No leads

Only look at this one after you’ve determined that they have traffic and rankings

• Are they competitive in the market?  What is their offer compared to others?  Have them change their offer or help them build value into their offer.
• What is the product or service?  Is it clear on the site?
• Is the offer clear?  Is it enticing? Is there an offer at all?
• Is there some sort of 3rd party testimonial?
• Is there some sort of award, recognition, approval from the business community?
• Are the phone numbers, emails, and forms on the site easy to see?  Phone number in top right.
• All product or service pages should have a form.
• Is the form working?  Are there links that take you to broken pages?
• Are your calls going through?  Test it.
• Is there a hacker or a crazy employee?

No Impressions

• Are all pieces of the ad on?  The campaign, Set, Ad?
• Are your ads approved or completed?
• Do you have targeting set up that is good?  Is it too specific or too broad? Is your targeting not set up?

No Clicks

• Does it make sense for the ad to get clicks?  Is it a competitive ad? What’s the offer?
• Where is the ad showing up? (Placement)
• Is it a broken link?