36 %

of Quora users tend to buy brands they have seen advertised¹

38 %

of Quora users rank Quora the best platform for researching a product or service—ahead of Meta, Reddit and TikTok²

50 %

better cost per purchase compared to Google & Meta³

CampaignRecipe_Cover

Quora Ad Campaign Recipe Book

This guide breaks down the ingredients for Quora Ads success — the exact targeting, bid types, and ad formats that work for three core objectives: building your brand, growing website traffic, and driving performance results.

Download the playbook

Ad formats to drive results

Image_Example

Image Ads

Drive users directly to your landing pages with ads designed to capture attention and prompt immediate action. 

PA_Example

Promoted Answers

Convert researchers into customers by demonstrating expertise through detailed answers and guiding engaged readers directly to your solution with strategic CTAs.

LeadGen_Example

Lead Gen Forms

Capture qualified leads directly within the Quora platform using pre-filled forms that minimize friction. Perfect for B2B marketers and service providers looking to build their pipeline.

Conversion success stories

Webflow improves bottom funnel conversions on Quora

83% CPA improvement

152% Signup increase

When seeking to drive new customers and increase bottom-of-funnel conversions, Webflow paired Quora's Promoted Answers and interest targeting capabilities to reach a high-quality audience. This strategic approach resulted in an 83% improvement in cost-per-acquisition and a 152% increase in signups, while validating a new channel for their marketing mix.

Read the case study
BuildBrand_Example (1)

monday.com drives high-converting leads with Quora

20% Conversion rate

To acquire new customers for its team management platform, monday.com tested a variety of targeting strategies on Quora. After two months of testing and optimization, the team refined a combination of topic, retargeting, and keyword targeting to achieve a 20% post-click conversion rate and higher ROI than other advertising channels.

Read the case study
BuildBrand_Example

Atlassian boosts community engagement with Quora Ads

92% Lower CPCs

30% More engaged leads

Atlassian turned to Quora to drive more users to its community forum and increase engagement. By combining Topic and Keyword Targeting, Atlassian found its ideal audience, resulting in a 92% lower cost-per-click. While the team initially invested equally in a variety of new paid channels, Quora began to vastly outperform the other platforms. As a result, the Atlassian team shifted a large portion of their budget to Quora.

Read the case study
Atlassian (1)

Conversion optimization

Fine-tune your campaigns for maximum results.

QuoraPixel2 Quora Pixel

Install the Quora Pixel to track conversions, optimize campaign delivery, and build retargeting audiences. The pixel allows you to move beyond click-based optimization to focus on actual conversion events.

Conversion Conversion API

Implement Quora's Conversion API for enhanced measurement and optimization, particularly important in today's privacy-focused environment. This server-side solution provides more reliable conversion data to improve campaign performance.

Audience engagement Custom Audiences

Upload your CRM data to create custom audiences for retargeting your existing customers or building lookalike audiences with similar characteristics to your best converters.

Conversion campaign starter guide

Set up your campaign to drive conversions.

Objective

Select the Conversions objective and specify your target conversion event (purchase, lead form completion, add to cart, etc.). This ensures your campaign optimizes toward users most likely to complete your desired action.

Ads Manager Mock up

Audience strategy

We recommend a three-tiered approach:

Retargeting Website Visitors

Focus on users who've visited high-intent pages but haven't converted.

Pro tip: Create specific messaging for cart abandoners vs. product viewers.

Custom & Lookalike Audiences

Upload your CRM data to target existing customers or reach similar users.

Pro tip: Create lookalikes based on your highest-value customer segments

Contextual Targeting

Connect with users demonstrating interest in specific topics, keywords, and questions.

Pro tip: Later you can launch a separate Behavioral Targeting campaign to target users based on their past actions.

Targeting (1)

Bid strategy

Start with manual bidding (CPC or CPM) to establish a baseline. You can transition to CPC auto-bidding after 1-2 weeks of data. CPA bidding is available after 10+ conversions within 7 days. Set your target cost slightly higher than your eventual goal to gather sufficient data.

LeadGen_Example

Creative best practices

Include clear, specific calls-to-action that communicate the exact next step you want users to take. Highlight unique selling points and address common objections directly in your ad copy. For Lead Gen Forms, limit the number of fields to improve completion rates.

Budget and timeline

Allocate a minimum of $50 daily for at least 14 days to allow for proper optimization. Don't make major changes during this initial period as the algorithm needs consistent data to effectively optimize toward conversions.

DriveResults_Example

Sample campaign to drive results

Campaign Objective: Conversions

Budget: $100-200/day to start

Bidding Strategy: CPC (can switch to CPA once you have more data)

Targeting: Website visitor retargeting (high-intent pages)

Ad Format: Image Ads with strong offers

Success Metrics: Conversion Rate, CPA

Tips for high performing conversion campaigns

Optimize for quality, not just quantity

Focus on refining your targeting based on conversion data, not just clicks or engagement. The most valuable leads often come from users who spend time researching solutions.

Create a full-funnel strategy

Consider using Promoted Answers for top-of-funnel education that sets the stage for conversion-focused ads. This approach is particularly effective for complex products or services.

Layer your targeting approaches

Combine Topic and Interest targeting to help define your audience on Quora. Testing different targeting combinations will help find your optimal conversion audience.

Allow for proper optimization time

While some campaigns generate immediate results, we typically recommend allowing 14-21 days for full optimization before making significant changes to targeting or bidding.

 

“Our subscriber conversion rates on Quora are really good. People who install our app through a Quora ad go on to be subscribers at comparably high rates.”

 

Holger Seim

Chief Executive Officer, Blinkist

“We've been really excited about the CTR. I think it just goes to show how engaged the Quora community is. When users are looking for answers already, they're obviously going to be a bit more engaged.”

Lily Rouff

Social Media Strategist, DuckDuckGo

Essential conversion campaign setup checklist

Ensure campaign success with these steps:

✓ Set up Conversion API for accurate conversion tracking

✓ Define and set up key Pixel conversion events in your Quora Ads Manager

✓ Test targeting different Topics and Interests for performance

✓ Create audience segments based on website behavior

✓ Implement proper UTM parameters for attribution tracking

✓ Set up A/B testing for offers and creative elements

Frequently Asked Questions

Can’t find any answer for your question?
Ask our Help Center

What types of conversions perform best on Quora?

Quora excels at driving conversions that benefit from the platform's thoughtful, research-oriented environment. This includes complex B2B/SaaS products and purchases for higher-consideration consumer goods. The platform is particularly effective for conversions that require users to feel informed and confident in their decision.

How quickly should I expect to see conversion results?

While some campaigns generate immediate results, we typically recommend allowing 14-21 days for full optimization. Conversion campaigns require sufficient data to effectively identify and target users most likely to convert. Initial performance should be viewed as a learning phase rather than a final indicator of campaign success.

How can I lower my cost-per-acquisition on Quora?

Focus on refining your targeting based on conversion data, not just clicks or engagement. Test multiple ad variations to identify messages that resonate best with converting users. Leverage retargeting to re-engage users further down the funnel. Consider using Promoted Answers for top-of-funnel education that sets the stage for conversion-focused ads. Once you’ve proven out a strategy, switch to CPA auto-bidding and let Quora’s advanced machine learning optimize your bids in real time.

Book a free consultation with a Quora Ads expert.

Create a Quora Ads account and start reaching your audience today.