If you are running Google Ads and not receiving any leads or sales, you are not the only one. Numerous companies spend money on PPC advertising, expecting a constant inflow of inquiries and conversions, only to be met with insignificant outcomes and a waste of advertising budget. If this is your current situation, analyze your Google Ads campaign to determine what’s going wrong and fix it immediately.
This article will cover some of the issues that may be hindering your Google Ads results and how to resolve them.
1. Poor Landing Page Quality
An advertisement might generate impressions, but you will miss out on potential lead opportunities if it leads traffic to an underperforming landing page. Yes, you got it right. A landing page can be the #1 reason for not getting leads & sales from your Google Ads campaign.
Some common landing page problems are:
- Slow-loading webpage
- Poor mobile responsiveness
- Lack of a crystal clear CTA
- Information overloaded or underloaded
Solution:
Take Steps to ensure that your landing pages load quickly, are mobile-responsive, and are designed to convert visitors. Test different versions of your page to find the most effective design (A/B testing). Consult a Google Ads expert who can help you build a profitable landing page according to your business goals. You can also hire a professional web developer who can help you build a nice landing page for your Google Ads
2. Lack of Conversion Tracking
You cannot manage what you do not measure. Many advertisers do not have conversion tracking in place or haven’t set it up correctly.
If you don’t track the Form Submissions, Phone Calls, and Purchases,
- You may not know how your Google Ads is performing.
- Google Ads system may not know which keyword/ad/landing page is getting you the conversions and therefore, it can’t optimize your campaign for more conversions.
Ignoring tracking leads will prevent you from knowing what strategies are effective and what is wasting budget.
How To Fix It:
Conversion tracking can be enabled with Google Ads tags or Google Tag Manager. Make sure the tracking is working. Hire a professional web developer to do this job for you.
3. No A/B Testing or Optimization
Without active engagement to manage and improve PPC ads, they will quickly become outdated and start underperforming. So, if you don’t do regular testing and optimization, you will likely experience low or no leads and sales from your Google Ads campaign.
How To Fix It:
- Test varying ad creatives
- Try different landing pages
- Change bid strategies. Change bids on targeted keywords.
- Aggressively monitor and adjust.
An experienced Google Ads specialist will always ensure there is testing and optimization to maintain profits.
4. Too Small or Mismanaged Budget
Some budgets may be too small, and collecting data for optimization may take quite some time. On the other hand, poorly managed budgets can waste funds.
How To Fix It:
- Provide sufficient budget to gather enough data to know what strategies work.
- Pause underperforming campaigns.
- Reallocate ad spend toward higher-performing ads.
5. Ad Relevance & Quality Score Are Low
Google incentivizes advertisers who come up with relevant ads. If your ad does not align with the user’s search query or your landing page does not align with your ad, then be ready to suffer with a bad Quality Score.
Having a bad Quality Score means:
- Increased Costs per click (CPC)
- Lower Rankings of the Ad
- Low or no Conversions
How To Fix This:
- Ensure that the ad title and summaries correspond to your bidding keywords.
- Syndicate the advertisement copy to the controlling page’s contents.
- Continue to adjust your relevancy score and experience metrics.
6. Poor Ad Copies
In Google Search, bland or overly generic ads will receive no attention. In this case, failure is inbound. Even when the ad copy is compelling, potential customers will scroll past the advertisement, even if the targeting is flawless.
Challenges:
- Description and headlines that are too generic, resulting in alignment with competitors
- Absence of a clear value proposition or incentive
- Emotion or urgency is missing from the message.
What to Do:
- Standout by distinguishing your business with what makes it special (your USP)
- Use powerful benefits and attention-grabbing headlines in the descriptions.
- Apply urgency or incentives like “Limited Time Offer” and “Free Quote Today.”
7. Inappropriate Keyword Intent
Traffic is not enough. If the visitors are not ready to purchase, there is no deal. Targeting keywords with low commercial intent will result in clicks but no conversions, meaning no profit in the long term.
Problems:
- Addressing informational or research-centric keywords.
- Capturing audiences who are not ready to take action.
- Very low conversion rates despite high click volumes.
How to solve the above problems:
- Put more effort into high-intent keywords such as “buy,” “hire,” and “book service near me.”
- Employ keyword relevance using match type.
- Regularly review search terms and exclude low-intent traffic.
8. Weak Call-To-Action (CTA) Arguments:
- Lack of clear direction on visitor actions afterward.
- Weak CTAs such as ”Submit” and ”Click Here.”
- Low engagement on landing pages.
- Vaguely defined instructions for the following visitor interactions.
How to Fix:
- Strong action-based CTAs like “Get a Quote,” “Call Now,” and “Book a Demo”/
- Ensure the CTA is prominent and visually distinct on the landing page.
- Test variations and use the most effective hotspot message.
9. Not Utilizing Ad Extensions:
Ad extensions enhance your ad by providing more details, which makes it more interesting, enticing, and worthy of clicks. Without ad extensions, your ad risks appearing incomplete and unprofessional.
Problems:
- Ad extensions are not utilized to their full potential while capturing value opportunities, and space-related ads are not clickable, hence not adding any value.
- Deficient trust signals repel potential clientele, including contact details or supplementary site links.
How to Fix:
- Service pages can be advertised using sitelinks.
- Add Inscription Extensions to highlight key benefits.
- Call, site location, and structured snippet extensions can improve visibility and trust.
10. Lack of Mobile-friendliness
Your landing page needs to be quick and mobile-friendly because most clicks on ads come from mobile devices. Users won’t take any actions if mobile engagement isn’t optimized.
Problems:
- Mobile devices users face slow-loading pages.
- Mobile devices show non-optimized pages.
- Forms appear cumbersome on mobile.
How to Fix:
- Ensure the use of responsive design with fast-loading landing pages.
- Check the mobile usability of webpages for all devices.
- Create simplified forms with fewer fields and significant touch-friendly elements.
11. Lack Of Ad Scheduling
If your ads run during off times when the targeted audience isn’t active and your team cannot respond, it will waste your advertising budget.
Problems:
- Ads display during inappropriate hours.
- Leads come in, but the sales team is unavailable to follow up.
- High cost with low return ads during off-business hours
How to Fix:
- Analyze performance metrics by hour and weekday.
- Use ad scheduling to set ads during only high-converting times.
- Sync ad timing with the team’s schedule.
Conclusion:
Google Ads can be a fantastic asset for ranking and sales, provided they are configured appropriately. If you are not achieving your desired results from Google Ads, it’s about time you reconsidered the configuration, tactics, and overall implementation.
If you struggle with these matters, Google Ads can help you increase your lead influx, improve conversions, and make smart sales.
Would you like assistance? Hire a Google Ads consultant who knows your business’s interests and can convert pay-per-click advertising into an effective tool for generating leads and sales.