Because you're showing up to the conversation looking like everyone else. Price shoppers aren't a lead-source problem — they're a positioning problem. Same channels, different framing, very different leads.
Two HVAC operators in the same city run the same Google Ads. One closes at 38%, average ticket $1,800. The other closes at 18%, average ticket $740. Same channel. Same city. Same bid. Different leads.
The difference is who's reading the ad and what they're reading on the page after they click. That's positioning. That's controllable.