When you use Google Ads, it can be extremely irritating if many users select your ad, yet no one follows up with a phone call or email. While you continue to invest financially into attracting new customers via the internet, review the status of your campaign frequently, and are continually puzzled as to why you’re not receiving any customer inquiries.
The fact that your Google Ads campaign is underperforming doesn’t necessarily indicate a failure. The reason for poor performance may lie in the keywords that you’re using. Another possibility is that users arrive at your site only to realize that you don’t offer the product/service that they were searching for. Prior to investing more funds into advertising, consider reviewing several potential barriers to converting visitors into leads.
Are Your Ads Reaching the Right People?
The first thing you should do is find out who is clicking on your ads. For instance, if you are advertising website design services, and your ads show up when people search for “free website builders,” or “design tutorials,” then you will most likely get some clicks; however, these visitors aren’t likely going to buy anything from you.
Go to the Google Ads “Search Terms” report in order to view which search terms led to your ads being displayed. If you find irrelevant search terms, you should add the most relevant negative keywords. Make sure that your location targeting is set correctly for all locations where you offer your services.
It may be more effective to have fewer click-throughs by relevant individuals than to pay for many irrelevant visits.
Does Your Website Match What the Ad Promises?
When someone clicks your ad, what do you think is going to happen? Your customers expect to see the services, pricing, or solutions advertised in your ads. However, if they land on a generic homepage, where they must look for the relevant information themselves, it’s very likely they will exit.
For instance, when a person searches for Google Ads management, he/she will be directed to a page that provides him/her with the information about your advertising services, the process of working together, and ways to contact you. Ensure that the message is easy to understand, and also ensure that the next course of action is clear.
The look of your landing page is unimportant. What matters most is that you address the concerns of your visitors, and give them enough information to determine if what you offer will meet their needs.
Is There Anything Stopping Visitors from Contacting You?
The problem can sometimes be much simpler than what you believe. For example, a customer may want to use your services, however they will leave your site if it takes them too long to fill out the contact form (as it has too many fields), if the phone number is hard to locate, or if your site does not function correctly when viewed on mobile.
Take a look at your website as though you were a possible customer. Fill out the contact form, click the phone number, and browse the site on your smartphone. Make sure that all features are functioning as they should.
In addition, it can assist in explaining what occurs after someone makes contact with you. A straightforward explanation such as “I received your message” or “Let’s schedule our first meeting” may help to make the process seem less complicated.
Are You Giving People a Reason to Choose Your Business?
People will typically evaluate multiple businesses prior to purchasing. Your site simply states you offer quality service, therefore, your site visitors will be unable to determine how your business can meet their requirements.
Services Offered, Client Types, Customer Expectations. If applicable, include customer reviews that are genuine, completed works that are relevant, and an outline of your process for customers to understand when considering working with you.
Promises that are not feasible should be avoided. The clear presentation of information and evidence of your past accomplishments will make potential clients more likely to reach out to you.
Check Whether Google Ads Is Recording Leads Correctly
A second option to explore is if your campaign receives inquiries which are being recorded incorrectly.
For example, the contact form may be operational; however, you will have no way of knowing if anyone has used the contact form. Your phone calls or finished bookings may be absent from your report. As a result, the campaign will appear as if it was not as effective as what was actually accomplished.
Test your inquiry process and make sure you have reviewed your conversion tracking prior to implementing major changes. To learn about measuring website actions, consult Google’s conversion tracking guide.
How Designyze Can Help Businesses Find the Problem
Changing your keywords won’t always help if you are getting traffic from Google Ads but no one is contacting you. You need to make sure both your ad campaign and website are working together.
Designyze is a complete service digital marketing agency that specializes in various aspects of digital marketing which impact the success of a business (i.e. Paid Advertising, Website Experience, Conversion Optimization). When looking at each area as a whole, it helps businesses find out where their potential customers may be dropping off from their sales process and what should be addressed first.
Before you make changes or increase your advertising budget, it’s essential that you know what the actual issue is.
Final Thoughts
When you have an active Google Ads campaign that is generating clicks, but has yet to generate any leads, it does not mean that you should throw away all of your hard work and begin from scratch. Instead, there are many steps you can take to figure out why your ads aren’t performing well. For example, check what words people are using to find your site. Review how visitors interact with the first page they arrive at after clicking on one of your ads. Test whether visitors can complete your contact form without difficulty. Finally, make sure that Google Ads is tracking when a visitor completes a conversion (e.g., submits a contact form).
Sometimes simple adjustments will help to clarify the user experience. After you determine why visitors leave without contacting you, you’ll be able to decide more effectively on how to improve your campaign and use your money more wisely.
