The Biggest Google Ads Mistake Costing You Leads (It's Not Your Keywords)
Aug 04, 2025
The hardest aspect of Google Ads isn't what's happening in your account—it's what's happening after the click.
We see this consistently when consulting with businesses running Google Ads: their campaigns are getting conversions, keywords look good, ads are relevant, but they're not seeing the results they want.
The problem? What happens after someone clicks your ad is completely broken.
This guide reveals the most common Google Ads mistake costing Australian businesses thousands in wasted spend and shows you exactly how to fix it.
The Problem: Everything After the Click
Here's what we're seeing constantly:
Inside the Google Ads account:
- ✅ Keywords are targeted correctly
- ✅ Search terms look relevant
- ✅ Ads are well-written and compelling
- ✅ People are clicking
After the click:
- ❌ Landing pages aren't optimized
- ❌ Conversion opportunities are buried or missing
- ❌ Phone calls go unanswered
- ❌ Lead follow-up is slow or nonexistent
- ❌ Quote requests take days to respond to
You're driving 100 leads per month but only closing one job per day because the post-click experience is broken.
The Landing Page Problem
Most businesses make one of these mistakes:
Mistake #1: Sending Traffic to Your Homepage
Your homepage talks about everything your business does. Someone searching "pool cleaning Melbourne" doesn't want to read about your pool renovation services, your company history, and your commercial services.
They want: Information about pool cleaning in Melbourne. Specifically.
Mistake #2: Generic Service Pages
You have a "Services" page that lists everything you do with minimal detail and no clear call-to-action.
Problem: No relevance, no conversion optimization, no reason to call you instead of hitting the back button.
Mistake #3: Irrelevant Landing Pages
We searched "Avalon Beach pool cleaning services". The results were shocking:
- Most sent traffic to homepages
- Some sent to location pages (not service-specific)
- Very few had actual pool cleaning service pages for that location
- Almost none had optimized landing pages
If Google search results are this bad, your competitors probably aren't doing it either. That's your opportunity.
What a Proper Landing Page Looks Like
Let's break down what actually works.
Essential Elements
1. Clear, Relevant Headline
Match the search intent exactly.
Bad: "Your Premier Pool Care Partner in Victoria"
Good: "Pool Cleaning Services in Fitzroy | Same-Day Service Available"
2. Prominent Call-to-Action (Multiple Times)
Don't make people hunt for how to contact you.
What you need:
- Large, visible phone number (clickable on mobile)
- "Call Us Now" button above the fold
- Contact form on the page (not a link to a contact page)
- Text/SMS option if available
- Live chat if you can staff it
Where to put them:
- Immediately below the headline
- In the middle of the page
- At the bottom of the page
- Sticky header or footer on mobile
3. Social Proof and Trust Signals
People need reasons to choose you over competitors.
Include:
- Customer reviews (recent ones, with names and photos)
- Star ratings from Google, Facebook, or review sites
- "5-star rated on Google" badges
- Awards or certifications
- Years in business
- Number of customers served
Place these prominently. Above the fold if possible.
4. Service Details and Process
Explain exactly what you do and how it works.
What to include:
- What's included in your service
- Your process (Step 1, Step 2, Step 3)
- Pricing (if you're comfortable sharing ranges)
- Service area map
- FAQ section addressing common questions
5. Visual Proof
Show, don't just tell.
Use photos of:
- Your actual work (before/after shots)
- Your team
- Your vehicles/equipment
- Real customers (with permission)
Avoid: Stock photos everyone has seen. That woman from Unsplash that appears on every small business website? She's busy enough.
6. Mobile Optimization
Over 60% of Google Ads traffic comes from mobile devices.
Your landing page must:
- Load in under 3 seconds
- Have clickable phone buttons
- Have large, tappable form fields
- Display properly on small screens
- Not require zooming or horizontal scrolling
Test it on your actual phone, not just desktop preview mode.
The Keyword-Ad-Landing Page Alignment
This is crucial and where most businesses fail.
The Right Structure
Keyword: "pool cleaning fitzroy"
Ad Headline: "Pool Cleaning Services Fitzroy"
Ad Description: "Professional pool cleaning in Fitzroy. Same-day service available. Call now for your free quote."
Landing Page URL: yourwebsite.com.au/pool-cleaning-fitzroy
Landing Page Headline: "Professional Pool Cleaning Services in Fitzroy"
Landing Page Content: Specific information about pool cleaning services in Fitzroy, including local areas served, pricing for Fitzroy residents, testimonials from Fitzroy customers.
Everything aligns. The search intent is matched at every step.
The Wrong Structure (What We See Constantly)
Keyword: "pool cleaning fitzroy"
Ad Headline: "Pool Services Melbourne"
Ad Description: "We do pools. Call us."
Landing Page URL: yourwebsite.com.au
Landing Page: Generic homepage talking about all services in all areas with no clear call-to-action.
Nothing aligns. Conversion rates suffer. Cost per conversion skyrockets.
Keyword Targeting Strategy
While we're on the topic, let's address keyword match types because this impacts landing page strategy.
Phrase Match (Recommended Starting Point)
Use phrase match keywords in quotes:
"pool cleaning melbourne""pool cleaning fitzroy""pool cleaning service"
Why: Balance between volume and relevance. You get enough traffic without tons of irrelevant searches.
Exact Match (For High-Intent Keywords)
Use exact match in brackets:
[emergency pool repair melbourne][pool cleaning cost fitzroy]
Why: Maximum control, zero wasted spend, highest intent.
Broad Match (Test Carefully)
Only use broad match if:
- You're spending $5,000+ monthly
- You need volume and have conversion data
- You're using automated bidding
- You monitor search terms religiously
Important: Broad match with small budgets = wasted money on irrelevant searches.
The Lead Follow-Up Problem
Even with a perfect landing page, you're losing leads if your follow-up is broken.
The Phone Call Problem
Scenario: Someone calls your business at 10 AM on Tuesday. You're on another job. They leave a voicemail.
What happens:
- They call your competitor
- Competitor answers
- Competitor books the job
- You call back at 5 PM
- They've already hired someone else
You just wasted your Google Ads spend.
The Solution: Automated SMS Response
Use services like Twilio, MessageBird, or CRM systems with SMS capabilities.
When you miss a call:
- System automatically sends SMS immediately: "Hi, this is Fitzroy Pool Cleaning. Sorry I missed your call! I'm with another customer but will call you back within 30 minutes. What's the best time to reach you?"
- Lead receives instant acknowledgment
- They don't call your competitor
- You call back within 30 minutes
- You close the lead
Cost: Minimal (often $10-20/month for SMS automation)
Return: Capturing leads that would otherwise go to competitors
The Quote Request Problem
Someone fills out your "Request a Quote" form.
Bad response time: You respond in 24-48 hours
Competitor response time: They respond in 15 minutes
Who gets the job? The competitor, every time.
The Solution: Automated Email + Fast Follow-Up
Immediate automated email:
Thanks for requesting a quote from [Your Business]!
We've received your information and one of our team will
contact you within 2 hours to discuss your needs and provide
a detailed quote.
In the meantime, here's what you can expect:
[Clear description of your process]
If you need immediate assistance, call us at [phone number].
Thanks,
[Your Name]Then: Call them within 2 hours. Not tomorrow. Not next week. Within 2 hours.
At 20 Minute Marketing, our online marketing course for small business includes complete lead follow-up system templates, including email automation, SMS systems, and CRM integration specifically for Australian small businesses.
The CRM Connection
Connect your lead forms to a CRM system.
Why this matters:
- Automatic lead capture - Every form submission goes directly into your system
- Mobile notifications - Get alerted immediately on your phone
- Scheduled follow-ups - System reminds you to follow up if you haven't
- Lead tracking - See which Google Ads campaigns generate actual customers
- Staff assignment - Automatically assign jobs to team members
- Revenue attribution - Know exactly which keywords make you money
Compatible CRMs for Australian businesses:
- HubSpot (free tier available)
- Salesforce
- Zoho CRM
- Pipedrive
- ServiceM8 (popular for trades)
Most integrate directly with Google Ads for closed-loop reporting.
Real Example: What Good Looks Like
Here's what we found when analyzing pool cleaning services (principles apply to any service business):
Good Landing Page Elements
Homepage (even their homepage was optimized):
- ✅ "Request a Quote" button prominent
- ✅ Phone number large and clickable
- ✅ Service links to specific pages
- ✅ Testimonials visible
- ✅ Multiple conversion opportunities
Service-Specific Page:
- ✅ Clear headline: "Elevate Your Pool with Expert Cleaning and Maintenance Services"
- ✅ Request quote form immediately visible
- ✅ Live chat available
- ✅ "Contact Us Now" button
- ✅ Phone number prominent
- ✅ Service details explained
- ✅ FAQ section included
Only issue: Background image with white text was hard to read. Small fix.
Missing Opportunity
Despite this great landing page, if they don't answer calls or respond to quote requests quickly, they're still losing leads.
The complete system requires:
- ✅ Optimized landing page
- ✅ Fast phone response or SMS automation
- ✅ Immediate email confirmation on forms
- ✅ Follow-up within 2 hours
- ✅ CRM tracking everything
Australian Business Specifics
Local Landing Pages
Create location-specific landing pages for each suburb you serve.
Example for a Melbourne plumber:
/plumber-fitzroy/plumber-richmond/plumber-carlton/plumber-collingwood
Each page should have:
- Suburb name in headline
- Local landmarks mentioned
- "Servicing [Suburb] and surrounding areas"
- Testimonials from that suburb if possible
- Local photos if available
Mobile-First Design
Australians use mobile heavily for local searches.
Your landing page must:
- Load fast on 4G networks
- Have thumb-friendly buttons
- Display phone numbers as click-to-call
- Work perfectly on iPhone and Android
- Not require typing essays on mobile forms
Trust Signals for Australian Businesses
Include:
- ABN/ACN clearly displayed
- Licensing information (if applicable)
- Insurance details
- Industry association memberships
- Local business awards
- Google reviews with star ratings
Creating High-Converting Landing Pages
The Formula
Above the fold:
- Clear headline matching search intent
- Subheadline explaining main benefit
- Large phone number (clickable on mobile)
- Primary CTA button ("Get Free Quote")
- Trust signal (5-star rated, years in business)
Middle section:
- Service details and process
- Why choose us (3-5 bullet points)
- Testimonials with photos
- Secondary CTA
Bottom section:
- FAQ section
- Service area information
- Final CTA
- Contact information repeated
Tools to Build Landing Pages
Page builders:
For e-commerce:
- Shopify landing pages
- WooCommerce with builder plugins
Website builders:
Our small business digital marketing training includes landing page templates specifically designed for Australian service businesses, with proven conversion rate optimization techniques.
Testing and Optimization
Don't just create one landing page and call it done.
What to Test
Headlines:
- "Pool Cleaning Fitzroy" vs "Fitzroy Pool Cleaning Service"
- "Same-Day Service" vs "24/7 Emergency Service"
CTA buttons:
- "Get Free Quote" vs "Request Your Quote"
- "Call Now" vs "Call Us Today"
- Button colors (test contrasting colors)
Form length:
- Long form (more fields) vs short form (name, phone, email only)
Trust signals:
- Reviews above vs below the fold
- Different testimonial formats
Images:
- Your actual work vs professional stock photos
- Team photos vs equipment photos
How to Test
Use Google Optimize (free) or paid tools like Optimizely or VWO to run A/B tests.
Test one element at a time so you know what actually made the difference.
Measuring Success
Track these metrics:
Landing page performance:
- Conversion rate (% of visitors who take action)
- Bounce rate (should be under 50%)
- Time on page (2+ minutes is good)
- Form submission rate
- Phone call rate
Lead quality:
- Quote request to booked job conversion
- Revenue per lead
- Customer acquisition cost
- Lifetime value by source
Response time:
- Average time to respond to leads
- Phone answer rate
- Quote delivery time
Use Google Analytics 4 connected to your Google Ads account to track all of this.
The Complete System
Here's what a properly optimized Google Ads to customer system looks like:
Step 1: The Search
Customer searches: "pool cleaning fitzroy"
Step 2: The Ad
Your ad appears: "Pool Cleaning Fitzroy | Same-Day Service | Free Quote"
Step 3: The Click
They click and go to: yourwebsite.com.au/pool-cleaning-fitzroy
Step 4: The Landing Page
- Clear headline matching their search
- Prominent phone number and form
- Service details and testimonials
- Multiple conversion opportunities
Step 5: The Conversion
They call or submit a form
Step 6: The Response
- If they call and you miss it: Immediate SMS sent
- If they fill form: Immediate email confirmation
- You call back within 30 minutes
- You send quote within 2 hours
Step 7: The Booking
They book because you responded fast and professionally
Step 8: The Tracking
- Lead goes into CRM
- Tagged with source (Google Ads campaign/keyword)
- Job assigned to team member
- Revenue tracked back to specific keyword
This is how you maximize ROI from Google Ads.
Want to Build This System?
Setting up this complete system—from optimized landing pages through automated follow-up and CRM tracking—requires knowledge across multiple platforms.
At 20 Minute Marketing, our small business digital marketing course teaches you exactly how to build this system for Australian businesses. We cover:
- Landing page design and optimization
- Form and CRM integration
- Lead response automation
- Google Ads to CRM tracking
- Conversion rate optimization
- Mobile optimization techniques
Whether you're running Google Ads yourself or hiring an agency, understanding this complete system ensures you're not wasting money driving traffic that never converts.
The Bottom Line
The biggest Google Ads mistake isn't in your account—it's after the click.
You can have:
- Perfect keywords
- Excellent ads
- Great click-through rates
- Decent cost per click
But if your landing pages are generic, your calls go unanswered, and your follow-up is slow, you're wasting money.
Fix the post-click experience:
- ✅ Create service and location-specific landing pages
- ✅ Add multiple clear calls-to-action
- ✅ Set up automated SMS for missed calls
- ✅ Send immediate email confirmations on form submissions
- ✅ Respond to all leads within 2 hours
- ✅ Track everything in a CRM
Do this, and your Google Ads campaigns will generate 3-5x more customers without spending a dollar more on advertising.
Because the businesses winning at Google Ads aren't the ones with the biggest budgets—they're the ones with the best post-click experience.
Ready to optimize your complete customer acquisition system? Explore our small business digital marketing courses designed for Australian businesses.
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