Practical guide
Clicks but no enquiries: what should you check?
Start by checking the full journey: the ad, the click, the page and the enquiry. This makes it easier to find the cause than changing everything at once.
1. Check that enquiries are being recorded
Submit a test enquiry to check the form and notification, clearly marking it as a test. Confirm which actions count as conversions. A page view, a click on a phone number and a submitted form are different events.
Compare the ad platform, analytics and actual incoming enquiries. Clicks and visits can differ because of repeat clicks, page loading and measurement methods. A difference does not always mean something is broken.
2. Check who clicks and why
For search ads, review the available search terms report: does the person’s intent match your service and location? For social ads, consider whether the wording attracts people who are not a good fit for the offer.
Compare the promise in the ad with the page content. If the ad features one product but leads to a general list of services, visitors may not find what they need.
3. Follow the customer journey on a phone
Open the page on a phone: are the service and terms clear, are contact details easy to find and can you submit the form? Check for errors, unnecessary fields and confirmation messages.
Then look at what happens after an enquiry: does the person receive a reply, and can you reach them? Fix a confirmed problem and assess the change. With few visits, avoid drawing a firm conclusion from a single day.