Why it matters
Paying for clicks, but few inquiries? The problem often lies in the post-click experience and simple settings in Google Ads. In 2025, mobile speed, message consistency and good conversion tracking make a huge difference to your cost per click (CPC) and cost per acquisition (CPA).
In 60 seconds
- Slow page on mobile = lower quality rating, more expensive CPC (Cost Per Click).
- Gap between search, ad and page = fewer clicks and fewer conversions.
- Mobile forgotten = buttons too small, forms too long.
- Broken conversion tracking (Consent Mode v2) = "pilot on sight" algorithm.
- Auto-activated recommendations = uncontrolled expansion.
- Keywords too broad without "negatives" = wasted budget.
- No audiences or extensions = less relevance, less visibility.
- Wrong zone/language = out-of-market clicks.
- Misaligned budget and bids = unstable results.
Common mistakes (and what to do about them)
1) Slow-loading page (especially on mobile)
- How to spot it: your page takes more than 3 seconds to load; on the phone, it's worse.
- How to fix it: compress images (WebP or AVIF format), remove unnecessary scripts, limit fonts, check speed with PageSpeed Insights (mobile first).
2) Gap between search, ad and page
- How to spot it: we search for "heat pump installation in Quebec City", but the page says "heating in general".
- How to correct: use the same words as the search in the title (H1) and subtitles, one clear offer per page, identical message from ad to page.
3) Neglected mobile version
- How to spot it: buttons too small, form too long, action button (CTA) not very visible.
- How to correct: large, easy-to-touch buttons, 3-5 fields max, action button visible at bottom of screen on mobile.
4) Conversion tracking not working
- How to spot it: you're receiving requests, but Google Ads is displaying "0 conversions"; the cookie banner may be blocking them.
- How to fix: install GA4 and the Google Ads conversion tag, enable enhanced conversions, configure Consent Mode v2 correctly; test with Google Tag Assistant.
5) Automatic recommendations activated by default
- How to spot it: Google adds keywords or expands your targeting without telling you.
- How to fix it: disable "auto-applied recommendations"; accept only what serves your purpose.
6) Overly broad keywords with no words to exclude
- How to spot it: your budget goes on irrelevant searches.
- How to correct: start with "expression" or "exact", add a list of "negative" words (to be excluded), check the search terms report every week to adjust your "negative" keywords.
7) No audience (segmentation)
- How to spot it: you're targeting "everyone", your cost per lead is high.
- How to correct: add simple audiences (site visitors, in-market, customer lists) to guide the algorithm.
8) No ad extensions
- How to spot it: short ad, no additional links or practical info.
- How to correct: add additional links, teasers, excerpts, prices, location; it's more visible and more credible.
9) Wrong zone and language settings
- How to spot it: clicks/calls from regions you don't serve.
- How to correct: target people in your zone, exclude unserved areas, align ad language with site language.
10) Budget & Bidding Misalignment
- How to spot it: campaigns that fail to "learn", and fluctuating results.
- How to correct: set a consistent budget (several times your target cost per lead), start simple (Maximize conversions or Improved CPC), then move to a stricter target when you have enough recent conversions.
The simple 30-minute audit method
- Tracking: check conversions in Google Ads and GA4; look at Consent Mode v2 diagnostics; test with Google Tag Assistant.
- Mobile speed: test with PageSpeed Insights; correct heavy images and non-essential scripts first.
- Message match: compare your top keywords, ads and page titles (H1/H2); align words and offer.
- Relevance: open the search term report; add "negatives".
- Ad structure: 1 theme per group, rich RSA ads (12-15 titles, 4 descriptions), 3+ active extensions.
- Targeting: geo presence, language, hours, exclusions; make sure it matches your real market.
- Mobile UX: visible action button, short form, social proof near form.
Concrete examples
- Going from a keyword quality score of 5 to 8 often reduces CPC (Cost per Click) by 20-35% (thanks to a better page and a more coherent message).
- Adding "negative" keywords + reworking ad titles increases CTR by 1-2 points and lowers CPC (Cost per click) by 10-15%.
How to know if it's working (KPIs to track)
- Average CPC and CPA: should drop within 2-4 weeks.
- Landing page conversion rate: aim for 3-8% in local B2B (a realistic starting point).
- Quality Score: look especially at "Landing page experience" and "Ad relevance".
- Ad CTR, share of impressions and "Search lost IS (budget)".
- Share of qualified vs. irrelevantsearch terms.
Pitfalls to avoid
- Chasing CTR instead of conversions.
- Accepting all automatic recommendations.
- Going broad too early without volume or negative list.
- Launching Performances Max campaigns without robust conversion tracking.
- Ignore the impact of the cookie banner (Consent Mode v2) on measured conversions.