Why Your Google Ads Aren’t Working (And What to Fix)

You’ve set up your campaigns. You’re spending money. You’re getting clicks.

But the conversions? Crickets.

If your Google Ads aren’t delivering, it’s not that the platform doesn’t work — it’s that something in your funnel is broken. Here’s what we see killing most campaigns (and how to fix it).

1. You’re Targeting Too Broad

The temptation: go wide, reach more people.
The result: junk traffic and burned budget.

Fix: Use exact match keywords and lean into high-intent search terms. “Buy [product] in Oslo” will always beat “best [product] 2025.”

2. Your Ads Sound Like Everyone Else’s

“Affordable.”
“Fast.”
“Best in class.”
Cool — so is every other ad.

Fix: Use actual customer language in your copy. Check reviews, support tickets, or competitor feedback. Be direct. Be specific. Be human.

3. Your Landing Page Doesn’t Convert

Clicks aren’t conversions. If your landing page loads slow, looks generic, or lacks a clear CTA — you're leaking money.

Fix: Optimize for speed, clarity, and one goal only. Every scroll, section, and sentence should move the user toward action.

4. You’re Not Using Negative Keywords

This one’s brutal. You might be paying for completely irrelevant searches (think: “free”, “used”, “jobs”).

Fix: Audit your Search Terms Report weekly. Add negative keywords aggressively. Protect your spend.

5. You Aren’t Testing Enough

Set it. Forget it. Regret it.

Fix: Always be testing headlines, descriptions, landing pages, and audiences. Google rewards relevance — and relevance comes from iteration.

Final Thought

Google Ads work. We’ve built 7-figure funnels on the back of them. But the margin between profit and waste is razor thin.

If you’re not converting, don’t kill your budget — fix your funnel.