Resources · Google Ads

Why your Google Ads aren't bringing in leads: 10 things to check

By Francis Valente, Navaro Systems · Updated 17 October 2026

Short answer: Most Google Ads accounts that don't produce leads have one of a handful of problems: they pay for the wrong searches, show ads in the wrong places, send clicks to a page that doesn't convert, or measure the wrong thing. You can check every one of them yourself in under an hour, using reports already inside your account.

Key points

  • Start with the Search terms report: it shows what people actually typed before they clicked.
  • Location targeting should reach people in your area, not people merely interested in it.
  • Conversions should count real enquiries, not page views.
  • Check that your Search campaigns aren't also running on the Display Network.

The 10 checks

  1. Search terms. Open Insights and reports, then Search terms, and sort by cost. Every term you'd never want to pay for becomes a negative keyword.
  2. Match types. Broad match lets Google show your ad for searches it judges related, which can drift a long way from what you sell. If the search terms are full of strays, tighten your best keywords to phrase or exact match.
  3. Negative keywords. Words like free, jobs, course, DIY and competitor names are common leaks. Put them in an account-level list so every campaign is covered.
  4. Location setting. The default, presence or interest, can show your ads to people interstate or overseas who have searched about your area. For a local business, choose presence: people in or regularly in your locations.
  5. Display Network. Search campaigns can include the Display Network, which puts your ads on websites and apps. The traffic is cheap and rarely enquires. Switch it off in the campaign's network settings unless you chose it on purpose.
  6. Search partners. Partner sites can be fine, but segment your results by network and compare cost per conversion before leaving them on.
  7. Conversion tracking. Under Goals, check what counts as a primary conversion. Page views and clicks on a call button make the account optimise for the wrong thing. Count submitted forms and calls over a set length.
  8. Landing page. The page should match the ad, load fast on a phone, and show a phone number and a short form without scrolling. Sending paid clicks to a homepage where people have to hunt is one of the most expensive mistakes on this list.
  9. Auto-applied recommendations. Google can apply its own suggestions automatically, including raising budgets and adding keywords. Review the auto-apply settings under Recommendations and switch off anything you haven't chosen.
  10. Budget and schedule. If campaigns show limited by budget and run out by lunchtime, you miss the afternoon. Narrow the keywords or move spend to the hours your enquiries actually come in.

What to fix first

Fix tracking first, because until conversions are counted properly you can't judge anything else. Then cut the wasted search terms, then the location and network settings, then the landing page. Most accounts improve more from removing waste than from adding anything new.

Navaro's waste audit goes through these checks on your account and shows where the spend isn't bringing anything back. It's free whether you sign up or not. Ring Francis on 0426 951 399.

Questions people ask

How long before Google Ads starts working?

Expect the first few weeks to be learning: enough clicks to see which searches turn into enquiries. Google's automated bidding learns from conversion data, which is why tracking has to be right from day one.

Should I use Performance Max?

Performance Max spreads spend across Search, YouTube, Display, Gmail and Maps, with less visibility of where the money goes. For most local service businesses a well-built Search campaign is the better start. Performance Max can come later, once tracking is reliable.

Can I see what competitors spend on Google Ads?

Not their spend. Google's Ads Transparency Center shows the ads an advertiser is running, and Auction insights in your own account shows how often you appear alongside them.

Free 60-second website read at navaro.com.au, no sign-up. Or ring Francis Valente on 0426 951 399.