Bad Google Ads management doesn’t just fail to produce results — it actively burns money on irrelevant traffic while giving you the false impression you’re “doing digital marketing.” These 10 mistakes represent the most common and most expensive issues we find when auditing new client accounts.
Using Broad Match Keywords Without Negative Keywords
Broad match casts a wide net — too wide. Your 'HVAC repair' ad might show for 'HVAC repair school' or 'HVAC salary.' Every irrelevant click burns budget. Fix: Start with phrase and exact match keywords, and build an aggressive negative keyword list from day one.
Sending Traffic to Your Homepage
Your homepage is designed for everyone. An ad should send traffic to a dedicated landing page designed specifically for that ad's offer and audience. A mismatched landing page tanks conversion rates. Fix: Build specific landing pages for each campaign or ad group.
No Conversion Tracking
If you don't track conversions, you have no idea which keywords, ads, or campaigns are generating leads. You're optimizing blind. Fix: Set up Google Tag Manager, link it to GA4, and configure conversion events for calls, form submissions, and every meaningful action.
Not Using Ad Extensions
Call extensions, sitelinks, structured snippets, and location extensions make your ad larger and more compelling — at no extra cost per click. Most small business accounts have minimal extensions enabled. Fix: Enable every extension relevant to your business type.
Setting It and Forgetting It
Google Ads requires active optimization. Bids need adjusting, poor performers need pausing, high performers need budget, and new negative keywords need adding weekly. A 'set and forget' campaign degrades in performance over time. Fix: Review your account at minimum weekly.
Targeting Too Broadly Geographically
Targeting the entire state of Georgia when you serve only West Georgia wastes budget on people you can't serve. Fix: Set your geographic targeting to your actual service area — cities, counties, or a radius around your location.
Ignoring Quality Score
Quality Score directly affects your cost-per-click. A low QS means you pay more for the same position than a competitor with better ad relevance. Fix: Align your keywords, ad copy, and landing page content so all three reinforce the same theme.
Only Running Search Ads (No Retargeting)
Only 2–5% of first-time visitors convert immediately. The other 95–98% leave without acting. Without retargeting, you're missing the warm audience that already knows you. Fix: Add a Display retargeting campaign targeting past website visitors.
Weak or Generic Ad Copy
Google Ads have limited characters — every word matters. Vague copy like 'Professional services. Call today!' doesn't give a reason to click. Fix: Lead with your specific differentiator, include your location, and include a clear offer or benefit in every headline.
Not Testing Ad Variations
If you're running only one or two ads per ad group, you have no data on what messaging resonates. Fix: Run at least 2–3 responsive search ads per ad group, monitor performance, and continuously iterate based on which headlines and descriptions perform best.
Why Professional Management Matters
Most of these mistakes are easy to avoid — but also easy to miss if you don’t live inside Google Ads daily. Even a technically correctable mistake like “broad match without negatives” can burn thousands of dollars of budget over months before a business owner realizes the issue.
Our Google Ads management service covers all of these from day one: proper campaign structure, negative keyword management, conversion tracking, ad testing, and regular optimization. Learn about our approach, or see results from clients we manage →
Frequently Asked Questions
What is the biggest Google Ads mistake small businesses make?
By far the most common — and most expensive — mistake is using broad match keywords without negative keywords. This causes Google to show your ads for completely unrelated searches, burning your budget on clicks that will never convert.
How do I know if my Google Ads are working?
You need proper conversion tracking set up through Google Tag Manager and GA4. Track every call, form submission, and meaningful action on your site. If you can't see your cost-per-lead, your campaigns are not properly measured — and likely not properly managed.
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