Why Your Google Ads Isn't Generating Calls

Published Sep 11

Running Google Ads for home service businesses can be a game changer—when done right. Many business owners set up campaigns with high hopes of generating leads, only to find that their ads aren’t producing the calls they expected. While there are a plethora of factors that could contribute to poor results, some being highly technical, the most common issues are surprisingly simple. Here are the three most common culprits that could be dragging down your results.

1. Using Search Partners and Display Network

One of the most common mistakes in Google Ads campaigns is opting into both the Search Partners and Display Network. While increasing your visibility sounds appealing, it often results in diluted results. Home service businesses, especially those targeting local customers, benefit most from search ads that target people actively looking for services like yours. The Display Network, on the other hand, is often less effective for direct response campaigns like those focused on generating calls, because users seeing these ads aren’t necessarily in the market for home services at that moment.

2. Sending Traffic to a Generic Website

Another major issue is directing your ad traffic to a generic homepage rather than a dedicated landing page tailored to your offer. Many home service businesses assume that sending visitors to their main website will do the trick, but this can be a costly mistake.

Your homepage likely contains a lot of general information, services, and navigation options that can overwhelm or distract potential customers. In contrast, a well-designed landing page with a clear call to action (CTA) makes it easy for visitors to take the next step—like making a phone call or filling out a contact form.

3. Not Including Location Exclusions

For home service businesses, targeting the right location is critical. It’s not just about selecting the right areas to show your ads—it’s equally important to exclude areas where you don’t want your ads to appear. Failing to include location exclusions is one of the most common mistakes that can drastically reduce the effectiveness of your campaign.

If your ads are being shown to people outside your service area, you're not only wasting your ad spend, but you’re also less likely to get relevant leads that will convert into calls. Worse, you could end up paying for clicks from areas where your business doesn't even operate.

Conclusion: Fine-Tuning Your Google Ads for Better Results

While there are many factors that can impact the performance of your Google Ads campaign, focusing on these three areas can quickly improve your results. By opting out of the Display Network and Search Partners, sending traffic to a highly targeted landing page, and properly managing your location settings, you’ll have a much higher chance of converting your ad clicks into valuable phone calls.

For a free Google Ads audit, call New Heights now to see why your campaign isn't generating calls and the valuable steps you need to take to start getting new paying customers!