Why Aren’t My Google Ads Leads Turning Into Customers?
I often hear from potential clients that their Google Ads campaigns are working great and driving tons of leads. But when they follow up and try to move to next steps, nothing happens. The phone number doesn’t work, the email bounces, or the person is looking for a service the business doesn’t even offer.
Why does this keep happening specifically with leads from Google Ads?
At Clicks by K, we help clients diagnose exactly this problem: why their campaigns aren’t reaching the right users. Several things can cause it, and it shows up across many accounts. Here are the first places we look.
1. What type of placement is driving your lead volume?
Are your leads coming from users actively searching on Google? Or from people who simply saw your ad in a display placement? Or from your Performance Max campaigns?
Each campaign type and placement performs differently, both in the results it delivers and in the quality of the leads. Some placements are well known for producing poor-quality leads. The first thing to do is make sure most of your budget isn’t going into them.
2. What do your search terms look like?
You may be targeting keywords that are highly relevant to what you offer, but Google takes those keywords and matches them to various other searches it considers related.
Your search terms report shows what users actually typed before clicking your ad. Use it to confirm those searches have the right intent and are looking for the services you actually provide. If what people search for doesn’t match what you offer, it’s no surprise those leads never become customers.
Real client example: I had a water filtration company say that a lot of leads were calling to pay their city water bill. And when I looked at his search terms, right there at the top was: pay water bill, las vegas water district, las vegas water bill pay. Go figure. We blocked those terms, and the bill pay calls stopped.
3. What time of day are your leads coming in?
If a lot of your leads arrive overnight, between midnight and 6 a.m., that’s a strong sign they’re bots or spam.
By turning your ads off overnight and running only when your customers are most likely to be looking for your services, we can focus your budget on a better-quality audience and start driving better-quality leads.
Ready to start driving better leads from Google?
Are your Google Ads campaigns driving a high volume of leads that just aren’t turning into customers, and you can’t figure out why? We’re here to help you stop wasting budget on the wrong thing!
Reach out to schedule a free consultation. We’ll talk in more depth about your specific needs and see if it makes sense to work together, so you can start getting leads that actually turn into customers.
