The Most Common Culprit: Your Landing Page

Most Google Ads lead problems are not an Ads problem — they are a landing page problem. People click, land on your page, and leave. Check: does your landing page have a clear headline that matches your ad? A visible phone number or contact form above the fold? A specific call to action? If no to any of these, that is your problem.

Mistake 1: Sending Traffic to Your Homepage

Your homepage is designed for browsers. Your landing page should be designed for buyers. Send ad traffic to a dedicated page that exactly matches what your ad promised — not a general homepage where they have to hunt for what they clicked on.

Mistake 2: Targeting Too Broad

Broad match keywords in Pakistan can show your ad to people searching completely unrelated things. If you sell websites and your ad shows for “website” — you are paying for clicks from students, researchers, and people who just want to browse websites. Use phrase match or exact match for your core keywords.

Mistake 3: No Negative Keywords

Add negative keywords to block irrelevant searches. Common ones for IT businesses: “free”, “jobs”, “internship”, “how to”, “salary”, “course”. Without negatives, your budget burns on people who will never buy.

Mistake 4: Budget Too Low to Learn

Google Ads needs data to optimise. A PKR 5,000/month budget in a competitive category gives Google almost nothing to work with. The algorithm cannot learn who converts and who does not. Minimum viable budget for most service businesses in Pakistan: PKR 25,000–40,000/month.

Mistake 5: No Call Tracking

If someone calls you directly from the ad but you have no call tracking set up, that conversion is invisible. You think the ad did not work. It did — you just cannot see it. Set up Google Ads call extensions and conversion tracking.

Mistake 6: Wrong Bidding Strategy Too Early

Target CPA and Maximise Conversions need conversion history to work. If you have fewer than 30 conversions in the past 30 days, use Manual CPC or Maximise Clicks to build data first. iT Company manages Google Ads campaigns for businesses in Pakistan and worldwide. Get a free audit of your current campaigns. Related: learn more about our Google Ads management service or read our guide on digital marketing for small businesses in Faisalabad.