The Top 5 Google Ads Mistakes Costing You Money Right Now
Google Ads is one of the most powerful platforms for generating leads and sales — but only when it’s set up and managed with precision. Far too often, businesses burn through budget without seeing meaningful results, all because of a few avoidable mistakes.
If you’re running campaigns and not getting the return you expect, it’s time to take a closer look. Here are the top five Google Ads mistakes we see time and time again — and how to fix them before they drain your budget.
1. Broad Match Keywords Without Proper Control
The problem:
Using broad match keywords without structure or filters can open the floodgates to irrelevant traffic. While Google’s AI is improving, it’s still not always great at understanding context.
The result:
You end up paying for clicks from people who aren’t actually looking for what you offer. Worse, it skews your data and reduces your quality score.
The fix:
Use a mix of phrase match and exact match to maintain control, and build out a solid list of negative keywords to prevent irrelevant searches. Review your search term report weekly and refine as you go.
2. Poorly Written Ad Copy That Fails to Convert
The problem:
Generic headlines, overused buzzwords, and vague offers simply don’t cut through anymore. If your ads look like everyone else’s, you’re just funding Google — not your growth.
The result:
Low click-through rates (CTR), poor ad relevance scores, and higher costs per click (CPC).
The fix:
Write copy that speaks directly to your target customer’s problem or goal. Use strong CTAs, highlight benefits over features, and make full use of ad extensions. Test multiple variations, and don’t just “set and forget” — tweak often based on performance data.
3. Sending Traffic to Weak Landing Pages
The problem:
Even the best ads will fall flat if they direct people to a landing page that’s slow, cluttered, or off-message.
The result:
High bounce rates, poor conversion rates, and wasted ad spend.
The fix:
Ensure your landing page matches the intent of the ad. Keep messaging consistent, make the CTA clear and prominent, and strip out distractions. Prioritise mobile experience — well over half your visitors will be on their phones.
4. Ignoring Conversion Tracking
The problem:
You can’t manage what you can’t measure. Many businesses run Google Ads without properly setting up conversion tracking in Google Ads or GA4.
The result:
You’re flying blind. There’s no accurate way to assess ROI or ROAS, or to train Google’s algorithm to optimise towards the actions that matter.
The fix:
Set up conversion tracking properly — whether that’s a lead form submission, product purchase, phone call, or newsletter sign-up. Use first-party tracking wherever possible, and ensure your goals in GA4 align with your actual business KPIs.
5. Over-Relying on Google’s Recommendations
The problem:
Google’s automated recommendations are often designed to make you spend more — not necessarily to get better results.
The result:
Features like “broad match expansion” or “target impression share” can lead you into spending more for lower-quality traffic.
The fix:
Take recommendations with a pinch of salt. Use manual bidding (or enhanced CPC) where appropriate, and always test automation before adopting it fully. Keep strategy in your hands — not Google’s.
Final Thoughts
Google Ads can be a goldmine — or a money pit. If you’re not getting the return you should be, chances are at least one of these mistakes is holding you back.
The good news? Every one of them is fixable. With tighter control, sharper targeting, and a commitment to testing, your campaigns can deliver predictable, scalable results.
Need a second pair of eyes on your Google Ads strategy?
Book a 15-minute discovery call and let’s take a look at what’s working — and what’s not. - CLICK HERE
