Google Ads
Why your cost per click is high and enquiries are zero
When a click costs plenty and produces no enquiries, the problem is usually the match between what somebody searched and what the page offered. Paying more for the same traffic makes it worse rather than better.
What a high click cost is actually telling you
Click prices come from an auction, so a high price means other businesses value that search. That is useful information. It says the phrase is worth having and it does not say the traffic arriving is the traffic you want.
The two come apart when the account buys broadly. Broad matching around an expensive phrase pulls in searches that were never going to become work, at the same premium price.
Why the enquiries never arrive
There are three usual causes. The search was a research query rather than a buying one, the page did not match what the ad said or the next step took more effort than the person was willing to spend.
Each of those produces the same symptom and each has a different fix, so working out which one is happening matters more than adjusting the bid.
What to change before raising the budget
Read the search terms report first. It lists what people actually typed before clicking and it is the fastest way to see whether the account is buying the right kind of attention.
Then check that the page repeats what the ad promised. A click is expensive, so the page should finish the conversation rather than start a new one.
How to read the search terms report
Split what you find into three groups. Searches that were clearly looking to buy, searches that were clearly researching and the ones in between. The first group is what the account should be spending on and the second is what it should be excluding.
Most accounts leaking money have the second group running at full price. Removing it often lowers the cost per enquiry without lowering the volume of real work.
Questions buyers ask
Why is my cost per click so high
Because other businesses bid for the same search. A high price says the phrase is valuable, not that the traffic arriving will become work.
Should I pause the campaigns if there are no enquiries
Not before reading the search terms report. The problem is usually which searches are being bought rather than the fact of advertising.
What fixes high clicks and no enquiries
Buying the searches with buying intent, excluding the research ones and making the page match what the ad promised.
Where this fits
Where Monolith Media fits
Monolith Media runs Google Ads as one managed marketing service for established Australian businesses, measured to the enquiries it produces. The free check names the part worth fixing first before anything is quoted.
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What counts as a good cost per lead
How to judge whether your cost per lead is healthy, and why the number means little without the value behind it.