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Google Ads Not Working? Nine Checks When Clicks Bring No Calls

By Sam · Last updated 11 October 2026 · 7 minute read

Contents

• First, what to expect
• The nine checks
• When to pause or change approach
• Frequently asked questions
• Sources

First, what to expect

A UK trade guide says a well-run campaign should turn about 10% to 20% of clicks into a lead, such as a call or a form. If you are far below that, one of the checks below is probably the cause. Work through them in order, and change one thing at a time so you can see what helps.

The nine checks

1. Is tracking recording calls and forms?

If calls and forms are not tracked, you may be getting leads you cannot see. See GA4 events for small business and how to track phone calls from your website.

2. Are ads limited to your service area?

A UK pricing guide gives the example of a plumber who runs ads for plumber without area limits and negative keywords and pays for clicks from people searching for merchants, courses and do-it-yourself guides. Set a radius or named places that match where you work.

3. Do your keywords show real intent, with negatives added?

Searches that name a job and a place, or say emergency or near me, show intent. Add negative keywords for courses, jobs, merchants and do-it-yourself terms, and read the search terms report each week.

4. Does the ad text match the search?

If someone searches emergency electrician, your ad should say you cover emergencies in their area. A mismatch wastes clicks.

5. Does the landing page make calling easy on a phone?

A slow or confusing page loses visitors you paid for. See nine checks when a website gets no enquiries.

6. Are your budget and bidding realistic?

If your cost per click is high and your budget small, you may get too few clicks to learn from. Check typical costs in how much Google Ads cost in the UK, and avoid changing settings every day.

7. Do ads run when you can answer?

If calls come in when nobody can pick up, the money is wasted. Match ad hours to when you can answer, or cover calls another way. See AI receptionist for small businesses.

8. Are missed calls being followed up?

Calculate what missed calls cost you with our missed call cost calculator, and reply to every enquiry quickly.

9. Are you judging success the right way?

Compare cost per enquiry and cost per job, not clicks. See what a good monthly SEO report should show for the same principle, and check your costs against UK figures.

When to pause or change approach

Pause if tracking is broken, if you cannot answer calls or if the area is wrong, and fix these first. If costs are high for your trade, consider Local Services Ads if you qualify; see Google Local Services Ads in the UK. For trade-specific guidance, see Google Ads for trades.

Frequently asked questions

Why am I getting clicks but no calls?

Common causes are poor targeting, weak keywords, a page that does not make calling easy and missing tracking. Work through the nine checks.

How long should I wait before judging Google Ads?

Give it enough clicks to learn from, and judge by cost per enquiry. Do not change settings every day.

Is Google Ads a waste for small businesses?

Not always, but it can waste money if it is set up loosely. Tight targeting, tracking and a good page matter.

What conversion rate should I expect?

A UK trade guide says 10% to 20% of clicks becoming leads for a well-run campaign. Your results may differ.

Should I switch to SEO instead?

It depends on your timeline and budget. See SEO or Google Ads first.

Sources

• Trade2Base, Google Ads for tradespeople UK, checked 11 October 2026.
• Whito, UK plumber marketing costs, checked 11 October 2026.
• Whito, UK PPC costs 2026, checked 11 October 2026.
• Onebase Media, How much do Google Ads cost for small businesses?, checked 11 October 2026.

Sam, Editor at Clariti Digital.

Related guides

• How much Google Ads cost in the UK: What Google Ads cost UK small businesses.
• Website not getting enquiries: Nine checks when visitors arrive but do not get in touch.