I have an Adwords account which is targeting UK and it was running quite good in the past, however, the leads have drastically gone down since January 2016. I am continuously optimizing the account by checking the search term reports, etc. Added more relevant keywords and created more ad copies but I am not getting leads in this account. The avg. CTR is 1.43% for this month and the average position is 1.1. Can someone suggest how to generate more leads in my business.
Re: Performance optimization
Have any of these changed?
Competitors and/or their offerings?
Your conversion tracking - is it all still working the same?
Your best keywords/ad groups previously - how are they comparing today? Could just be one keyword not showing!
Number of clicks - if CPC has risen, then you will get less clicks from the same budget = less leads