Google Ads is a powerful platform capable of generating significant returns—if used correctly. However, many advertisers, especially beginners, make critical google ads mistakes that cause budgets to drain without delivering meaningful results. If you’ve ever wondered why your Google Ads campaign isn’t driving the ROI you expected, chances are one or more of these common missteps is to blame.
In this article, we’ll walk through 10 Google Ads mistakes that could be wasting your budget and explain how to fix them for better performance and profitability.
1. Not Defining Clear Goals
Running google pay per click advertising without a clear objective is like driving without a destination. Whether your goal is to drive leads, increase sales, grow brand awareness, or generate app installs, your campaign structure, bidding strategy, and KPIs should all align with that goal. Without clarity, you risk optimising for the wrong outcomes—and wasting money in the process.
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2. Targeting Broad Keywords
Broad match keywords can reach a large audience, but they often attract irrelevant traffic that doesn’t convert. For example, bidding on the broad keyword “shoes” may show your ad to users searching for “how to tie shoes” or “shoe repair shops.” Use more specific match types—like phrase and exact match—and regularly review your search terms report to add negative keywords that filter out unwanted traffic.
3. Neglecting Negative Keywords
Negative keywords are essential for preventing your ads from showing up for irrelevant searches. Without them, you’ll end up paying for clicks from users who have no interest in your product or service. Regularly analyse the search terms triggering your ads and build a robust negative keyword list to protect your budget.
4. Not Using Conversion Tracking
If you’re not tracking conversions properly, you’re flying blind. You won’t know which keywords, ads, or campaigns are actually driving results. Set up conversion tracking via Google Ads or Google Analytics so you can measure key actions—like form submissions, purchases, or phone calls—and optimise accordingly.
5. Poor Landing Page Experience
Even the most perfectly optimised Google Ads campaign will fail if your landing page doesn’t deliver. Slow load times, poor mobile responsiveness, or unclear calls to action (CTAs) will cause users to bounce. Ensure your landing pages are fast, relevant, and aligned with the ad messaging to maximise conversion rates and ROAS.
6. Ignoring Quality Score
Google assigns a Quality Score to each keyword based on expected click-through rate (CTR), ad relevance, and landing page experience. A low Quality Score leads to higher cost-per-click (CPC) and worse ad placements. Improve your Quality Score by creating tightly themed ad groups, writing compelling ad copy, and optimising landing pages for relevance.
7. Using the Wrong Bidding Strategy
Choosing an inappropriate bidding strategy can quickly waste your google pay per click advertising budget. For example, using “Maximise Clicks” when your goal is lead generation may lead to a high volume of low-quality traffic. Understand your goals and select a strategy that aligns with them—like “Target CPA” for leads or “Target ROAS” for e-commerce.
8. Combining Search and Display Networks
Google allows advertisers to run ads on both the Search and Display Networks within the same campaign by default. However, these networks function very differently. Search targets active intent, while Display targets passive users. Mixing them can muddy performance data and waste budget. Always separate Search and Display campaigns for better control and insights.
9. Setting and Forgetting Campaigns
Google pay per click advertising campaigns require ongoing attention. Leaving your ads to run without regular monitoring is a recipe for overspending. Check performance weekly (at a minimum), make data-driven adjustments, A/B test ad creatives, and refine targeting to ensure your budget is being spent effectively.
10. Focusing Solely on Clicks, Not Conversions
High click-through rates are great—but they don’t always translate to ROI. It’s easy to get excited by traffic, but unless those clicks are converting into meaningful actions (sales, leads, etc.), they’re just an expense. Shift your focus from vanity metrics to actual conversions and ensure your campaigns are driving real business value.
See how Click Return can drive more traffic to your website
- Social Media Marketing: Amplify your key message, increasing traffic and sales.
- Search Engine Optimisation: Grow your SEO traffic and enjoy visible results.
- Pay Per Click Advertising: Smart paid strategies with guaranteed ROI.
Final Thoughts
Google pay per click advertising offers immense potential—but only if used strategically. By avoiding these common google ads mistakes, you can protect your budget and unlock the true power of the platform. Regular audits, a clear understanding of your goals, and a willingness to adapt will go a long way in improving campaign performance and increasing your ROAS.
If you’re unsure where to start, begin by auditing your account for these pitfalls. Even fixing a few of them can lead to significant improvements in efficiency, conversion rates, and return on ad spend.
Remember, digital advertising isn’t just about spending—it’s about spending smart.
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