What to do when Google ads aren’t delivering
Many companies invest heavily in Google Ads – and yet see little to no return. No leads, no sales, no visible value. Why is that? In this article, we explore the most common reasons why Google Ads don’t deliver, and more importantly, what you can do to turn things around. No guesswork. No unnecessary complexity. Just clear, actionable insights.
"We’ve already spent so much on this – why is it still not working?"
It’s easy to fall in love with the promise of Google Ads. Instant visibility, more leads, measurable results. But what if you’ve already spent hundreds or even thousands of euros – and still, nothing happens?
This is one of the most common situations we encounter. And yes, it's frustrating. Ads have been running for weeks or months, but there’s no clear ROI, no bump in sales, and no reassuring line in the spreadsheet that says “Google Ads: totally worth it.”
At this point, many begin to doubt the whole channel. But the truth is, the problem usually isn’t Google – it’s how the ads are set up, tracked, and understood.
Let’s walk through a few key areas worth checking.
Table of content
Introduction: Ads are running, but results are missing
1. Who’s clicking – and why?
2. Where does the click lead?
3. Is there any structure behind the campaigns?
4. Are you really seeing what’s working – and what’s not?
What if the whole thing just feels too overwhelming?
FAQ – Frequently Asked Questions
1. Who’s clicking – and why?
Often, campaigns are targeted at a “pretty okay” audience. But that’s not enough. Ads only convert when they reach the right people, at the right moment, with the right intent.
If you’re getting clicks but no real action, the issue could be:
Keywords are too broad
Messaging speaks to the wrong people
The search intent hasn’t been fully understood
👉 Tip: Don’t focus only on the number of clicks – think about what’s actually happening behind them.
2. Where does the click lead?
Ever clicked on an ad and landed on a page that left you confused? That’s exactly what happens in many campaigns.
Even a great ad goes to waste if it leads to:
A generic or irrelevant page
Confusing or unfocused content
A dead end without any clear call to action
👉 Tip: Test the ad journey yourself. Click, read, and ask: Would this work for me if I were the customer?
3. Is there any structure behind the campaigns?
Campaigns, keywords, ad groups, conversions... a growing Google Ads account can easily start to look like a messy desktop on a Friday afternoon. Full of things you no longer recognize.
The problem usually isn’t that you’re not doing enough – it’s that there’s no clear structure or direction.
👉 Tip: Simplify. Start with just two campaigns: one for early-stage visitors, one for decision-makers ready to act.
4. Are you really seeing what’s working – and what’s not?
Here’s where many people get surprised. Ads may have been running for months – but no one’s really sure what they’ve achieved.
If tracking isn’t set up properly, you might be looking at the wrong data. And making the wrong decisions.
👉 Tip: Make sure conversion tracking is in place – and that you’re measuring what actually matters to your business.
What if the whole thing just feels too overwhelming?
Fair enough. Most companies don’t have the time – or energy – to dive deep into Google Ads dashboards.
If it feels like your budget is disappearing into a black hole, it doesn’t necessarily mean Google Ads is the wrong channel. It might just mean it needs more clarity, strategy, and experienced eyes.
Often, a single external audit is enough to see:
🔹 What’s working 🔹 What’s not 🔹 And what to do next
Final thoughts – does this sound familiar?
We help companies audit and improve their Google Ads in a way that’s focused on opportunities, not just flaws. You’ll get a clear picture of what’s working, what’s not, and where you can improve – without jargon or vague recommendations.
Just real insights and practical suggestions.
FAQ – Frequently Asked Questions
Why isn’t Google Ads working, even though we’re doing a lot?
Because it’s not about quantity – it’s about direction. If your targeting is off, your metrics are misleading, or your landing page doesn’t convert, your budget can disappear fast, no matter how many campaigns are running.
Should we just stop advertising if it’s not delivering?
Not right away. Most issues can be fixed – often quickly. Before pulling the plug, find out where the funnel is leaking. A few well-placed fixes can make all the difference.
Can Google Ads actually work well?
Absolutely – and it does for many. But only when there’s a solid plan behind the campaigns. When you know what you're doing, why you're doing it, and who you're targeting, ads stop being an expense and start being an investment.
