Too often, PPC campaigns are launched and left to run without anyone checking whether they’re delivering results or just burning through your budget. Let’s break down how to know if your PPC strategy is getting the job done.
TL;DR
Not sure if your Google Ads are working? Here’s how to tell:
- Clicks aren’t enough — what matters is qualified leads.
- Watch your metrics: Focus on lead volume, quality, cost per lead, and conversion rate.
Common problems include irrelevant leads, unanswered calls, and rising CPL without results. - Fix it, don’t ditch it: Many issues can be solved with better targeting, ad copy, and call handling.
Need help? Get a free Google Ads audit from 99 Calls and see what’s really working—and what’s not.
You’re Running Ads, But Are They Doing Anything?
It’s common to assume that if ads are active and getting clicks, they must be working. But that’s not always the case.
Here are some signs your campaigns may need attention:
- You’re getting clicks, but your phone isn’t ringing.
- You’re receiving leads that are outside your service area or for services you don’t offer.
- Your cost per lead (CPL) is rising with no clear improvement in lead quality.
- You’re not sure where your marketing dollars are going or what return you’re getting.
If any of this sounds familiar, you’re not alone, and it doesn’t mean that running PPC Google Ads is a bad strategy. But it does mean something needs to be adjusted.
What’s Behind Ineffective PPC Campaigns?
Let’s look at what might be happening under the surface when PPC isn’t delivering the way it should.
- Clicks Without Conversions: If your ads are getting attention but not generating phone calls or form fills, your landing page might not be doing its job. It should make it easy for customers to take action.
- Poor Lead Quality: If you’re hearing from people who aren’t a good fit, wrong service, wrong location, or no urgency, it’s likely due to keyword targeting or vague ad copy.
- Unanswered Calls: There have been instances where clients have had leads going straight to voicemail for weeks without realizing it. The PPC campaign was working, but nobody was picking up the phone.
- Declining Performance: Another contractor experienced a sharp increase in cost per lead. Two of their top-performing keywords, which had previously delivered 44 leads for under $200, spent over $700 in one month and brought in just one lead.
If you’re not checking in regularly or reviewing campaign performance metrics, these types of issues can fly under the radar.
Key Metrics to Measure PPC Success
Here’s what you should be looking at every month (or even weekly) to determine whether your Google Ads pay-per-click campaigns are performing:
- Lead Volume: How many phone calls or form submissions are you receiving directly from the ads?
- Lead Quality: Are those leads relevant, local, and ready to buy?
- Cost per Lead (CPL): Are you paying a reasonable amount to acquire each lead? For most home service contractors, $30–$100 per lead is typical.
- Conversion Rate: What percentage of ad visitors are turning into leads? A good landing page should convert at a minimum of 6-10%. If yours is under 5%, that’s a red flag.
Responsiveness: Are leads being answered promptly? Delayed responses can hurt conversions even if the ad campaign is generating interest.
What to Do Next
If your PPC campaign isn’t delivering, don’t give up on it. Instead, focus on diagnosing what’s not working and make adjustments. Here’s how to start:
- Request a professional audit to identify keyword, targeting, and setup issues.
- Answer your calls, hire a receptionist, or deploy missed call text back, and make sure to check your voicemail, forwarding number, and business hours to ensure leads can reach you.
- Compare your CPL and conversion rate with industry benchmarks.
- Review your ad copy and landing page to make sure it aligns with what your target customer is looking for.
Digital ads work when they’re done right. The key is tracking what matters and being willing to make changes when something’s off.
Don’t Let Guesswork Guide Your Marketing
If you’re not sure how well your Google Ads are working, now’s the time to find out. You’re spending real money—make sure it’s generating real results.
Get clarity. Get control. And if you need help, the 99 Calls Free Google Ads Audit is a fast way to uncover what’s working—and what’s not.