Check these in order
- Tracking. If calls aren't tracked, you can't tell what's working and Google bids on clicks instead of customers.
- Search terms. Open the search terms report. If it's full of DIY, jobs and product searches, you're paying for the wrong people.
- Match types. Broad match on your main keywords is the usual cause of bad search terms.
- Location setting. "Presence or interest" shows ads to people outside your area.
- Schedule. Ads running when nobody answers the phone.
- Landing page. Slow, generic, or with the phone number buried.
- The offer. Ads that say nothing about the job, the area or why you.
If your ads aren't showing at all
- Billing problem or a declined card.
- Ads disapproved for a policy issue.
- Budget too low for the bids you've set.
- Keywords with almost no searches in your area.
If you get calls but no jobs
That's usually the wrong searches or the wrong area, not the ads themselves. Listen to who's calling. If it's job seekers, sales calls or people outside your area, the negatives and location settings need work. If it's real customers who don't book, look at your price, your speed answering and your reviews.
What to fix first
Tracking first, because every other decision depends on it. Then search terms and negatives. Then location and schedule. Most accounts improve a lot from those three before anything clever is needed.
Want it run for you? Our Google Ads management is built around tracked calls, not clicks.