We’ve audited dozens of DTC and eCommerce ad accounts, and in most cases, the problem isn’t the platform — it’s what happens after the click.
You’ve launched your Google Ads campaign. You’re seeing clicks. The budget’s burning. But conversions? Barely a trickle.
Sound familiar?
Before you blame Google or raise your bids, take a closer look at your funnel. We’ve audited dozens of DTC and eCommerce ad accounts, and in most cases, the problem isn’t the platform — it’s what happens after the click.
This 10-step checklist breaks down the most common funnel leaks killing your ROAS — and how to fix them fast.
10 Reasons Your Google Ads Don’t Convert (And How to Fix Them)
Most underperforming ad campaigns aren’t suffering from bad ads — they’re suffering from broken funnels. Use this checklist to spot the silent killers in your conversion path.
1: Is Your Offer Crystal Clear Above the Fold?
Your landing page has about 3 seconds to answer one question: “Why should I care?”
If your core offer (value, product, or promise) isn’t immediately visible above the fold, users bounce.
Fix it: Place your offer, USP, and CTA in the top section — no scroll needed. Use bold copy, contrast, and clarity.
SEO Tip: Make sure terms like free shipping, limited offer, or X% off are in headings or highlighted text — Google picks them up.
2: Are You Matching Search Intent to Page Content?
Your ad talks about discounts — your page talks about product features. That mismatch creates friction and confusion.
Fix it: Align your ad copy, headline, and landing content to reflect the same benefit, tone, and offer
SEO Tip: Use variations of your ad keywords (e.g., buy now, affordable X, best deal on X) in the H1 or body.
3: Do You Have a Strong Call-to-Action?
“We’re excited to have you here” is not a CTA.
Your users need direction, not poetry.
Fix it: Use direct, benefit-driven CTAs like Get My Discount, Start My Free Trial, or Claim Offer Now — and repeat it across the page.
4: Is Your Landing Page Mobile-Optimized?
If your CTA button is hidden on mobile, or your layout breaks on small screens, you’re losing up to 80% of your traffic.
Fix it: Check mobile behavior in GA4, and use tools like BrowserStack or real-device testing to ensure responsiveness.
5: Is Your Landing Page Mobile-Optimized?
If you’re showing the same message to first-time viewers and returning customers, you're wasting budget.
Fix it: Build separate campaigns for TOF (cold), MOF (engaged), and BOF (warm) users — tailor your message based on their stage.
6: Is Your Page Speed Below 3 Seconds?
A 1-second delay in page load = 7% drop in conversions.
And Google penalizes slow pages in rankings.
Fix it: Compress images, reduce third-party scripts, use lazy-loading. Test speed using Google PageSpeed Insights.
7: Are You Using Retargeting Strategically?
Most visitors won’t convert on the first visit. If you’re not retargeting them with relevant offers, you’re leaving money on the table.
Fix it: Use remarketing audiences in Google Ads to show BOF content: testimonials, offers, and urgency-based messages.
8: Are You Using Retargeting Strategically?
If your only goal is “Purchase,” you’re flying blind. Track steps like: product views, add-to-carts, time on page, scroll depth.
Fix it: Set up GA4 events or import micro-goals into Google Ads. This gives clearer signals for optimization.
9: Is Your Ad Creative Consistent with the Landing Page?
Visual mismatch = drop in trust.
If your ad shows product A and your page highlights B, the user thinks they landed in the wrong place.
Fix it: Match the hero image, headline style, and color palette across the entire click journey.
10: Is Your Ad Creative Consistent with the Landing Page?
No brand gets it right the first time. Yet most eCom stores run a single version of their page for months.
Fix it: A/B test different CTAs, layouts, testimonials, and formats.
Use Google Optimize, VWO, or Convert to test and learn.
These 10 points cover the most common reasons your Google Ads might not be converting — but they’re just the basics. If you’ve already checked every box here and your performance still isn’t where it should be, it’s time to dig deeper into your funnel structure, value proposition, and conversion flow.
At ELFshift, we help DTC and eCommerce brands turn underperforming traffic into scalable revenue through our Conversion Performance services.
Want a second pair of eyes on your funnel? Reach out to us — we’d love to help you identify where your growth is leaking.
