You’ve just launched your Google Ads campaign. You’re excited. You check your phone every hour waiting for that flood of new clients. But nothing happens. Or worse, people are clicking your ads, but nobody’s calling or filling in your contact form.
Sound familiar?
Here’s the thing most business owners don’t realize: Running ads is a lot like online dating. And once you understand this, everything makes more sense.
Google Ads Is Like Online Dating And You Can’t Marry Someone on the First Date
Think about it. You wouldn’t create a dating profile, get one person to swipe right, and expect to marry them immediately. That would be insane, right?
But that’s exactly what many business owners expect from their advertising. They want someone to see an ad, click it, and immediately become a paying client. It just doesn’t work that way.
Here’s the actual journey your potential clients go through:
Stage 1: They Notice You
Your Google Ad pops up when they’re searching for what you offer. This is like getting that first swipe right on a dating app. It’s just the beginning. They’re curious, but they don’t know you yet.
Stage 2: They Check Out Your Profile
Now comes the critical part. They click your ad and land on your website. This is where most business owners lose potential clients.
Your website is your dating profile. If it’s confusing, looks unprofessional, or doesn’t clearly show what you’re selling and how to contact you, people will leave. Just like a bad dating profile, they’ll move on to the next option without a second thought.
Stage 3: They Take Time to Warm Up
Even if your website looks good, people rarely buy on the first visit. They might browse your services, check your prices, read some reviews, and then leave. This is normal.
They might come back a few days later. They might compare you to your competitors. They might show your website to their partner or business partner. This warming-up period is essential. People need to build trust before they spend money, especially on services.
Stage 4: They’re Ready to Chat
Finally, after seeing your ad a few times and visiting your website, they’re ready to reach out. They fill in your contact form or pick up the phone. This is your first coffee date. Now the real conversation can begin.
Stage 5: You Win Them Over
Only now can you actually demonstrate your value, answer their specific questions, and close the sale. The ads brought them to you, your website convinced them you were worth talking to, and now your service and expertise seal the deal.
Why Your Website Matters More Than Your Ads
Here’s the uncomfortable truth: If people are clicking your ads but not contacting you, it’s usually not the ads that need fixing. It’s your website.
Your ads might be doing their job perfectly by getting people to click. But if your website doesn’t convert those clicks into contacts, you’re wasting money.
Ask yourself these questions honestly:
Is it crystal clear what you sell? Can someone land on your homepage and know within 5 seconds exactly what you do and who you help? Or do they have to hunt around to figure it out?
Is it easy to contact you? Is your phone number visible at the top of every page? Is your contact form simple with just a few fields? Or are you making people work hard to get in touch?
Does your site look trustworthy? Does it load quickly? Does it look professional? Are there testimonials or reviews? Or does it look like it was built in 2005 and never updated?
Are your next steps obvious? Do you clearly tell people what to do next? “Call us for a free quote” or “Book a consultation” or “Get started today”? Or do they have to guess what the next step should be?
The Reality Check
Good ads plus a good website equals happy clients. But it takes time.
Most people need to see your brand multiple times before they’re ready to buy. Marketing experts call this the “Rule of 7” – people typically need to see your message at least seven times before they take action.
So be patient. Make sure your website is doing its job properly. Keep your ads running consistently. And understand that just like dating, rushing never works.
The clients will come. They just need time to get to know you first.
Ready to make sure your website is converting the traffic your ads are bringing? Take an honest look at your site today, or better yet, ask someone who doesn’t know your business to visit it and tell you if they understand what you do within 5 seconds. These guys can also help.