If people are clicking, the targeting is working. The money is being lost after the click, and that is good news — it is the cheaper half to fix.
The five causes we find most
1. The page does not repeat the promise
Someone clicked an ad about emergency callouts and landed on a general homepage. They have to hunt for what they were promised, so they leave.
2. There is nothing to do
A page with no obvious next step converts on stubbornness alone. One clear action, repeated, beats four competing ones.
3. The form asks too much
Every extra field costs you people. Ask for what you need to make the first call, and nothing else.
4. It is slow on a phone
If the page takes six seconds on 4G, half the traffic never sees it. This is measurable in minutes and usually fixable in hours.
5. Nothing says why you
Price is the only thing left to compare on when a page gives no other reason to choose you. Proof, specifics and real names all beat adjectives.
How to find out which one it is
Watch a recording of ten real sessions. You will usually know within twenty minutes, and it costs nothing.