landing-pages-faster.md) or worried that the rest of the website is not consistent with the initial search, we have good news for you.

By tracking user interactions within your ads and using UTMs, you can tailor your website content to match the specific search terms they used, creating a seamless experience that boosts engagement and conversions.

This article is a how-to guide to help you create personalized website experiences for users coming from paid search campaigns. Follow this step-by-step playbook to implement this strategy effectively.

> 💬 TLDR
>
> If you are a developer, you can use our template for [SaaS](http://croct.com/templates/use-case/saas/search-campaign) or [E-commerce](http://croct.com/templates/use-case/e-commerce/search-campaign) through our CLI instead of configuring this manually on the interface.

## How to create personalized website experiences for paid search campaigns

Creating an experience is as easy as defining which users you want to impact, what part of your website you want to change, and the personalized content you want to show them.

Start by heading to [Experiences](https://app.croct.com/redirect/organizations/-organization-/workspaces/-workspace-/experiences), click **New**, and choose a name for your experience. Now, we'll show you how to:

- Segment users based on specific search terms
- Select the slot you want to personalize
- And define which content you’ll display to them

### Audience

> ✨
>
> With Croct, you can use our [Contextual Query Language (CQL)](https://docs.croct.com/reference/cql/introduction) to define audience criteria. It is an English-based language that combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users.

With Croct, you can use the UTM parameters in your marketing campaigns (medium, source, campaign name, or term) to identify where the user is coming from. It is also possible to add two or more campaigns to the same audience using [or](https://docs.croct.com/reference/cql/expressions/operations/logical/or), [and](https://docs.croct.com/reference/cql/expressions/operations/logical/and), [starts with](https://docs.croct.com/reference/cql/expressions/tests/string/starts-with), [ends with](https://docs.croct.com/reference/cql/expressions/tests/string/ends-with), or [matches](https://docs.croct.com/reference/cql/expressions/tests/string/matches).

Click on **New audience** and enter a CQL expression that matches the target audience, like this:

```cql noLineNumber
campaign's term matches "some search term"
campaign's term matches "some search term" and campaign's source is "google"
user has viewed a campaign with term like "some search term" in the last 30 days
```

> 💬
>
> To use this strategy, you must ensure that all your campaigns' final URLs have the `utm_term` parameter.

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_Search_campaigns_audience_f6579f40ef/Playbook_Search_campaigns_audience_f6579f40ef.png?updated_at=2024-05-06T13:57:43.647Z "How to create an audience")

### Slot and content

Slots are any personalizable elements of your application.

![Three wireframes highliting hero section, product card, and subscription plan card slots you can personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_paid_search_fb84b8b710/Playbook_paid_search_fb84b8b710.png?updated_at=2024-06-17T10:55:15.350Z "Hero section, product card, and subscription plan card slot examples")

Some popular choices are the hero section, product cards, and subscription plan cards. Still, you can also personalize any page section to include targeted information.

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A search filter tab allows you to select the slot you want to personalize.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_Search_campaigns_slot_7c86e20af0/Playbook_Search_campaigns_slot_7c86e20af0.png?updated_at=2024-05-06T13:57:45.030Z "How to select a slot")

Select the slot you want to personalize, and finally, click on **Content** to specify elements such as images, copies, and button colors you want your audience to view. Be creative, and don’t forget to match the offer you’ve shown users on your ads.

![Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colours of the personalized content](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_Search_campaigns_content_c8ba8d39e8/Playbook_Search_campaigns_content_c8ba8d39e8.png?updated_at=2024-05-06T13:57:44.600Z "How to select personalized content")

### Extra options

Besides creating an audience, choosing the slot, and defining the content, you can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.

![Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.](https://storage.googleapis.com/croct-assets-b931d070/blog/Playbook_campaigns_options_31ee878239/Playbook_campaigns_options_31ee878239.png?updated_at=2024-04-30T13:18:27.495Z "You can schedule, prioritize, and choose a time zone for experiences")

Next, publish your experience or go to the preview to see the magic happen! ✨

## What's next?

Personalizing your website based on paid search campaigns helps maintain consistent messaging, capture user attention, and increase conversions.

Use campaign tracking to tailor content and explore other personalization strategies, such as targeting [organic search visitors](/post/organic-search-playbook.md). Start using these techniques with our platform to increase your conversion, reduce your CAC, and optimize your marketing results.

Need more inspiration? Browse other [playbooks](https://blog.croct.com/playbooks) and check some personalization ideas for [e-commerce](/post/ecommerce-personalization-ideas.md) or [SaaS](/post/saas-personalization.md).

Happy personalization!