There could be several reasons why people are not shopping on your website. Here are some potential issues to consider:

1. Lack of trust: Trust is crucial in the online shopping experience. If your website looks unprofessional or scammy, visitors may be hesitant to make a purchase. Look for any design elements or content that may raise red flags or create doubts in the minds of your potential customers. Ensure that your website has a professional design, clear product descriptions, and visible contact information to build trust.

2. Complicated navigation and checkout process: If your website is difficult to navigate or the checkout process is confusing, it can discourage potential customers from completing their purchase. Ensure that your website has a clear and intuitive navigation structure, with easy-to-find product categories and search functionality. Additionally, simplify the checkout process by minimizing the number of steps required and offering guest checkout options.

3. Lack of product information: Customers need detailed information about the products you are selling to make informed purchasing decisions. Make sure that your product descriptions are comprehensive, including features, specifications, dimensions, and any other relevant details. High-quality product images from multiple angles can also help customers visualize the product better.

4. Poor website performance: Slow loading times and technical issues can frustrate visitors and lead them to abandon your website. Test your website's performance using tools like Google PageSpeed Insights and ensure that it loads quickly on both desktop and mobile devices. Fix any broken links, optimize images, and ensure that all website functionalities are working correctly.

5. Ineffective marketing and targeting: While you mentioned using Google Ads to drive traffic to your website, it's essential to ensure that your targeting and marketing efforts are reaching the right audience. Review your ad campaigns, keywords, and targeting settings to ensure they align with your target market. Consider conducting market research to better understand your target audience's preferences and needs.

6. Lack of social proof and reviews: Positive reviews and social proof can greatly influence purchasing decisions. If your website lacks customer reviews or testimonials, it may be worth implementing a review system or showcasing customer feedback to build trust and credibility.

7. Pricing and competitive analysis: Evaluate your pricing strategy and compare it to your competitors. If your prices are significantly higher or lower than the market average, it may deter potential customers. Conduct a competitive analysis to understand how your pricing compares and adjust accordingly.

8. Limited payment options: Offering a variety of payment options can improve the likelihood of customers completing their purchase. Ensure that your website supports popular payment methods such as credit/debit cards, PayPal, and other trusted payment gateways.

It's important to note that building a successful e-commerce business takes time and continuous improvement. Monitor user behavior using tools like Google Analytics to identify any specific drop-off points in the customer journey. Collect feedback from customers and iterate on your website based on their suggestions. Additionally, consider seeking professional assistance from e-commerce consultants or agencies who can provide a comprehensive analysis of your website and offer tailored solutions.