Google Ads is one of the most effective pay-per-click (PPC) advertising platforms for driving traffic and generating leads. However, many businesses waste a significant portion of their budget due to common mistakes. If you’re not careful, your PPC campaigns can drain your funds without delivering the desired results. As a PPC expert, I’ve seen countless campaigns fail due to preventable errors. Here are the top 10 Google Ads mistakes that waste your marketing budget and how to avoid them.
1. Ignoring Negative Keywords
One of the most overlooked aspects of PPC advertising is the use of negative keywords. Without them, your ads may appear for irrelevant searches, leading to wasted ad spend. For example, if you’re a personal injury lawyer, you don’t want your ads showing up for “pro bono personal injury lawyer.” Regularly update your negative keyword list to filter out unqualified traffic.
To add negative keywords in Google Ads, navigate to your campaign or ad group and click on the Keywords tab. Then, select the Negative Keywords option and click the plus button (+). You can add negative keywords at the campaign or ad group level, depending on how broadly you want to block irrelevant searches. You can enter individual keywords or upload a list in bulk. Be mindful of match types—broad match negative keywords will block any search containing your keyword, while phrase and exact match negatives offer more precise control over which queries trigger your ads.
Another efficient way to add negative keywords is by reviewing the Search Terms Report under the Insights and Reports section. This report shows the actual search queries triggering your ads. Identify irrelevant or unqualified searches and add them as negative keywords directly from the report. Additionally, using negative keyword lists can help manage exclusions across multiple campaigns efficiently. Regularly updating and refining your negative keywords will improve campaign performance by reducing wasted ad spend and increasing the relevance of your traffic.
2. Not Tracking Conversions Properly
If you’re not tracking conversions, you have no way of knowing whether your Google Ads campaigns are driving actual business results. Set up conversion tracking in Google Ads and Google Analytics to measure form submissions, phone calls, and purchases. This data is crucial for optimizing your campaigns for better lead generation.
To begin, navigate to your Google Ads account, click on the Tools and Settings menu, and select Conversions under the Measurement section. Then, click the New Conversion Action button and choose the type of conversion you want to track, such as website actions, phone calls, app installs, or offline conversions. For website conversions, enter your website URL and let Google scan it to suggest relevant actions. If setting up manually, define the conversion category (e.g., lead, purchase), assign a value (optional), and configure attribution settings. After setup, Google will generate a conversion tracking tag (global site tag and event snippet), which you need to install on your website. If you use Google Tag Manager, you can implement the conversion tag without editing the website code directly.
Once the tracking is set up, it’s crucial to verify that conversions are being recorded correctly. Use the Google Tag Assistant or the Google Ads conversion diagnostics tool to test if the tag is firing properly. Additionally, check the Conversions report in Google Ads after a few days to ensure data is being recorded. For more accurate tracking, enable Enhanced Conversions, which uses first-party data to improve attribution. If you’re running lead generation campaigns, make sure to integrate your CRM with Google Ads to track offline conversions, ensuring that actual closed deals are attributed to the right ad clicks. Regularly monitor and optimize your conversion tracking setup to refine bidding strategies and improve campaign performance.
3. Using Broad Match Keywords Incorrectly
Broad match keywords can quickly exhaust your budget by displaying ads for irrelevant searches. Instead, use phrase match or exact match keywords to maintain better control over who sees your ads. If you must use broad match, pair it with a strong negative keyword strategy to refine traffic quality.
To optimize broad match keywords in Google Ads, leverage smart bidding strategies like Maximize Conversions to ensure Google’s algorithm finds high-intent searches while maintaining efficiency. Regularly analyze search term reports to identify irrelevant queries and add negative keywords to filter out wasted spend. Combine broad match with audience signals, such as remarketing lists or in-market audiences, to refine targeting and improve conversion rates. Additionally, use responsive search ads with highly relevant ad copy to align with a variety of search intents, ensuring that your broad match keywords drive qualified traffic rather than irrelevant clicks.
4. Poor Ad Copy
Your ad copy is the first impression potential customers get of your business. If your headlines and descriptions are not compelling, your click-through rate (CTR) will suffer.
To improve ad copy in Google Ads, focus on clarity, relevance, and persuasive messaging that speaks directly to the user’s intent. Use compelling headlines with strong action verbs and highlight unique selling points (USPs) such as free consultations, fast case evaluations, or proven results if targeting law firms. Incorporate numbers, testimonials, or urgency-driven language to boost credibility and encourage clicks. Ensure your description reinforces the value proposition and aligns with the search query by using keyword-rich, benefit-focused language. A/B test different variations to identify high-performing ads and leverage ad extensions like callouts, structured snippets, and site links to provide additional context and increase engagement.
5. Not Using Ad Extensions
Ad extensions enhance your ads with additional information, such as call buttons, location details, and site links. Not using them means you’re missing out on valuable real estate in search results. Utilize callouts, structured snippets, and sitelinks to improve engagement and conversions.
6. Ignoring Quality Score
Quality Score is a crucial factor in determining your ad rank and cost-per-click (CPC). Poor Quality Scores mean you’ll pay more for lower positions.
To boost your Quality Score in Google Ads, focus on three key factors: ad relevance, expected CTR, and landing page experience. Start by refining your keywords and ad copy to ensure they align closely with user intent—this increases ad relevance and click-through rates (CTR). Use single-keyword ad groups (SKAGs) or tightly themed ad groups to maintain consistency. Improve your landing page experience by ensuring fast load times, mobile responsiveness, and clear, keyword-relevant content that matches the ad’s promise. Regularly analyze search term reports to eliminate irrelevant queries and add high-performing keywords. Lastly, optimize ad extensions (such as sitelinks and callouts) to enhance visibility and engagement, ultimately driving a higher CTR and lower cost per click (CPC).
7. Directing Traffic to a Poor Landing Page
Sending traffic to a poorly designed or irrelevant landing page can significantly reduce conversion rates.
To create a high-converting landing page, focus on clarity, relevance, and a strong call to action (CTA). Start with a compelling headline that immediately communicates your unique value proposition, followed by a concise and benefit-driven subheading. Use persuasive copy, high-quality visuals, and social proof (such as testimonials or trust badges) to build credibility and engagement. Keep the design clean and distraction-free, guiding visitors toward the CTA—whether it’s filling out a form, booking a consultation, or making a purchase. Optimize for speed, mobile responsiveness, and A/B test different elements (headlines, CTA buttons, and layouts) to continuously improve performance.
8. Not Utilizing Remarketing
Most visitors won’t convert on their first visit. Without remarketing, you lose the opportunity to bring them back. Set up remarketing campaigns to target users who previously visited your site, increasing the chances of conversion. Google Ads allows you to create custom audiences for highly targeted remarketing strategies.
To create a remarketing campaign in Google Ads, start by setting up a remarketing audience in Google Ads Audience Manager under the Tools and Settings menu. Ensure that your Google Ads tag is installed on your website to track visitors. Next, create a new Display or Search campaign, selecting “Sales” or “Leads” as your goal. Choose “Website visitors” as your audience, selecting the remarketing list you created. For Display campaigns, design engaging ad creatives, while for Search campaigns, use tailored ad copy and bid strategies to re-engage past visitors. Set your budget, choose appropriate targeting options, and launch the campaign. Regularly monitor performance and optimize based on engagement and conversion data.
9. Failing to Optimize Bids
Many businesses either overbid or underbid on keywords, leading to inefficient spending. Use automated bidding strategies like Target CPA (Cost-Per-Acquisition) or Maximize Conversions to optimize bids based on performance data. Regularly review bid adjustments to ensure you’re getting the best return on ad spend (ROAS).
10. Ignoring Audience Targeting Options
Google Ads provides powerful audience targeting features, including in-market audiences, custom intent audiences, and demographic targeting. Failing to use these options results in wasted ad spend on unqualified traffic.
Refining audience targeting in Google Ads involves leveraging first-party data, in-market segments, and detailed demographics to reach high-intent users effectively. Start by analyzing existing campaign data to identify which audience segments drive the most conversions. Utilize Customer Match and remarketing lists to re-engage past visitors, and layer in-market and affinity audiences to target users actively searching for legal services. Additionally, optimize with demographic exclusions and bid adjustments to prioritize high-value leads while minimizing wasted ad spend. Regularly test and refine audience combinations using A/B testing to improve performance and maximize return on investment.
Final Thoughts
Avoiding these common Google Ads mistakes can save your budget and improve the effectiveness of your PPC advertising. Regularly analyze your campaign performance, test different strategies, and leverage expert insights to maximize lead generation. If you’re struggling with Google Ads, consider hiring a PPC expert to fine-tune your campaigns and ensure you’re getting the best results from your business marketing efforts.
If you’re looking for professional PPC management, partnering with a specialized PPC company can help streamline your efforts and boost your campaign results. Ready to take your pay-per-click advertising to the next level? Start implementing these strategies today!
Article by Oleg Potemkin – Founder of Digital Star Media LLC. Oleg is a certified Google Ads Specialist with over 15 years of experience in paid search marketing. He provides fully managed, done-for-you Google Ads services tailored specifically for local service-based businesses. His expertise in Google advertising ensures your campaigns are created, managed, and optimized to generate more leads, increase revenue, and reduce ad costs. Ready to grow your small business faster? Schedule a 30-min call with Oleg today.
