A few thoughts here, as this is a common challenge.
It's likely not your Google Ads settings but your website that's the issue. If you're getting clicks, the ads are doing their job of sending traffic. The problem is what happens after the click. All the ad spend in the world won't help if the place you send people to doesn't convince them to get in touch.
Take an honest look at your website from a potential customer's perspective:
- Is it immediately clear what you do and that you serve the Phoenix area?
- Is there a very obvious way to contact you (a prominent phone number, a simple form) without having to search for it?
- Does it look trustworthy? Customer reviews, photos of your work, and a professional design are crucial for building trust.
Think about your sales process. What is the one action you want a visitor to take? Schedule a call? Fill out a form? Your entire homepage should be geared towards making them take that one action, using persuasive copy that speaks directly to their problem and why you're the one to fix it.
On the ads side, make sure you're targeting people actively searching for help right now in Phoenix. Keywords like "Electrician near me" or "Emergency plumber Phoenix" work well because the intent is there. It's also important to be realistic about costs. For instance, we're currently running a campaign for an HVAC company in a competitive area, and they are seeing costs of around $60 per lead. On the other hand, one of our best campaigns for a home cleaning company got leads for about £5 each, so it really varies. The point is, get the website sorted first, then worry about optimising the ads.
Hope this helps!
