Success with haptics using cheap ultrasonic transmitters?

12V isn't much drive for the transducers, and the circuit you forgot to post might not be coupling it efficiently to the transducers.

The paper you linked mentions a 35V power source for the transducer driver, which if efficiently coupled, is in theory about 9 times the energy of a 12V source. Furthermore, their phased array focused the energy at a point.

I'm not surprised you didn't feel anything, so consider reproducing the work in the paper you linked.