When you’re running Google Ads and getting impressions, clicks, and relevant search terms but zero conversions, the first thing most people blame is the landing page. And in many cases — yes, the landing page is the silent killer.
Recently, I received a query from a small service-based business owner running Google Ads for glazing repairs in the UK. His tracking was set up, impressions were strong, clicks were relevant, but conversions were completely missing.
He suspected his landing page.
So I opened it, reviewed it, and here’s the complete breakdown.
1. First Impression: The Landing Page Isn’t Bad — But It Isn’t Convincing Either
From the top fold, the phone number was clickable, WhatsApp was working, and the overall structure wasn’t terrible. But the page lacked trust, authority, and persuasion triggers that make a user take action.
Remember:
Google Ads brings the visitor.
Your landing page closes the sale.
If the page doesn’t convince a user within 3–5 seconds, you lose them.
2. Conversion Tracking Check — Always Step #1
Before I audit any landing page, I test all conversion points:
✔️ Call button
✔️ WhatsApp button
✔️ Request Quote form
✔️ Secondary CTA buttons
✔️ Trust badges & service details
In this case, the form was functioning.
No technical conversion issue.
So if tracking is working and clicks are relevant, then…
The landing page definitely needs optimization.
**3. Missing the Most Important Element: Human Authenticity
This is one area 90% of service-based websites fail.
The landing page had:
– A logo
– Headline
– Service details
– Contact details
But no face, no team photo, no owner photo, and no brand identity.
In service businesses — especially in the UK — people look for:
- Who am I hiring?
- Are they real?
- Can I trust them?
- Do they have a physical presence?
Adding a simple real face image increases conversions by 20–40%, based on multiple case studies and my own client history.
4. No Testimonials, No Case Studies, No Social Proof
People trust stories more than sales pages.
A landing page must include:
✔️ At least 3–5 real testimonials
✔️ Before/After images (if applicable)
✔️ Mini case studies
✔️ Client reviews from Google, Trustpilot, or Facebook
✔️ Proof of previous jobs
This builds instant authority.
In the reviewed landing page, this section was completely missing — which means users had no reason to believe the service was credible.
5. Social Media Buttons Not Working — Huge Trust Issue
The social media icons were present but the links were broken.
A broken link instantly creates doubt:
“If the business hasn’t updated simple links, how will they deliver a reliable service?”
Fixing this alone can boost your trust score significantly.
6. Missing Urgency Triggers (Countdown Timer Works Wonders)
Big brands like Hostinger, Shopify templates, and modern landing pages use countdown timers to create urgency.
Example:
“Today Only – 10% Off”
Counter: 04:59 → 04:58 → 04:57
Users are psychologically triggered to act faster.
This landing page lacked any form of urgency or fear of missing out (FOMO).
A limited-time offer or a countdown timer can increase conversions by up to 30%.
7. Poor Visibility of Text — Light Font on Light Background
One of the biggest mistakes on this page:
Light background
+
Light white font
Low readability
If the user cannot easily read the headline or service information, they will exit immediately.
Always ensure:
✔️ Dark text on light background
✔️ High contrast
✔️ Mobile-first readability
8. Google Business Profile (GBP) Missing or Not Prominent
GBP is a must-have for local service businesses.
When users see:
- 5-star reviews
- Real images
- Verified presence
- Location pin
…they convert 2x faster.
If you’re running Google Ads + GBP together, your conversion rate almost always improves.
I highly recommend embedding:
✔️ GBP Review Widget
✔️ Star ratings
✔️ “Rated #1 in your area” type badges
9. Use Heatmap Tools to See Where Users Drop Off
Two tools I always install:
✔️ Hotjar
✔️ Microsoft Clarity
Heatmaps show exactly where users stop scrolling, what they hover on, and which sections they ignore.
This can tell you:
- If your CTA is too low
- If your hero section isn’t convincing
- If users never reach your form
- If the phone number needs to be repeated
Heatmaps are like having X-ray vision for your landing page performance.
10. Check for Invalid Clicks & Wrong Location Targeting
If all landing page elements are good but conversions are still zero, then:
✔️ Competitors might be clicking on your ads
✔️ You may be targeting the wrong area
✔️ Your ads might be running at the wrong hours
✔️ You could have a weak bidding strategy
✔️ Your keyword match types may be irrelevant
Use tools like:
– Statcounter
– ClickCease
– IP monitoring
– Conversion paths
And double-check your location targeting in Google Ads.
Final Thoughts: Landing Page + Google Ads = Must Work Together
A great landing page can save a bad campaign.
A great campaign can’t save a bad landing page.
For local service businesses, your landing page needs:
✔️ Trust
✔️ Clarity
✔️ A story
✔️ Human connection
✔️ Urgency
✔️ Professional visuals
✔️ Real reviews
✔️ Functional CTAs
If you fix even 5 out of the 10 issues mentioned above, your conversion rate will improve instantly.
Need Help?
If you want:
– A full landing page audit
– Google Ads setup or management
– GBP optimization
– SEO
– Merchant Center reinstatement
– Meta Ads or Bing Ads
– Website development
My digital marketing company AARS Webs is here to help.
You can hire me or my team through the link in the description or contact me anytime.