You’ve got the campaign running.
The clicks are coming in.
But something’s off.
No leads.
Or worse, leads that go nowhere. Just noise.
If that feels familiar, you’re not alone. A lot of small business owners quietly wonder if they’re doing something wrong… or if Google Ads just doesn’t “work for them.”
But the truth is, the gap between running ads and seeing results? It’s often just a few key missteps.
Let’s walk through the real ones, and what to do, practically, to fix them.
1. You Might Be Targeting the Wrong Keywords
This one sneaks up on people.
At first glance, your keywords might seem relevant. Logical even.
But if you’re using:
- Broad terms like “plumber” instead of “emergency plumber in Austin”,
- Or info-seeking searches like “how to fix a leaking tap”, when you’re actually trying to sell a service…
You’re likely pulling in clicks with zero buyer intent.
Fix this:
Go narrower. Think specific, local, and action-driven. Start with phrase or exact match, test broad match only when you’ve got conversion data to guide you.
2. You’re Getting Impressions… But No One’s Clicking
Your ad’s being shown, sure.
But nobody’s clicking. Why?
It could be that your headline just doesn’t connect.
Or maybe it’s too generic. And this happens, it feels like every other ad out there.
Also, are you using extensions? No? That’s a missed opportunity.
Fix this:
- Revisit your ad copy. Make it speak to the actual need behind the keyword. Add urgency or a unique detail.
- Use sitelinks, callouts, call extensions, and location pins, they don’t just take up more space, they boost trust too.
3. Clicks Are Coming In, But Nobody’s Converting
This one frustrates people the most.
The ad works. The click happens. But then… nothing.
Here’s where most drop off:
- Landing page loads slowly
- It looks off on mobile
- The headline doesn’t match the ad they just clicked
- No clear CTA, or there’s too much going on
- There’s no social proof, just a form and hope
Fix this:
- Build landing pages with a single focus. Keep the offer simple.
- Make sure the CTA is above the fold.
- Show that others trust you; even just 2-3 testimonials or Google review badges can make a difference.
4. You’re Getting Leads, But They’re Junk
Not all leads are good leads.
If you’re getting contact forms from people asking if you’re hiring, or looking for “free help,” or totally outside your service area… that’s a targeting problem.
Fix this:
- Use negative keywords religiously. Words like “jobs”, “free”, “DIY”, “course” — block them out.
- Check your geo-targeting. Make sure it’s set to “People in your targeted locations,” not “interested in.”
- Review your search terms report every week. Seriously, it’s gold.
5. Your Bidding Strategy Might Be Working Against You
If you jumped into “Maximize Clicks” thinking it would get things going fast…
You’re not wrong. But it’s also a bit like saying yes to every click, no matter how useless.
Fix this:
- Start with Manual CPC or Enhanced CPC.
- Put some boundaries in place.
- Once you’re collecting real conversion data, then move toward smarter bidding like Target CPA.
6. You’re Not Tracking Conversions Properly (or at all)
This one’s common.
You might think Google is “optimizing” but without conversion tracking? It’s really just guessing.
Fix this:
- Use Google Ads conversion tracking for form fills, calls, and purchases.
- Google Tag Manager helps a lot, especially when managing events cleanly across your site.
- Test your setup. Even one broken tag throws everything off.
7. Campaign Structure Is a Mess
It’s tempting to cram all your keywords into one ad group.
You’re in a rush. You think: “Let me just get it running.”
But poor structure kills clarity. You end up with one generic ad trying to serve ten different search intents.
Fix this:
- Break campaigns into clear themes, by service, location, or funnel stage
- Consider Single Keyword Ad Groups (SKAGs) if you want laser control
8. You’re Not Testing Anything
No A/B testing? Then you’re running on guesses.
Fix this:
- Test 2–3 ad variations in every ad group
- Test different CTAs, headlines, and layouts on your landing page
- Let the data surprise you, it often does
9. No Remarketing = Missed Warm Traffic
Most visitors don’t convert the first time. That’s just normal behavior.
But if you’re not bringing them back? You’re starting from scratch every time.
Fix this:
- Set up remarketing audiences in Google Ads
- Run Display or Search remarketing campaigns
- Show a different message the second time, maybe a discount, or a softer CTA
10. Your Budget Is Too Low for the Industry You’re In
If your average CPC is $9, and your daily budget is $10…
You’re not giving the campaign room to breathe.
Fix this:
One of two things:
- Increase your daily budget to get a meaningful number of clicks
- Or narrow your keyword focus to long-tail terms where CPCs are lower
How We Help You Turn This Around
At Visibility Gurus, our team don’t just “run Google Ads.”
We clean them up. We make them convert. And we do it in a way that respects your budget, not burns through it.
Here’s exactly what we bring to the table:
- Deep keyword intent research, we don’t just pull terms, we prioritize what actually converts
- Campaign rebuilds that are structured for clarity, testing, and growth
- Landing page audits or creation, if needed, focused on lead capture
- Conversion tracking across every key action
- Smart bidding layered only after real data supports it
- Negative keyword lists and weekly search term reviews
- Ongoing A/B testing + transparent reporting
We don’t outsource. We don’t guess.
And we don’t sell you on clicks. We care about what happens after the click.