Google Ads Not Converting? The Problem Might Be Your Website, Not Your Ads

You're running Google Ads. The clicks are coming through. You can see it all in GA4. But conversions? Nowhere near what you expected.

So you start questioning the ads. Maybe the keywords are wrong. Maybe the budget isn't high enough. Maybe Google Ads just doesn't work for your business.

But here's the thing. When Google Ads isn't converting, the problem often isn't the ads at all. It's where those ads are sending people.

A good website isn't the same as a good landing page

Most small business websites are built to look professional. They explain who you are, what you do, maybe show off some testimonials and a portfolio. That's fine for someone browsing, doing research, or coming through a referral.

But paid traffic is different.

Someone clicking your ad is looking for something specific right now. They don't want to explore your site. They want to know if you can help them and how to get in touch. Fast.

If your ad sends them to your homepage, or to a page that wasn't built with that intent in mind, you're creating friction. And friction kills conversions.

Common landing page problems that stop Google Ads converting

When I'm setting up tracking for clients, I often find the same issues. It's rarely one big obvious problem. It's usually a combination of small things that add up.

The contact form is buried at the bottom of a long page. On mobile, that's a lot of scrolling for someone who's already decided they want to get in touch.

There's no thank you page after the form is submitted. The person filling it out doesn't get confirmation that it worked. And from your side, you've got no reliable way to track whether that form submission came from a paid click or somewhere else. You're spending money but can't measure what's actually driving results.

There are too many options competing for attention. Multiple service pages, a blog, links to social media, navigation everywhere. For someone who came from an ad with a specific need, it's overwhelming.

The call to action isn't clear. Or there are several competing ones. Or it's just a generic "get in touch" with no urgency or reason to act now.

The page loads slowly, especially on mobile. Research from Google shows that even a one second delay in load time can reduce conversions by up to 20 percent.

What a landing page built for Google Ads actually needs

It doesn't have to be complicated. But it does need to be focused.

One clear offer that matches the ad they clicked. If your ad says "boiler repairs in Reading", the page should be about boiler repairs in Reading. Not your full list of services.

One clear action. Call, fill out the form, book online. Whatever it is, make it obvious and make it easy. The call to action should be visible without scrolling, not hidden at the bottom of the page.

Minimal distractions. No menu if you can help it. No links pulling them away to other parts of your site. Keep them on the page until they convert or leave.

Trust signals visible early. Reviews, accreditations, years in business, logos of companies you've worked with. Whatever makes someone feel confident about getting in touch.

Fast loading, especially on mobile. If your page takes more than a few seconds, people leave before they even see your offer.

And critically, a thank you page or confirmation message after the form is submitted. This isn't just good UX. It's what allows you to track conversions properly. Without it, you're guessing which clicks are actually turning into enquiries.

Why this matters for tracking

I'm working with a client at the moment where the contact form doesn't trigger a thank you page. The form just clears and stays on the same page. From the user's perspective, it's unclear whether the message even sent. From a tracking perspective, there's no event to measure.

This means even though I've linked everything through GA4 and can see paid traffic arriving, I can't reliably track what happens next. Conversions might be happening. I just can't prove it or optimise towards it.

If your tracking shows clicks but no conversions, this is one of the first things to check. Sometimes the problem isn't that people aren't converting. It's that the conversion isn't being recorded.

The ad is only half the job

It's easy to blame the ads when results aren't coming. But Google Ads can only do so much. It puts the right people in front of your business at the moment they're searching for what you offer. What happens next is down to your website.

If you're paying for clicks but not thinking about where those clicks land, you're wasting budget. Not because the ads aren't working, but because your site isn't set up to catch the people they're sending.

Before you increase your budget or start tweaking keywords, look at the page your ads are pointing to. Check whether the form is easy to find. Check whether there's a thank you page. Check whether the message matches what your ad promised.

That's usually where the real problem is.

Google has more on landing page best practices here" and link to https://support.google.com/google-ads/answer/6238826?hl=en