Write down what a good enquiry looks like
Specify the service, location and type of customer that the campaign should bring. A car body repair enquiry differs from a parts purchase, even if both mention the same vehicle. Without a definition, a busy inbox can look successful while the workshop receives little suitable work.
Next, agree what information makes a request worth discussing. A construction firm may need a project location and broad scope; a retailer may need the requested product. Do not make contact unnecessarily demanding. The aim is to distinguish relevant demand, not to require every detail before a conversation can start.
Read the promise from the customer’s perspective
Compare the wording of the advert with the first information on the destination page. If the advert suggests an immediate repair but the page only describes a consultancy service, the visitor has a reason to leave. Check the specific offer, coverage and next step rather than changing the headline at random.
Where search-query information is available, use it to understand the task people were trying to complete. Separate buying intent, research and requests outside your scope. Keep a note of the reasoning behind exclusions or wording changes so that a later review can explain what was changed and why.
Inspect the journey before deciding on a fix
The following sequence is a diagnostic framework. It does not identify the cause automatically; each step needs evidence from the page, available reports or the person handling enquiries.
| Observed problem | What to inspect | Possible next action |
|---|---|---|
| Visitors ask for an unavailable service | Advert wording and service description | Make the actual scope clearer |
| Visitors leave before contacting | Mobile page and key information | Remove a proven obstacle |
| Contact clicks but few conversations | Number, opening hours and response handling | Test the route and review missed enquiries |
| Conversations but few suitable jobs | Area, qualification and offer | Refine the offer and enquiry process |
Check the contact step with a real scenario
Use a normal phone to follow the path from the relevant page to the intended contact option. Does the number match the business? Can the visitor understand what happens next? A WhatsApp link opening a conversation is different from a message being sent, and a telephone tap is different from a connected call.
In a hypothetical repair business, unanswered calls during a busy period could explain part of the gap. Increasing ad spend would not repair that gap. Document when the business can respond, whether another person can cover and which requests should receive a follow-up.
Change one clear problem and compare like with like
Record the page or campaign changed, the reason and the period being reviewed. Avoid judging a quiet day against a busy month or comparing different service mixes as though they were identical. Low enquiry volume may require a longer observation period; there is no universal waiting time that proves a result.
A review with DPA can bring the advertising setup, page and business feedback together. Share the existing account information through appropriate access, your service priorities and an anonymised summary of enquiry outcomes. The proposed work should follow the evidence rather than a promise of a particular conversion rate.
- Define a suitable enquiry.
- Check advert and page consistency.
- Test contact details and response availability.
- Separate clicks, conversations and completed work.
Frequently asked questions
Should I increase the budget if enquiries are low?
Only after reviewing the offer, audience context, page and contact route. More clicks may magnify an existing problem instead of solving it.
Can a click report prove how many customers I gained?
No. Use the report’s actual event definitions and compare them with suitable conversations and completed work recorded by the business.