Why are my Google Ads getting clicks but no conversions?

Work through the causes in this order, because a tracking fault can make good campaigns look broken:

1. Tracking: confirm conversions actually fire. Submit a test lead and check that it appears in Google Ads and in your analytics. Missing or duplicated tracking is common, especially after site changes.
2. Search terms: broad and phrase match can show ads for loosely related searches. Review the search terms report regularly and add negative keywords.
3. Message match: if the ad promises one thing and the landing page talks about another, visitors leave. Send each ad group to the most specific relevant page.
4. Landing page: slow loading, weak proof, long forms and unclear next steps all cost conversions, particularly on mobile.
5. Offer and audience: sometimes the traffic is right but the offer isn't strong enough, or the price, location or timing doesn't suit the people clicking.

Our free Landing Page Conversion Audit checks nine signals on a page, from CTA clarity and proof to message match and mobile speed, and quotes the evidence behind each finding.

For accounts that need ongoing attention, regular maintenance keeps search terms, bids and tracking in shape so problems are caught within days rather than months.