Why aren't my Google Ads generating leads?

In most cases, the ads are generating clicks and the traffic is arriving. The problem is what happens next. The median service business website converts only 3.6% to 7.8% of visitors into leads, depending on the industry. If your site doesn't immediately build trust, make it easy to take the next step, and give visitors a clear reason to choose you, the traffic leaves without converting. The issue usually isn't the ad — it's the landing page.

What is a good website conversion rate for a service business?

It depends on the industry. Home services averages 7.8%, with top performers reaching 16%. Medical practice websites convert at a median of 3.6%, while top-performing healthcare sites reach over 20%. Emergency services like plumbing convert higher at 12% to 16% because urgency drives immediate action. Planned services and consultative purchases sit lower. If your site is below your category average, there are likely specific, fixable problems causing the gap.

How much does a roofing lead cost on Google Ads?

Roofing leads on Google Ads typically cost $133 to $500 per lead, depending on your market and competition. Cost per lead has been increasing across home services, with 69% of businesses seeing their CPL go up year over year. This makes conversion rate optimization critical, because improving the percentage of visitors who become leads reduces your effective cost per lead without increasing ad spend.

What is a CRO audit and does my business need one?

A CRO (Conversion Rate Optimization) audit is a structured evaluation of your website against proven conversion principles. It examines your homepage, service pages, calls to action, forms, trust signals, mobile experience, and page speed to identify specific problems that are causing visitors to leave without contacting you. If you're spending money on advertising and not getting the leads or calls you expect, a CRO audit identifies whether your website is the weak link before you spend more on traffic.

What is the biggest website mistake service businesses make?

The most common mistake is having no clear value proposition on the homepage. Many service business websites use the business name as the headline with no statement explaining what makes them different or why a visitor should take the next step. Homeowners now request six or more competitive bids per job, and patients compare multiple providers before booking. Your site is being evaluated side by side with competitors. If it doesn't immediately communicate why you're the right choice, visitors move on.

Does page speed really affect whether I get leads from my website?

Yes. Bounce probability increases 32% when page load time goes from one second to three seconds, and 90% at five seconds. A slow site loses visitors before they ever see your services, your reviews, or your contact form. This affects both mobile and desktop visitors. Google also uses mobile page speed as a ranking factor, meaning a slow site can reduce your visibility in search results and your conversion rate at the same time.

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