Why Your Google Ads Aren’t Converting (And What to Do About It)

A luxury kitchen design company recently came to me, frustrated that their Google Ads were burning through cash but barely delivering any leads. They’d spent thousands, yet most of their budget was wasted on irrelevant searches, and their ads weren’t doing enough to hook the right people. Sound familiar?

You’re not alone. Google Ads can be a goldmine, but only if they’re set up and optimised properly. Let’s dive into the biggest reasons why your ads aren’t converting—and, more importantly, how to fix them.

1. Not Defining a Clear Conversion Goal

Before spending a penny on ads, you need to know exactly what you’re trying to achieve. Are you looking for sales, lead form submissions, bookings, or phone calls? Without a defined goal, you’ll struggle to measure success and optimise accordingly.

How to Fix It:

• Set a clear, measurable goal for each campaign.

• Ensure Google Ads conversion tracking is correctly configured.

• Use Google Tag Manager and GA4 to track key actions accurately.

For a deeper dive into conversion tracking, check out Where to Start with Google Tag Manager & Ecommerce Tracking.

2. Poor Landing Page Experience: Where Most Conversions Die

Your ad might be great, but if your landing page doesn’t deliver, your conversions will tank. Many businesses make the mistake of sending traffic to slow, cluttered, or irrelevant pages.

Common Issues:

• Slow load times (Google expects under 3 seconds, ideally under 1 second).

• Weak or confusing CTAs.

• A disconnect between the ad promise and the landing page content.

How to Fix It:

• Optimise for mobile and ensure fast loading speeds.

• Use a clear, compelling CTA that tells users exactly what to do.

• Align your landing page message with your ad copy.

Learn more in How to Create High-Converting Landing Pages for Google Ads.

3. Weak Ad Copy: Why Clicks Aren’t Enough

Getting clicks is one thing—getting conversions is another. If your ad copy is misleading, generic, or fails to match search intent, people will leave without taking action.

How to Fix It:

• Write ad headlines and descriptions that align with what users are actually searching for.

• Use ad extensions (site links, callouts, structured snippets) to add credibility and detail.

• Focus on benefits, not just features, to make your offer compelling.

Discover 5 Tips for Improving Your PPC.

4. Targeting the Wrong Audience

Even the best ads won’t work if they’re shown to the wrong people. Broad targeting, irrelevant locations, or mismatched audience settings can burn through your budget fast.

How to Fix It:

• Use keyword match types strategically (Exact, Phrase, Broad carefully).

• Adjust location and demographic filters to ensure relevance.

• Implement retargeting to capture users who have already shown interest.

For local targeting strategies, check out How to Advertise Locally with Google Ads.

5. Budget & Bidding Mistakes: Paying for the Wrong Clicks

Spending too much on low-intent traffic or failing to adjust your bidding strategy can make your campaign unprofitable.

How to Fix It:

• Choose the right bidding strategy for your goals (Max Conversions, Target CPA, Manual CPC for more control).

• Regularly review CPC vs. ROAS to ensure profitability.

• Use negative keywords to block irrelevant traffic.

For a closer look at bidding strategies, read Google Ads for SMBs: How to Get More Bang for Your Buck.

6. Ignoring Conversion Tracking: Flying Blind

If you’re not tracking conversions properly, you have no way of knowing what’s working and what’s not. Many businesses fail to set up tracking correctly, leading to wasted ad spend.

How to Fix It:

• Use Google Tag Manager and GA4 to track form submissions, purchases, and calls.

• Regularly test conversions in Google Ads to confirm accurate tracking.

• Fix common errors like duplicate conversions or missing tags.

7. A/B Testing & Continuous Optimisation: The Key to Long-Term Success

Google Ads isn’t a set-it-and-forget-it platform. The best-performing campaigns are constantly tested and refined.

How to Fix It:

• Run A/B tests on ad copy, landing pages, and audience segments.

• Use Google Ads Experiments to compare different strategies.

• Optimise based on real data, not guesswork.

Check out How AI is Revolutionising Digital Marketing to stay ahead of new trends in optimisation.

Final Thoughts

Low conversions aren’t a mystery—they’re a sign that something in your campaign needs fixing. The best campaigns match the right audience with the right message and a seamless landing page experience.

Need help auditing your Google Ads? Book a free 30-minute consultation and let’s optimise your campaigns for better results.

FAQs

1. I’m getting loads of clicks but barely any leads—what’s wrong?
   This usually means one of two things: either your landing page isn’t doing its job, or you’re attracting the wrong people. Check that your page loads quickly, has a strong CTA, and delivers what your ad promises. Also, review your targeting to ensure you’re reaching buyers, not just browsers.
2. My Google Ads are getting expensive but not delivering results—what can I do?
   First, check where your budget is going. Are you bidding on high-intent keywords? Are you excluding irrelevant traffic with negative keywords? Also, ensure your bid strategy aligns with your goals—sometimes, switching from automated to manual bidding (or vice versa) can make all the difference.
3. How can I tell if my Google Ads tracking is working properly?
   Go to your Google Ads account and check your conversion actions. If numbers look off, use Google Tag Manager and GA4 to verify everything is tracking correctly. Test conversions manually by completing a form or making a test purchase.
4. Should I focus on broad or exact match keywords?
   It depends on your budget and goals. Exact match ensures you’re targeting highly relevant searches, but it limits volume. Broad match can bring in more traffic, but it needs tight negative keyword lists to filter out irrelevant clicks. A mix of phrase and exact match usually works best.
5. How long does it take to see real results from Google Ads?
   If set up correctly, you can start seeing results in days, but optimising for profitability takes time. Expect to spend at least 2-4 weeks refining your targeting, ad copy, and bidding strategy before hitting peak performance.

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