Why are my Google Ads not converting?
Most Google Ads accounts that don't convert have one of four problems. Check them in order before changing everything.
- We get clicks but no leads. Why?
- Is it the ads or the landing page?
- Should we pause the campaign?
When Google Ads get clicks but no conversions, check four things in order: whether conversion tracking actually works, whether the search terms match your buyers, whether the landing page continues the ad's promise, and whether the offer suits the buyer's stage. In our audits, broken tracking and irrelevant search terms explain most cases.
| Check | What to look for | Common fix |
|---|---|---|
| 1. Tracking | Do test conversions record? Are the right actions set as primary? | Fix tags, set demo or lead as primary |
| 2. Search terms | Do actual searches match your buyers? | Add negatives, tighten match types |
| 3. Ad to page match | Does the page repeat the ad's promise? | Dedicated landing pages per theme |
| 4. Offer | Is a demo too big a step? | Add a lower-commitment offer |
Look at the search terms report first
The search terms report shows what people actually typed. In B2B accounts it often reveals students, job seekers or consumers. Each irrelevant term needs a negative keyword.
Give it enough data
Google suggests judging bidding performance over 30 days with at least 30 conversions. With very few conversions, use a higher-volume action, such as form starts, as a temporary signal while you fix the basics.
- Conversions never tested after setup.
- Page views counted as conversions.
- No negative keywords.
- All ads sent to the homepage.
- Changing five things at once.
- Tracking tested with real submissions.
- Search terms reviewed weekly.
- Landing pages matched to ad themes.
- Offers for different buyer stages.
- One change at a time, with notes.
What founders and researchers say
We read the threads, surveys and reports so you don't have to. Each card is our summary, linked to the source.
Google recommends at least 30 conversions over 30 days to judge bidding performance. Low volume makes every result noisy.
Read the help page →In PPC threads about clicks with no conversions, the first replies almost always ask about tracking and the search terms report.
Browse the threads →67% of B2B buyers prefer a rep-free experience. A demo-only offer may be too big a step for many searchers.
Read the release →Community summaries describe recurring themes across many threads. They are not quotes from individual posts.
Read next
Go deeper in the ShoutEx guides, or check the original sources.
Bring your numbers. We'll tell you what we would do, even if it isn't us.
Book a call →Follow-up questions
How long should we wait before changing things?
Check tracking and search terms immediately. Give bidding and page tests two to four weeks each.
Should we pause the campaign?
Pause clearly wasteful keywords, not the whole campaign, while you diagnose.
Is low conversion a Quality Score issue?
Quality Score affects cost and position. Conversion problems usually come from tracking, terms, pages or offer.