What do I do if my ads are getting normal click-through rates and cost per clicks, but no one is purchasing?

First, walk through your website step-by-step. Sometimes the most common fix for lack of purchases is a technical error. Meaning, when someone adds something to their cart, it doesn’t pop down their cart, a coupon code doesn’t work, a link doesn’t work, or there’s a glitch.

If these are new ads that you just launched and are testing for conversions, ask yourself "Is it a cohesive journey from my ad to my website?" If your ad is a picture of puppies and babies you will get a lot of traffic to your website, but clearly they were interested in the puppies and babies, not your product. That's an extreme example... but ensure that your ad is not to "intriguing" but more intent driven. That way, when people land on your website they know what you sell and are ready to buy.

Lastly, look at heat maps of your site to see where/why people are dropping off. We recommend Microsoft Clarity, as it is a free option that offers plenty of insight. Looking at heat maps can help you start to understand where the disconnect is on your site, and what can be fixed to improve the customer journey.