Missed calls are wasted clicks

Here's a part of Google Ads that has nothing to do with Google Ads.

Someone searches for what you do. They see your ad. They click. You pay for that click. They ring your number.

Nobody answers.

What happens next? Most people don't leave a message. They go back to Google and ring the next business on the list. You've paid for a customer and handed them to a competitor.

Why it matters so much

Someone searching for a local service usually needs it soon. A burst pipe, a broken boiler, a locked door, a sore tooth. They're not going to wait for you to get back from a job.

All the work that goes into the account (the keywords, the ads, the tracking, the landing page) is wasted if the phone rings out at the end of it.

Simple fixes

Find out how many you're missing. If your account uses Google's call tracking, you can see calls from your ads, including short ones that might have been missed. Your phone provider may also show missed calls. Have a look. It's often more than people think.

Only show your number when someone can answer. You can schedule call assets so your number only shows during the hours you're actually picking up.

Have a plan for when you can't. A colleague, a call answering service, a call diversion to a mobile. Anything is better than ringing out.

Ring back fast. If you do miss a call, ring back as soon as you can. Minutes matter more than hours.

Treat forms the same way. A form enquiry that waits until tomorrow is a lead going cold. A quick reply, even just to say "got it, I'll ring you at 3", makes a difference.

Why I ask about this up front

When someone starts a pilot campaign with me, answering calls quickly is one of only two things I ask. The other is feedback on every lead.

I can get the right people to ring you. What happens when they do is down to you.