Why Google Ads is Not Working

Google Ads can be a powerful tool for driving traffic, leads, and sales, but many campaigns fall short of expectations. If you’re struggling with underperforming ads, it’s likely due to gaps in your strategy. Success with Google Ads requires a comprehensive approach—focusing on all five links of "The Google Ads Chain." Without these interconnected elements working in harmony, your campaign is destined to fail. Let’s break down the critical components and uncover why your Google Ads may not be delivering results.

The Five Links of "The Google Ads Chain"

The "Google Ads Chain" is a framework that identifies five essential components needed for a successful campaign:

1. Conversion Strategy
2. Keyword Research and Account Structure
3. Ad Copy
4. Google Ads Optimization Strategy
5. Landing Pages and Pricing

Most advertisers focus heavily on the middle links—keywords, ads, and optimization—while neglecting the crucial first and last links. Each link serves a specific role, and missing even one creates a weak point that hinders your campaign's performance. To fix a failing campaign, you need to evaluate and strengthen every part of the chain.

The First Link: Conversion Strategy and User Intent

A solid Google Ads campaign begins with a clear conversion strategy. This means understanding exactly what your audience wants and deciding what action you want them to take. Conversion strategy is particularly critical in search-based campaigns like Google Search and Shopping, where users are often at the bottom of the sales funnel.

There are two primary scenarios where users turn to Google Ads:

• Emergencies: For example, someone searches for a plumber to fix a burst pipe immediately or looks for a coffee shop to visit on a sunny morning.
• Prepared Decisions: A user has done their research and is ready to make a purchase, such as buying ski gear for an upcoming holiday.

To capture these users effectively, your campaign must:

• Address the specific problem they’re trying to solve.
• Include clear calls to action that guide them toward the desired outcome.

Without a defined conversion strategy, even well-optimized ads can fail because they don’t resonate with the audience’s needs or intent.

The Middle Links: Keywords, Ad Copy, and Optimisation

The middle of the chain includes keyword research, ad copy, and optimization strategy—the elements most advertisers focus on. While these are essential, they must align with your conversion strategy to produce results.

• Keyword Research and Account Structure: Ensure you’re targeting high-intent keywords relevant to your audience. Organize your campaigns into tightly themed ad groups to improve relevance and Quality Scores.
• Ad Copy: Write compelling, action-oriented ads that directly address the user’s problem. Use clear headlines, benefit-driven descriptions, and strong calls to action.
• Optimization Strategy: Continuously analyze and adjust your campaigns based on performance metrics such as click-through rates (CTR), conversion rates, and cost per conversion.

These links are vital but only effective if they are supported by the first and final links in the chain. Neglecting user intent or sending traffic to a poorly optimized landing page will prevent these efforts from translating into conversions.

👉 Google Ads Optimisation Strategy

The Final Link: Landing Pages and Pricing

Even the most well-optimized ad campaigns will fail if your landing pages and pricing don’t meet user expectations. Once a user clicks on your ad, the landing page must immediately address their needs and encourage action.

Key Elements of an Effective Landing Page:

• Headline: A clear and engaging headline that matches the ad’s promise.
• Layout: A clean, user-friendly design that highlights the benefits of your product or service.
• Call to Action (CTA): Prominent and persuasive CTAs that guide users toward conversion.
• Relevant Content: Content that solves the user’s problem and is aligned with the ad they clicked.

Pricing is another critical aspect. Users compare prices online, and if yours doesn’t seem competitive or justified by value, they’ll abandon the process. Testing discounts, bundles, or limited-time offers can help you identify a pricing strategy that resonates with your audience.

Diagnosing Issues: Key Metrics to Monitor

When your Google Ads campaign isn’t working, reviewing performance metrics can help identify the problem areas. Here are three key metrics to evaluate:

• Bounce Rate: A bounce rate of 40–60% indicates users are engaging with your landing page. Higher rates may suggest irrelevant content or a poor user experience.
• Average Session Duration: Sessions lasting 1.5 minutes or longer show that users are exploring your site and finding value.
• Sessions Per User: A ratio of 1.5 or more signals that users are returning to your site, indicating interest.

If these metrics are below expectations, revisit your landing pages, targeting, and messaging to ensure alignment with user intent.

Strategies to Revive Failing Campaigns

If your campaign isn’t producing results, take these actionable steps to turn things around:

• Audit the Entire Chain: Evaluate each of the five links to identify gaps or weak points.
• Test Landing Pages: Experiment with headlines, imagery, and CTAs to find the best-performing combinations.
• Optimize Pricing: Run a promotion or offer a discount to test whether pricing is a barrier.
• Focus on High-Intent Keywords: Eliminate low-performing keywords and invest more in high-intent, bottom-of-funnel searches.
• Align Messaging: Ensure consistency across your ads, landing pages, and the overall user journey.

Remember, small improvements in each link of the chain can lead to a compounding effect on your campaign’s success.