Cut Your CPC and Double Your Clicks: Fix These 3 Google Ads Mistakes
You’re spending money on Google Ads, but something doesn’t add up. Your budget disappears fast, your clicks are low, and conversions? Crickets. If you’re a local or regional ISP trying to compete with the big guys, here’s the truth: it’s not your service that’s the problem—it’s your ad strategy.
Let’s fix that. Here are the top 3 Google Ads mistakes we see ISPs make (and how to fix them fast):
- Bidding on the Wrong Keywords
Most ISPs make the mistake of targeting broad terms like “internet service” or “Wi-Fi.” Guess what? So is everyone else—especially the national giants with 10x your budget.
Fix it: Target long-tail, high-intent keywords that include location and service specifics. Think “high-speed internet in Bozeman MT” or “no-contract rural broadband.” These keywords are cheaper, more relevant, and drive people who are ready to sign up. - Generic Ad Copy That Doesn’t Convert
“Fast. Reliable. Internet.” Sound familiar? That’s what everyone says—and it doesn’t give searchers a reason to click your ad.
Fix it: Make your unique selling points crystal clear in the ad copy. Highlight what the big guys can’t offer: local service, no contracts, real support, or community involvement. Add a strong call to action like “Check Service Availability” or “No Hidden Fees – See Plans Now.” - Ignoring Your Landing Page Experience
Clicks are just the beginning. If you’re sending people to a generic homepage with no clear next step, they’re bouncing—and you’re wasting budget.
Fix it: Create a focused landing page for each ad group. Make sure the headline matches the ad, the offer is clear, and there’s a simple form to check service availability or schedule a call. Also, speed matters—if your page loads slow on mobile, you’re losing people before they even see it.
Final Thought
You don’t need a huge budget to compete—you need a smarter strategy. By tightening up your keywords, clarifying your message, and fixing the path from click to conversion, you’ll lower your cost-per-click and finally get the results you’re paying for.
If you’re ready to implement this and want a team who knows the ISP game inside and out, let’s talk. At The Endura Lab, we help local providers win where it matters most—on the front lines of search.