Website traffic Vs lead conversion via Google/Fb ads
First of all, let us understand, Lot of Traffic is not equal to Lot of Sales. Right Traffic is equal to Lot of sales. But before jumping there, let us understand if you are even targeting the right audience:
Are your keywords aligned with your brand positioning?
Category 1:
If you product is sold by your brand name, invest in “Brand Name” keyword rather than Product Name
For e.g.: People would search for ‘iPhone 11 Max’ rather than Phone
This will bring less but ‘Right’ Quality Traffic to your website
Category 2:
If your product is generic, invest in the ‘Product Name’ Keyword
For e.g. People would search for ‘Calculator’, ‘Handbag’ and ‘Napkins’
This will bring lot but low quality traffic to your website
Besides, we also need to understand that if you are falling in either of categories, then the keywords of the other category will act as the negative keywords.