Clicks without enquiries usually means a website problem
We hear it all the time: "Google Ads doesn't work for my business." Then we look at the account and find the ads are doing their job. People are clicking. They're just not calling or filling in the form once they land.
Because we build websites and run Google Ads, we see both sides. These are the eight problems we find most often, and what to do about each.
1. Every click goes to the homepage
Someone searches for "bathroom renovation Miranda", clicks your ad and lands on a homepage covering ten services. Now they have to go looking. Most won't.
Fix: send each campaign to a page built for that service, with a headline that matches what they searched.
2. The page is slow on mobile
Most Google Ads clicks for local services happen on a phone. If the page takes too long to load, people hit back before they see anything, and you've still paid for the click.
Fix: compress images, remove heavy sliders and scripts, and test the page on an actual phone, not just a desktop.
3. The page doesn't match the ad
If the ad promises a free quote and fast turnaround, the page should say the same thing straight away. When the message changes, people feel like they've landed in the wrong place.
Fix: carry the ad's main promise through to the headline and first screen of the page.
4. The phone number is hard to find
For trades and local services, calls are often the best leads. Yet we regularly see numbers buried in the footer, or shown as text you can't tap.
Fix: put a tap-to-call number at the top of the page on mobile, and repeat it further down.
5. The form asks too much
Every extra field is another reason not to finish. Asking for a full address, budget and project details before someone has even spoken to you puts a lot of people off.
Fix: ask for name, phone and email, plus one or two genuinely useful questions. Get the rest on the call.
6. There's no proof
People are deciding whether to trust you in a few seconds. Stock photos and vague claims don't help.
Fix: show real photos of your work, reviews from real customers, licences, years in business and the suburbs you service.
7. There's no clear next step
When a page has five different buttons, links to social media and a newsletter sign-up, people don't know what you want them to do.
Fix: pick one main action, like calling or requesting a quote, and make it obvious throughout the page.
8. Tracking is broken
Sometimes the enquiries are coming in, but nobody can tell which ads they came from. Without proper tracking, you end up cutting campaigns that work and keeping ones that don't.
Fix: track form submissions, calls from the ads and calls from the website, and check it's all recording correctly in Google Ads.
Fix the page, then fix the ads
Improving the landing page is often the cheapest way to get more leads from Google Ads, because you're getting more from the clicks you're already paying for.
If you're getting clicks but not enough enquiries, send us your website and we'll show you the first things we'd change, on the page and in the account.
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