You checked the numbers and the ad is doing its job. People are clicking. The click cost looks reasonable. And yet the phone isn't ringing and the form isn't filling. So where did everyone go?
Somewhere between the moment someone taps your ad and the moment they'd become a customer, a lot of them quietly leave. Most business owners never see it happen because the ad report only shows the click. It doesn't show the person who landed, hesitated for four seconds, and hit the back button. That gap is where most ad money goes to die, and almost none of it is the ad's fault.
