7 Google Ads Mistakes That Are Squashing Your Success

Google Ads is one of the most powerful tools for driving traffic and increasing conversions. However, it’s also a platform that can quickly drain your budget if not used correctly. Even minor mistakes can hinder performance, waste your budget, and reduce your return on investment (ROI).

In this article, we’ll cover seven common Google Ads mistakes that may be sabotaging your success and how to fix them to ensure you’re getting the most out of your ad spend.

1. Using Broad Match Keywords Without Proper Controls

Broad match keywords can attract a lot of clicks, but they can also lead to irrelevant traffic and wasted spend. Without careful targeting, you may end up showing ads to users who aren’t interested in your product or service, which lowers your Quality Score and increases your cost-per-click (CPC).

• The Fix: Use Phrase Match and Exact Match keywords for more control, targeting only relevant search queries. If you do use Broad Match, make sure to add a comprehensive list of negative keywords (more on this below) to exclude irrelevant searches and optimize your reach.

2. Neglecting Negative Keywords

One of the biggest mistakes in Google Ads is not taking advantage of negative keywords. These keywords allow you to exclude searches that aren’t relevant to your offering, saving you money by preventing your ad from showing to users who are unlikely to convert.

• The Fix: Regularly review your Search Terms Report in Google Ads to identify irrelevant keywords users are searching for and add them to your negative keyword list. This keeps your budget focused on more qualified traffic, improving your ROI.

3. Not Tracking Conversions Properly

Without conversion tracking, you’re flying blind, unable to see which keywords, ads, or campaigns are actually driving results. Not setting up conversion tracking can result in spending money on underperforming ads that don’t deliver a tangible return.

• The Fix: Set up conversion tracking in Google Ads by defining key actions (such as purchases, form submissions, or newsletter sign-ups) as conversions. Regularly monitor these metrics to identify which campaigns are delivering results and where you should allocate your budget for maximum impact.

4. Ignoring Quality Score

Quality Score is a measure of how relevant and useful your ad is to users. Ads with a low Quality Score end up costing more, have lower ad positions, and may even be shown less frequently. Ignoring Quality Score can significantly impact your ad performance and increase costs.

• The Fix: Focus on improving your Quality Score by optimizing ad relevance, CTR, and landing page experience. Make sure your ad copy aligns with your keywords and that your landing page delivers on the promise of your ad. Higher Quality Scores lower your CPC, helping you achieve better results without inflating your budget.

5. Overusing Automated Bidding Without Monitoring

Automated bidding strategies like Target CPA or Maximize Conversions can save time, but they also require monitoring to avoid overspending. Leaving automated bidding unchecked can lead to inflated bids, especially in competitive markets, causing your costs to rise rapidly.

• The Fix: Regularly review the performance of automated bidding campaigns, and adjust your target CPA or ROAS (Return on Ad Spend) as needed. If costs start to spiral, consider testing manual bidding or using a lower target CPA to keep spending under control.

6. Sending Traffic to a Poorly Optimized Landing Page

Even with high-performing ads, a poorly optimized landing page can undermine your campaign’s success. Slow load times, unclear CTAs, or a lack of mobile optimization can cause users to abandon the page, resulting in wasted ad spend and a higher bounce rate.

• The Fix: Ensure your landing page is fast, mobile-friendly, and designed with a clear call-to-action that aligns with your ad. Focus on improving page load speeds, creating a clear and engaging layout, and removing any unnecessary distractions that could lead users away from converting.

7. Failing to Use A/B Testing for Continuous Optimization

Many advertisers create their Google Ads campaigns and then leave them to run without making any adjustments. Not testing different ad variations can result in missed opportunities to improve click-through rates, conversions, and overall ad performance.

• The Fix: Regularly run A/B tests on your ad copy, images, CTAs, and even bidding strategies. Small changes, like a new headline or CTA, can lead to higher engagement and conversion rates. Use data from your A/B tests to continuously refine and optimize your campaigns for better results over time.

Conclusion

Google Ads can deliver powerful results when used correctly, but even small mistakes can quickly add up and squash your success. By avoiding these seven common mistakes—such as using broad match keywords without controls, neglecting Quality Score, and failing to optimize your landing page—you can reduce wasted ad spend and maximize your ROI. Implement these fixes, and you’ll be on your way to running more efficient and effective Google Ads campaigns.

Need help optimizing your Google Ads strategy? At Socially Savvy Solutions, we specialize in fine-tuning ad campaigns to maximize results and reduce wasted spend. Contact us today for a free consultation and start seeing the results your business deserves!