Phil Risher explains why your Google Ads aren't converting: your customer service reps lack a tight phone script, so high-quality leads turn into price-shopping conversations that go nowhere. Cold ad leads need speed and authority to build trust fast. A disciplined script, not just niceness, turns ad spend into actual sales.
Here's what the data tells us. You are blaming Google for a problem that happens after the phone rings. We listen to the calls. They are good leads coming into your business. The problem is that your CSRs don't have a phone script to follow, and every single call is just a price shop, and then they decide they don't want to work with you. We see this all the time when you are used to just referrals coming into your business and warm leads coming in. And then when you layer in cold ads, the way that people build trust is by speed and authority. And when you have a call script, it's tight. You can get those cold leads into opportunities. But if you just rely on someone who's nice on the phone, I did this, that's how I know. If you just rely on someone who's nice on the phones, that's not going to cut it when you start running cold ads and you try to scale your business. Don't let your Google Ads or any ads that you're running die because of what happens on a phone call.
