Quick answer: Google Ads not working? Check conversion tracking, search terms, location settings and the landing page before changing bids or budget.
Your budget is being spent every day, clicks are coming in, and the enquiries aren’t. Before you switch Google Ads off, work through these eight checks. Most accounts that “don’t work” have one or two of these problems.
1. You’re showing for the wrong searches
Open the Search terms report (Campaigns → Insights and reports → Search terms). It shows what people actually typed before clicking. You’ll often find searches like “jobs”, “free”, “DIY”, “how to”, competitor names or services you don’t offer.
Fix: add them as negative keywords and tighten broad match keywords. Read negative keywords.
2. Location settings are too loose
By default, Google can show ads to people who are “in, or regularly in, or have shown interest in” your area. That can include people interstate or overseas.
Fix: in campaign settings, choose Presence: people in or regularly in your included locations. Read location settings that waste money.
3. Conversion tracking isn’t working
If Google can’t see enquiries, Smart Bidding optimises for nothing useful, and you can’t tell which keywords work. Check the Conversions column. If it’s zero but you know you’ve had enquiries, tracking is broken.
Fix: test your form and calls, and confirm conversions record. Read 7 signs your ad tracking is broken.
4. The landing page lets people down
Clicks without enquiries often means the page is slow, confusing or doesn’t match the ad. Read why people visit your page and leave.
5. You’re bidding for the wrong goal
“Maximise clicks” buys clicks, not customers. Once conversion tracking works and you have some data, switch to Maximise conversions (or target CPA once you have enough conversions).
6. Budget is spread too thin
Many campaigns and ad groups on a small budget means none get enough clicks to learn or show patterns. Consolidate into fewer campaigns built around your most profitable services.
7. Performance Max or Display is eating the budget
Performance Max and Display can show ads across YouTube, Gmail, apps and websites, which may bring cheap clicks of low intent. Check where spend is going (Performance Max now has channel reporting). For most service businesses, start with a Search campaign. Read Search vs Performance Max.
8. You stopped too early, or never optimised
Google Ads isn’t set-and-forget. Review search terms weekly at first, pause poor keywords and ads, and test new ad copy. Allow at least a few weeks of data before judging.
A 15-minute health check
- Search terms: anything irrelevant in the top 20?
- Locations: set to presence only?
- Conversions: recording correctly?
- Bidding: aimed at conversions, not clicks?
- Campaign types: is Display or Performance Max taking most of the spend?
- Landing page: fast and relevant on mobile?
Sources and further reading
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →