If I sent 1000 new qualified leads to your website, how many of them would turn into clients?
If you can't answer that question, you would be well advised to stay off Google Ads until you can figure that out.
I can't tell you how many people have said to me, I've tried Google pay-per-click and it didn't work for me! Traffic is not the magic bullet that will turn your business around.
Start with your Google Analytics.
1. How many visitors have been to your site over the last 3-6 months. (The time frame doesn't really matter).
2. How many of those visitors either picked up the phone or sent an email inquiry?
YOU NEED TO KNOW THIS BEFORE YOU START DRIVING TRAFFIC TO YOUR SITE WITH PAID ADS!
If your website has had 1000 visitors and you got zero customers, guess how many customers you'll get when you send 5000 new visitors to your site? YUP! A BIG FAT ZERO.
So, what should you do?
1. Make sure you have an offer for one thing. That's why those visitors are there.
2. Test your page for conversions and try different approaches. Can you add things to your offer that improve your chances of winning the business?
Without going into the discipline of developing a landing page, consider that the more you have on the page, the more confusing it gets for the consumer. In the face of confusion, your potential customer goes away. Put your most enticing product and service front and center and lead them deeper into your site. Add to your offer so you're not selling on price alone. Ultimately, focus on the conversion value of your page BEFORE you start sending traffic to it.
The only way Google Ads work is if you make more than you spend. If you get to that point then spend away! You've now got the dream ATM machine where you insert a buck and it kicks out two!