Why Your Google Ads Leads Are Low Quality (and How to Fix It)

When a client tells me the leads are junk, the account almost always has the same handful of problems. None of them are exotic, and all of them are fixable within a month.

1. Broad match without supervision

Broad match can work, but only with an actively maintained negative keyword list and weekly search term review. Without that, you are paying for searches about jobs, DIY guides, parts and free services.

2. No qualifying language in the ad

Ads that say nothing about price, minimum job size or service area attract everyone. Adding a line like a stated minimum or the specific services you offer reduces clicks and improves the ones you keep.

3. Geography that is too wide

Metro wide targeting produces leads you cannot profitably serve. Radius targeting around actual routes, plus location bid adjustments, fixes it quickly.

4. Conversions that count the wrong things

If a 12 second call or a page view counts as a conversion, Google's bidding will happily optimize toward more of them. Call duration thresholds and qualified form definitions realign the algorithm with your actual goal.

5. One campaign for every service

A single campaign forces cheap, high volume services to compete for budget with the expensive work that pays your year. Splitting by service, with separate budgets, is usually the single biggest quality improvement available.

What to do first

• Pull a 90 day search terms report and read every term with spend
• Build a negative keyword list from it, then keep adding weekly
• Split your highest value service into its own campaign
• Set a call duration threshold that reflects a real inquiry