Why Aren’t My Google Ads Converting Into Signed Cases?

If your Google Ads are getting clicks but not signing cases, the problem is almost always intake, not the ad. The conversion doesn’t happen on the landing page — it happens on the phone call ninety seconds later. You can run a flawless campaign and still lose every case to a voicemail.

The usual culprits, in order

• Slow or no response. A click you paid for is a donation if the call rings out. If you’re not answering in under a minute — nights and weekends included — your spend is funding someone else’s caseload.
• No after-hours coverage. Serious accidents happen at night. Voicemail at 9 p.m. loses the case to whoever picks up.
• Weak qualification and closing. Even when you answer, an untrained intake that doesn’t qualify and doesn’t close on the call leaks signable cases.
• Loose targeting. Broad match plus thin negative keywords drags in researchers and property-damage-only searches that were never going to sign.
• Landing pages that don’t convert. No click-to-call above the fold, slow on mobile, or a mismatch between the ad and the page.

How to fix it

Start at intake, because it’s the biggest lever: answer instantly, 24/7, qualify hard, and sign on the call. Then tighten the campaign — negative keywords, severity-weighted targeting, fast mobile pages with click-to-call.

A top ranking only matters if someone’s there to answer when it works.

That’s why we never hand off LSAs and paid search without managed intake behind them. Marketing creates the opportunity; intake is where the case is won.