You're paying for clicks from people who will never convert. High-end remodeler showing for "cheap contractor"? Plumber showing for "plumbing jobs"?

Block these:

• • "free," "cheap," "DIY" (if you're not budget-focused)
• • "jobs," "salary," "careers"
• • Competitor names (unless doing competitive campaigns)
• • Wrong locations

Review search terms weekly and add new negatives as you find bad matches.

Visitors land on your page but don't know what to do next.

The fix:

• Make your CTA obvious (big button, contrasting color)
• Place it above the fold
• Repeat it throughout the page
• Use action language: "Get a Free Quote" not "Submit"

Your form asks for name, email, phone, address, project details, budget, timeline... People give up.

Minimum viable form:

• Name
• Phone or email
• Brief message (optional)

That's it. You can gather more info on the call.

Someone from a company they've never heard of is asking for their contact info. Why should they trust you?

Add trust signals:

• Google reviews (star rating + count)
• Testimonials with names
• Credentials (licensed, insured, certified)
• Years in business / jobs completed
• Guarantees

60%+ of ad clicks are on mobile. If your landing page is slow or hard to use on a phone, you're losing them.

The fix:

• Test on actual phones
• Click-to-call buttons (prominent)
• Simplified forms
• Fast loading (3 seconds max)
• Tap-friendly buttons