Why your Google Ads aren't converting (and what to check first)

Clicks are coming in, but enquiries aren't. It's one of the most frustrating spots to be in. Before you increase spend or give up on Google Ads altogether, check these in order.

1. Is conversion tracking actually working?

A surprising number of accounts are tracking the wrong thing, double-counting or tracking nothing at all. Submit a test enquiry and confirm it shows up in the reports you actually use. Without reliable tracking, every other decision is guesswork.

2. What are people actually searching?

Open the search terms report. You'll often find budget going on searches that were never going to convert: job seekers, people looking for free versions, or entirely different services. Add negative keywords and tighten match types.

3. Does the ad match the page?

If someone searches for a specific service and lands on your generic homepage, they'll often leave. Send each group of keywords to the most relevant page, ideally one built for that search.

4. Is the landing page doing its job?

If the answer is not obvious, work through the structure before you touch the bidding.

• Does the headline match what they searched for?
• Is there one clear next step?
• Does it load quickly on a phone?
• Is there proof: reviews, logos, results?
• Is the form short enough?

5. Are you targeting the right places and times?

Check location settings, especially whether you're targeting people in your area or people merely interested in it. Look at which days and hours bring enquiries and adjust accordingly.

6. Is the offer strong enough?

Sometimes the ads and pages are fine, but the offer isn't compelling compared with competitors. Look at what they're promising and ask honestly whether yours stands out.