Why are Google search ads burning money with no inquiries?

Have you noticed a problem? Google search ads keep spending money, with many clicks but very few inquiries. Many foreign trade business owners' first reaction is: Are the keywords inaccurate? Is the bid not high enough?

But in reality, what often drags down ad performance isn't the ads themselves—it's your independent website.

In Google search ads, it's not about who bids higher gets recommended. Google focuses on three things:

1. Whether the ad is relevant; 2. Whether users are satisfied after clicking; 3. How good your landing page experience is. If after clicking, the page loads slowly, the quote entry is hard to find, or the content doesn't match their searched product, Google will judge: This ad isn't suitable for continued recommendation. The result? For the same keywords, you'll need higher bids yet still rank lower than competitors.

Common issues with many foreign trade websites:

First, ads target product keywords, but the landing page shows company introductions or product catalogs;

Second, inquiry buttons are buried deep, leaving customers clueless about how to contact;

Third, pages are filled with fluff—no specs, lead times, or procurement advantages.

Search ad visitors already have clear purchase intent—they're not there for marketing slogans but to quickly judge if you're a suitable supplier.

Remember: Ads bring the right people in, but your independent site determines whether you can turn that traffic into inquiries.

Next video, we'll discuss: What should a Google-search-ad-optimized foreign trade independent website look like?