Maybe more people are clicking your ad than on your organic results. Where do you rank organically for your main keywords anyway?

You also have to keep in mind that users will access your site from mobile devices and that the larger the page the longer it takes to load fully. You may lose some people during the time it takes to load the page. My website used to have a slider with three images. i removed the slider and replaced it with one static image. Large pictures tend to be bad for user experience.

Is it a best practice to place your company's phone number in the meta description for a page? Are there any rules as to what is acceptable for meta tags? One of our competitors recently started doing this but for some reason I think it might be against Google's guidelines. They (competitor) is also engaging in web spam, plagiarizing our content,  and other black hat techniques so I'm leery of anything they do.

Maybe more people are clicking your ad than on your organic results. Where do you rank organically for your main keywords anyway?