A promotional video can get views without enquiries when it attracts people who are unlikely to buy, leaves the offer unclear or makes contacting you difficult. Before making another video, check what viewers are being offered, where they are sent and whether the campaign is designed to generate enquiries.

A qualified enquiry is a genuine request that fits your business: the person needs something you provide and meets relevant conditions, such as your service area. A popular video and a useful sales video are not necessarily the same thing.

Viewers don’t have a clear next step

A video that ends with a logo or a vague invitation to “learn more” leaves viewers to decide what to do. If your goal is enquiries, the call to action should explain how to make one and what the person is requesting.

Check: Watch the video and look at its accompanying caption or description. Is there a clear invitation to request a quote, book a consultation or ask about a specific service? Is the advertised contact route available from that placement?

Fix: Choose one main action and make it specific. “Request a quote for your repair” communicates more than “Get in touch.” Give viewers a usable route to that action instead of relying on a web address briefly displayed on screen. The invitation should also agree with the contact action offered on the landing page.

You’re reaching viewers who aren’t potential customers

Someone can enjoy your video without needing your service. An entertaining clip might attract attention from people outside your service area, people interested in the subject as a hobby or people who want advice rather than paid help.

Check: Look at the questions and requests the video produces. Are people asking about the service you sell? Do genuine enquiries repeatedly come from places you don’t serve or ask for work you don’t offer? Those patterns are more useful than the view total alone.

Fix: Make the intended customer easier to recognize. State the relevant service, location or use case early enough to shape what viewers expect. For a hypothetical local repair business, showing an impressive repair without naming the area served leaves a basic buying condition unanswered.

The aim is to make the video relevant to prospective customers rather than merely interesting. If you’re paying for distribution, check that the audience settings match the customers you can actually serve.

The video doesn’t make the offer clear

Viewers might understand what happens on screen but still not understand what they can buy. A process montage, customer interview or product demonstration needs enough context to connect the footage to an offer.

Check: Ask someone unfamiliar with your business to watch the video and explain what you sell, who it is for and what contacting you would achieve. If they can describe the visuals but not the offer, the message needs work.

Fix: Name the service or product plainly, connect it to a customer problem and show something relevant to that promise. Explain what the next step involves. A quote request, for example, should not leave people wondering whether they are committing to a purchase.

Keep the promise supportable. A demonstration shows what happened under the conditions filmed; a testimonial describes someone’s experience. Neither needs exaggerated claims to make the offer understandable.

The landing page changes the promise

A viewer who follows a service-specific invitation should arrive somewhere that continues that conversation. A general homepage, a different offer or an unclear contact button makes the person search for the reason they clicked.

Check: Open the video’s actual link on your phone. Compare the first visible page content with the video’s promise. Are the service, location, offer and next action consistent? Can you find the relevant contact option without hunting through the site?

Fix: Send people to the page that answers their immediate question. Keep the offer and contact action consistent, explain what happens after an enquiry and remove questions from the form that you do not need at this stage.

Google’s landing-page recommendations emphasize matching the page to the advertisement and making contact straightforward on mobile. A more polished video will not repair a confusing destination.

The campaign is buying views rather than enquiries

If you pay to promote the video, the campaign objective matters. Google Ads Video view campaigns optimize for TrueView views. A high view count can therefore reflect the outcome the campaign was designed to obtain.

Check: Look at the objective selected when the campaign was created, or ask whoever runs your ads to show you. Is it intended to generate video viewing, website visits or a defined enquiry action?

Fix: If enquiries are the goal, review whether the campaign is configured to pursue that outcome and whether the enquiry action is measured correctly. Do this before increasing the budget. Changing the objective alone will not fix an unclear offer or a broken form.

For an organic post, there is no paid campaign objective to change. Focus on whether the content reaches relevant people and gives them a credible reason to contact you.

If real enquiries arrive but your dashboard shows zero, investigate tracking rather than rewriting the video. In Google Analytics 4, form_start and form_submit measure form interactions; they do not tell you whether a request fits your business. Many standard Analytics reports also take 24–48 hours to process data. Compare the report with received enquiries before treating its zero as a business result.

Choose the fix that matches the problem

A broken contact route needs attention before more promotion. If the route works, start with the clearest mismatch you found: a missing invitation, unsuitable audience, unclear offer, inconsistent landing page or campaign objective that pursues views.

Make one focused change and judge it against genuine, suitable enquiries over a comparable period. Keep the audience and distribution reasonably consistent where possible, and note other changes that could affect the result. The useful question is whether more of the right people contact you, not whether the next video collects a larger view count.

Muse and Instinct have a new competitor in town. While these AI agents are known for proactively tackling tasks like booking reservations, cancelling subscriptions, hunting down K-pop merch, Ambi is thinking about a different approach. It’s designed to tackle tasks or action items mid-conversation, before you’ve even asked.

Launching today from Mistlabs on Apple platforms including iOS 18 and above, alongside the Apple Watch and MacBook, Ambi isn’t necessarily vying to automate your grocery order upon command. Rather, it’s built for anticipation. The distinction matters. Muse and Instinct operate in a “give me a goal, I’ll go handle it” mode. Ambi operates in a “here’s what you’re about to need” mode.

Built on ambient AI, essentially AI that observes you assuming you’ve turned on listening on your devices, Ambi retains what it hears across devices, with memory and context persisting from screen to screen.

At the same time, it can act while you’re still in the middle of a meeting. Ambi’s Routines feature, which sets recurring tasks, can operate based on how you steer it by pointing Ambi at what it should generally be keeping track of. For instance, if it’s a presentation deck for a final report, Ambi can recognize a conversation related to that deck and start acting on whatever it thinks you need. This may be research, secondary sources, and fact-checking, all aimed at getting the deck finished. Or it could be insights that Ambi believes are inadequate or missing. And this can happen mid-conversation, in real-time, not after the fact. Even if you’re jumping from one device to another, everything you’ve done on one is available across your other Apple devices.

There’s a catch to being Apple-only, though. The context Ambi can gather is capped by whatever those devices can see and hear. That’s part of why Mistlabs’ CEO Peter Mo raised US$26 million in Pre-A funding from Luminous Ventures and Huaqin to build its own wearable AI device.

But the company has bigger ambitions. Mistlabs is touting a collaborative platform that would let one user’s Ambi agents communicate with another user’s agents. The idea is that Ambi could one day act as a mediator between users or even a tool for real-time negotiations during meetings, drawing on how well it understands the people it works for.

Now launching out of Beta, Ambi is available to download from their website.

• US Army awarded $4.15 billion in counter-drone contracts to 10 companies
• Seven of the ten winners each received a $500 million base award
• The framework carries a maximum ceiling of $7 billion across all awards

The US Army has awarded contracts worth $4.15 billion to 10 companies developing technologies against cheap drones threatening military installations and critical infrastructure across the country.

The awards fall under Domestic Shield, a Department of Defense initiative intended to strengthen protection against unmanned aircraft without restricting procurement to individual suppliers.

When Apple released iOS 27 and iPadOS 27 in September, much of the buzz centered on the update’s revamped Siri AI. However, the update also brought a handful of new indigenous languages to the device’s keyboard, allowing users to type and send messages in Blackfoot and other languages. In the US, Monday is Indigenous Peoples’ Day, a federally recognized holiday honoring Native American heritage, culture and sovereignty.

Some of the supported languages have only a couple of thousand speakers. Consider Cherokee, which has only about 1,500 fluent speakers in the entire world. Cherokee was the first Native American language Apple added to iOS back in 2010, and its inclusion has been seen by some as a welcome development.

“The technology that we utilize with Apple has allowed us to take everything that we really are trying to achieve here, which is the perpetuation and the revitalization of Cherokee language and culture, and use that same technology to make it relevant to the young people that are learning here,” Chuck Hoskin Jr., principal chief of the Cherokee Nation, said, according to Apple.

Teachers in Oklahoma are also using these tools in their classrooms to help more students engage with Native American languages. These tools can help students practice their pronunciation by allowing them to record themselves to revisit later.

“In Cherokee language, every sound is so important,” Erlinda “Daksi” Soap, a fifth-grade teacher at Oklahoma’s Cherokee Immersion School, told Apple. “One sound off, and you’re saying a completely different word.”

There are 85 characters, originally 86, in the written Cherokee language used to represent the sounds — or syllables — in the spoken language. Cherokee artist Roy Boney Jr. worked with Apple engineers to bring the Cherokee syllabary to Apple devices.

“A big part of being Cherokee is you ensuring things like language and culture survive and continue,” he told Apple.

High-schooler Olivia Daugherty graduated from the immersion school in 2024. She said she remembers her father teaching her to count and name animals in Cherokee as a child, and that she was nervous about losing her language and culture. Now, younger generations are helping to secure the language’s future.

“I was worried about my language and culture, and the way I might lose my community, and I might lose my language,” Daugherty told Apple. “My niece, she’s a first-language speaker in our language … She’s one of the first in a very long time.”

Zachary McAuliffe

Senior writer

Zach began writing for CNET in November, 2021 after writing for a broadcast news station in his hometown, Cincinnati, for five years. You can usually find him hanging out with his wife, son and dog. You can reach him at zmcauliffe@cnet.com.

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Smart unveiled the all-electric smart #2 at the Paris Motor Show – the same stage where it revealed its first two-seater concept 30 years ago. This new model keeps the tiny footprint that made the original Fortwo a city darling, but it fixes the one thing that held that car back. You’re now looking at nearly double the range and a proper fast-charging setup to match.

What makes the Smart #2 better than its predecessor?

The smart #2 runs on a 35.8 kWh LFP battery that targets up to 290 km of combined WLTP range, more than double what the old EQ Fortwo managed with its 17.6 kWh pack. DC fast charging tops out at 65 kW, letting you go from 10% to 80% in about 20 minutes.

AC charging reaches 11 kW, although the base Pure trim sticks with a 7.4 kW onboard charger. You also get vehicle-to-load support through a separately purchased adapter, letting the car power external devices when needed. Other safety features include the Tridion Cell Evo structure, smart Pilot Assist, and adaptive cruise control with Stop & Go and Highway Assist.

smart #2 comes with the same tiny footprint and new underlying platform

Measuring 2.746 meters long, the #2 is just slightly longer than its predecessor and keeps the familiar wheels-at-each-corner design. A tight 6.95-meter turning circle should help you navigate crowded streets and squeeze into smaller parking spaces.

It rides on Smart’s new Electric Compact Architecture, with a rear-mounted 60 kW motor producing 130 Nm of torque. Smart says it’s the first in its class to use a five-link rear suspension to improve handling and comfort.

Inside, you’ll find a 10.1 inch center touchscreen, an 8.8 inch driver display, and a bench-style seat layout. Its Smart Pillar accommodates small accessories, while 4G connectivity, Wi-Fi, Bluetooth, and an eight-year connectivity package support connected services.

What about pricing and availability of smart #2 EV?

Here’s the pricing across four trims in Germany, France, and Italy.

• Pure: €19,990 (approx. $22,310)
• Pure+: €20,990 (approx. $23,425) – comes with 11 kW AC charging, heated driver seat
• Premium: €24,490 (approx. $27,331) – comes with glass roof, heated faux-leather seats, 7-speaker Sennheiser system
• Couture Edition: €25,690 (approx. $28,670) – limited to 999 units in Europe

Early orders open tomorrow, and deliveries begin in 2027. The Smart #2 still offers just two seats, while similarly priced rivals can accommodate four. Its appeal ultimately depends on whether you value easy parking and tight-turn handling more than extra passenger space.

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