If your Google Ads campaigns are getting clicks but not converting, you’re not alone.
From creative mismatches to landing page issues and weak signals, there are dozens of reasons campaigns underperform — even with decent traffic.
In this blog, we break down the top reasons Google Ads campaigns fail to convert, and how to fix them — based on years of work with brands across NZ, AU and global markets.
Most Common Reasons Google Ads Don’t Convert
- Poor message-to-market match
- Weak landing page experience
- No value-driven offer or CTA
- Targeting too broadly (wrong audience)
- Tracking setup errors or incomplete conversions
- Misaligned attribution (last-click vs full-funnel)
Conversion Fixes That Actually Work
1. Align Search Intent With Landing Page Offer
If your ad says ‘free quote’ but your landing page offers a newsletter, you’ll lose users fast.
2. Build Campaigns Around Funnel Stages
Use different ad types, keywords and CTAs for TOFU vs BOFU traffic.
3. Improve Mobile Speed and UX
Slow or clunky mobile experiences destroy conversion rates. Use PageSpeed Insights and GA4 path data.
4. Add Trust Builders
Use reviews, case studies, guarantees or brand badges near CTAs.
5. Check Tracking in GA4 and Google Ads
Ensure event-based conversions are firing and match backend sales data.
Case Study – AU Legal Services Firm
A legal practice in Melbourne was running Google Ads to promote consultations but wasn’t converting leads. We:
- Rebuilt landing pages with specific service CTAs
- Added phone tracking and quote request events
- Shifted budget to high-intent keywords
Result: lead volume up 72% with a 33% lower CPL in 6 weeks.
Quick Wins You Can Deploy Today
- Review ad copy against landing pages — are they truly aligned?
- Add a mid-funnel CTA (e.g. download, price list, call now)
- Use extensions to reinforce key benefits
- Rebuild GA4 conversion events around real outcomes
Final Thoughts
Clicks are easy. Conversions are earned.
If your Google Ads aren’t converting, start with your offer, targeting and tracking. Small changes to alignment, copy or attribution can unlock major wins — and stop you wasting budget.
Metrics Media helps global advertisers — with offices in NZ and AU — fix conversion issues fast with data-backed audits and funnel alignment.
📧 Need help diagnosing your Google Ads? Email: info@metricsmedia.co.nz