Why your PPC isn't working - and how to sort it

Running pay-per-click (PPC) ads like Google Ads or Facebook Ads should be a surefire way to bring in leads and sales; but they need to be done right. Many small business owners dive into paid advertising expecting instant ROI, only to find their budget disappearing with little to show for it.

In this post, we’ll break down why your PPC isn’t working and provide practical, actionable advice you can use right away to improve your campaigns.

1. You're Targeting the Wrong Audience

One of the biggest PPC mistakes is poor audience targeting.

Common Issues:

• Bidding on broad or irrelevant keywords
• Not using location targeting
• Overlooking buyer intent

Fix It:

• Use long-tail keywords that indicate high intent (e.g., “emergency plumber in Newcastle” vs. “plumber”).
• Use Google Ads' in-market audiences and Facebook’s lookalike audiences.
• Refine your geo-targeting so your ads only show to people in your service area.

Action Step: Use Google Keyword Planner or tools like Ubersuggest to find high-intent, niche keywords.

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2. Weak Ad Copy That Doesn’t Convert

If your ad isn’t compelling enough, people won’t click. Or worse, they’ll click and bounce without taking any action.

Common Issues:

• Generic headlines
• No clear value proposition
• Missing call-to-action

Fix It:

• Include a strong benefit or unique offer (“Free Quote in 24 Hours” or “Same-Day Service”).
• Make your CTA specific and urgent (“Book Your Free Consultation Today”).

Action Step: Test at least 3 different ad variations to see which message resonates most with your audience.

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3. Poor Landing Page Experience

Clicking the ad is only half the battle. If your landing page doesn’t deliver, your money is wasted.

Common Issues:

• Slow load times
• Too much information
• No clear next step

Fix It:

• Make sure your landing page is fast, mobile-friendly, and focused on one clear action.
• Use trust elements like testimonials, reviews, and logos of past clients.

Action Step: Use Google’s PageSpeed Insights to identify load time issues and fix them.

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4. No Conversion Tracking in Place

If you can’t track what’s working, you can’t improve it.

Common Issues:

• Not setting up conversion tracking
• Relying only on clicks or impressions

Fix It:

• Set up Google Ads Conversion Tracking or import goals from Google Analytics.
• Track real actions like form submissions, phone calls, or purchases.

Action Step: Ensure every ad campaign has a clearly defined conversion goal tied to your business objectives.

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5. Your Budget Is Too Low (or Spread Too Thin)

PPC isn’t a 'set it and forget it' game. If your daily budget is too small, your ads won’t compete.

Common Issues:

• Daily budgets that run out too early in the day
• Spreading budget across too many campaigns or keywords

Fix It:

• Focus your budget on top-performing campaigns and high-intent keywords.
• Consider manual bidding strategies if auto-bidding isn’t giving you control.

Action Step: Review your Search Terms Report weekly and pause poor-performing keywords.

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6. You're Not Testing and Optimising

Even great campaigns fail if they’re not regularly optimised.

Common Issues:

• 'Set it and forget it' mentality
• Ignoring data trends and user behaviour

Fix It:

• Run A/B tests on ads and landing pages.
• Optimise your campaigns weekly by pausing under-performers and increasing budget on winners.

Action Step: Schedule a weekly PPC audit to evaluate CTR, conversion rate, and ROI.

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Get More from Your PPC with Expert Help

PPC can be a powerful tool for small businesses, but only if it’s done right. If your campaigns are draining your budget with little return, it’s time to stop guessing.

We help small businesses like yours run smart, ROI-driven PPC campaigns that actually convert. Whether you need a quick audit or full campaign management, we’re here to support your growth.

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Ready to create paid ad campaigns that actually convert? Get in touch.