Google Ads not getting leads? Nine things to check

When a Google Ads account spends money without producing enquiries, the cause is usually one of a handful of problems. The trick is checking them in the right order, so you don't rewrite ads when the real issue is a broken form.

These checks suit service businesses and lead generation accounts.

1. Make sure leads are actually missing

Before changing anything, compare Google Ads with reality:

• Are enquiries arriving that Google Ads isn't recording?
• Is the contact form actually reaching your inbox?
• Are calls going to a number that's answered?

If enquiries are arriving but not showing as conversions, the problem is tracking, not the campaigns. Fix that first, because automated bidding relies on it. The guide to conversion tracking for service businesses covers how.

2. Read the search terms report

Keywords are what you bid on. Search terms are what people actually typed. Open the search terms report and look for:

• Searches for jobs, training, DIY or free versions
• Services you don't offer
• Competitor or brand names you didn't intend to target
• Locations you don't serve

Add irrelevant searches as negative keywords. If most of the spend is going on poor matches, tighten your keywords before doing anything else.

3. Check your location settings

By default, Google Ads targets people who are in, regularly in, or have shown interest in your chosen locations. For a local service business, that can include people searching about your area from somewhere else.

If you only serve people who live or work locally, consider switching to the "Presence" option, which targets people who are likely to be in your area. Also check the location report to see where clicks are coming from.

4. Look at budget and focus

A small budget spread across many services, locations and keywords rarely gets enough clicks anywhere to produce leads. Signs of this include ads that stop early each day and campaigns with only a handful of clicks a week.

Concentrate the budget on your most profitable service and the searches most likely to lead to work. Expand once that's producing enquiries.

5. Match the ad to the search

Someone searching "emergency plumber Perth" wants to know you can come quickly and that you cover their area. An ad about your company history won't get the click, or will get it from the wrong person.

Group closely related keywords together, and write ads that repeat what the searcher asked for and say what happens next.

6. Send people to the right page

Sending every click to the homepage makes people hunt for what they searched for. Send each group of searches to the page about that service.

The page should:

• Confirm the service and area in the first screen
• Show why people can trust you
• Make it easy to call or enquire, especially on a phone
• Load quickly on mobile data

The service business website checklist goes through this in more detail.

7. Check the offer and the competition

Search the same terms your customers use. Look at the other ads and pages. If competitors offer instant quotes, prices, guarantees or online booking, and you don't, people may compare and choose them.

8. Give the account enough time and data

Automated bidding learns from conversions. A new campaign, or one that has just had big changes, may need a few weeks of data before it settles. Avoid changing bidding strategies and budgets every few days.

9. Check what happens after the enquiry

Sometimes the leads exist but don't turn into work. Slow replies, missed calls and forms that go to an unchecked inbox all lose customers. Note how quickly each enquiry gets a response and how many become booked jobs.

Frequently asked questions

How long should I give Google Ads before judging it?

It depends on budget and how many enquiries you'd expect. A few weeks of steady spending is usually needed to see patterns. Judge on enquiries and booked work, not just clicks.

Why am I getting clicks but no calls?

Common causes are irrelevant searches, a landing page that doesn't match the search, a phone number that's hard to tap on mobile, or calls that aren't being tracked. Check the search terms report and test the page on your phone.

Should I target my whole city or just nearby suburbs?

Target the area you can serve profitably. Start where you most want work, check the location report, and expand if those areas perform.

Is Performance Max a good choice for lead generation?

It can work, but it relies heavily on accurate conversion tracking. Without good data on which leads matter, it's harder to control. Many service businesses start with search campaigns.

How Kleari can help

I review and manage Google Ads accounts for service businesses and ecommerce brands. A review covers conversion tracking, the searches you're paying for, campaign structure and the landing pages receiving traffic. From there we agree whether to fix the account or move to ongoing management. Advertising spend is separate from my fee.

See Google Ads management or book a call.