When an account is underperforming, the first instinct is to go into the bids. Lower the losers, raise the winners, adjust the schedule. It is satisfying work and it has a floor: you can only pay so much less for the same click.
The page has no floor. If the same traffic converts at twice the rate, every number in the account improves at once, and you did not spend a penny more.
Where the click actually goes wrong
- The page answers a different question than the ad. Somebody searched for a 16-seater minibus and landed on a general services page. They now have to find their own way to the thing they asked for. Most will not.
- The action is below the fold on a phone. Check it on a phone, not a narrow browser window. Most paid traffic in most accounts I see is mobile, often overwhelmingly.
- The form asks for more than it needs. Every optional field is a place to stop.
- There is no price, no range, and no reason there isn’t one. People will accept “from £X” or “depends on distance — here is how we quote”. They will not accept silence.
- Nothing on the page says why you rather than the next tab. Not a slogan. A concrete reason: the fleet, the hours, the guarantee, the people.
Do this before your next bid change
Open the top three landing pages on a phone. Read them as someone who has just typed the query that brought them there. Write down the first moment you would have left. Fix that one thing.
Bid tuning is necessary and it is finite. The page is where the money you already spent either turns into an enquiry or does not.