Why your Google Ads get clicks but no conversions

Before concluding you have no conversions, prove you would see them if you did. Test the form yourself and confirm the conversion registers within 24 hours. Check that phone calls, WhatsApp taps and email clicks are tracked — for trades and local services, most enquiries never touch a form.

Also check for double counting and for conversions imported twice from Analytics and the Google tag, which makes the opposite mistake and flatters the numbers.

Open the search terms report and read the actual queries. If most spend is going to research phrasing — "how to", "what is", "free", "jobs", "DIY" — the campaign is working correctly and buying the wrong people.

This is the single biggest cause and the easiest to fix: block the patterns, tighten match types, and watch cost per conversion move within days.

Someone searches "emergency drain unblocking Leeds" and lands on a generic homepage listing eight services. They bounce, and you paid £5 for it.

The headline the visitor sees should echo the words they typed, the price or response promise should be visible without scrolling, and the phone number should be tappable on mobile. Zevrion's landing page personalisation swaps the headline based on the query so this happens automatically rather than requiring twenty pages.

Long forms kill conversion rate. Every optional field costs you enquiries. Ask for the minimum needed to make contact and get the rest on the phone.

Check what a competitor ranked above you is offering. If three of them show free quotes, 24-hour response and reviews, and you show none of those, price is not the problem — trust is.

Paid clicks are perishable. A lead contacted within five minutes is far more likely to convert than one contacted the next morning, because the searcher contacted three other providers in the same session.

If enquiries are arriving and not becoming customers, the campaign may be fine and the response process may be the bottleneck. Measure that before spending more on ads.

When you have limited time, do it in this sequence: