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Site's speed is on point, call buttons are placed, keywords are ~ 30, what kind of info do you need, I am willing to share.

Thanks for the continuous help, I'll set up conversions and narrow the audience and only use exact match if that's what it is all about. Once again; very thankful for the responses.

What is the use of conversions, you mean conversion tracking or actual conversion action buttons ? I don't see the need of tracking conversions if that can be done through phone calls, this whole google ads thing isn't working out i reckon, the problem is that competitors are getting actual results.

When left on automatic, the cpc gets up to 10 €, else i cap it at 3 ~ 5 € I although only use phrase match so that i won't trigger irrelevant words France is the Country.

Thanks for the replies, i'll see what's about targetting, and landing page experience, is there anything else that could be the source of this inflated cpc ?

I am not, the keywords are very relevant to the intended audience, say "ac installation"

Everyday around 60 ~ 100 € are getting spent on ads although once a few days we get a call, it's really frustrating spending that much per click yet getting no actual returns, is there something am missing out ? The contest is that we run a home improvement repair shop, everyday we have...