“Why are we getting clicks but no enquiries?”
If that question feels painfully familiar, you’re not alone. Many businesses face the same issue: the dashboard looks promising, the spend keeps ticking up, yet the phone stays silent.
The good news is this usually isn’t a deep technical problem. It’s almost always the same small mistakes being repeated. Fix those, and your campaigns can shift from frustrating to profitable surprisingly quickly.
Let’s break this down clearly, practically and without jargon.
1) No Conversion Tracking
Without conversion tracking, you’re flying blind. You won’t know which ads bring enquiries and which ones waste money. As a result, every optimisation decision becomes guesswork.
What to do now:
- Set up Google Analytics 4 on your website.
- Track at least three actions: form submissions, WhatsApp clicks, and call clicks.
- Import those conversions into Google Ads.
- Test that each one fires correctly.
You’ll instantly gain visibility. And visibility equals control.
2) Using Broad Match Too Early
Broad match can be useful, but only when your account already has reliable data. Starting with it too soon leads to irrelevant traffic and quickly drains your budget.
Do this instead:
- Begin with Exact or Phrase match keywords.
- Add a basic list of negative keywords such as: free, cheap, DIY, job vacancies, tutorial.
- Review your Search Terms Report weekly and continue blocking irrelevant phrases.
Once the account builds history, you can introduce Broad match gradually and strategically.
3) A Slow or Confusing Landing Page
People click. The page loads slowly. They close the tab.
This happens more often than most businesses realise. Page experience matters. A lot.
Optimise your landing page by:
- Using a clear headline at the top that states the benefit and location.
Example: Air Conditioning Repair in London. Same-Day Service Available. - Displaying 2 to 3 customer testimonials with real names or photos.
- Choosing one call-to-action. WhatsApp, Call, or Form. Not all three competing.
- Compressing images so the page loads quickly.
The goal is clarity and speed. If your message isn’t immediate, the visitor leaves.
4) Switching to Automated Bidding Too Soon
Automated bidding strategies like Target CPA or Target ROAS work extremely well, but only when the system has enough conversion data to learn from.
Try this instead:
- Start with Maximise Conversions for the first few weeks.
- Once you’ve collected 15 to 30 conversions, switch to Target CPA.
- Avoid making dramatic changes daily. Let Google’s learning phase stabilise.
Google Ads performs best with consistent data and patience.
5) Misaligned Keyword Intent and Ad Messaging
Not all keywords express the same need. Someone searching “emergency electrician” doesn’t want a quote next week. They want help now.
Likewise, “price to install CCTV” reflects research mode, not urgency.
The fix:
- Group keywords by intent, not just topic.
- Write ads that match that intent clearly.
- Emergency query? Highlight speed.
- Pricing query? Highlight transparency.
When the ad matches the mindset, the quality of enquiries improves instantly.
6) Ignoring Extensions and Google Business Profile
Ad extensions may seem small, but they boost both credibility and click-through rate.
Add these immediately:
- Sitelinks (e.g. Pricing, Reviews, FAQs)
- Callouts (e.g. Warranty included, Free visit, Certified technicians)
- Connect your Google Business Profile for map visibility and reviews.
These build trust before a user even clicks.
7) No Routine Account Review
Google Ads is not a “set and forget” platform. Even strong campaigns fade if left unchecked.
Weekly 30-minute routine:
- Review Spend, Conversions, Cost Per Lead.
- Check search terms and continue adding negative keywords.
- Pause weak ads and test one new headline variation.
- Increase budget slightly on campaigns that consistently perform well.
Small, consistent adjustments outperform large, reactive changes every time.
Quick Beginner Checklist
- GA4 installed and conversions imported
- Start with Exact/Phrase match
- Negative keywords in place
- Fast, clear landing page with one call-to-action
- Use Maximise Conversions first, then Target CPA
- Group ads by user intent
- Add sitelinks, callouts and Google Business Profile
- Review campaigns weekly
Final Thoughts
The secret to profitable Google Ads isn’t advanced tactics or complicated strategy. It’s getting the fundamentals right and improving them steadily over time.
Start simple. Track everything. Tighten your keywords. Make your message clear. Then scale.
Your results will follow.