Running Google Ads but not getting the ROI you expected? You’re not alone. Many businesses burn through their ad budget without realizing they’re making simple, avoidable mistakes.
In this post, we’ll break down the 5 most common Google Ads mistakes, why they cost you money—and most importantly, how to fix them for better performance and results.
1. Targeting the Wrong Keywords
🧨 What’s the problem?
Many advertisers pick broad, generic keywords like “shoes” or “marketing services” thinking it will bring more traffic. Instead, they attract irrelevant clicks with no intent to buy.
💡 How to fix it:
Use long-tail keywords (e.g. “buy men’s leather shoes online”) to attract high-intent users.
Avoid “Broad Match” unless you use Negative Keywords aggressively.
Use tools like Google Keyword Planner or Ubersuggest to find better alternatives.
2. Not Using Negative Keywords
🧨 What’s the problem?
Without negative keywords, Google may show your ad for irrelevant searches. For example, an agency bidding on “SEO services” may appear on searches like “free SEO tools”.
💡 How to fix it:
- Set negative keywords like: “free”, “DIY”, “cheap”, “template”, etc.
- Review the Search Terms Report weekly to find low-intent triggers.
- Build and update a Negative Keywords List for every campaign.
See our full SEO Campaign Checklist for Beginner
3. Poor Ad Copy That Doesn’t Convert
🧨 What’s the problem?
Even if your ad gets impressions, poor copy fails to attract clicks or conversions. Common issues include unclear offers, no CTA, or irrelevant headlines.
💡 How to fix it:
- Include target keyword in the headline and description.
- Use strong CTAs like “Get a Free Quote” or “Book Now”.
- Run A/B tests with different versions of ad copy to see what converts best.
✅ Example Fix:
Instead of → “Best Digital Services”
Use → “Top-Rated SEO Agency – Get Results in 30 Days”
4. Sending Traffic to a Weak Landing Page
🧨 What’s the problem?
If you’re spending on clicks but sending users to a slow, generic, or messy landing page, your conversion rate suffers. High bounce = wasted money.
💡 How to fix it:
- Build dedicated landing pages for each campaign or keyword group.
- Ensure fast load speed, clear offer, benefit-focused copy, and mobile optimization.
- Use conversion tools like exit popups or live chat.
Need help building landing pages? Check our Landing Page Optimization Guide
5. Ignoring Conversion Tracking
🧨 What’s the problem?
Without proper tracking, you can’t measure what’s working—or worse, you scale campaigns blindly and overspend on non-converting clicks.
💡 How to fix it:
- Set up Google Ads Conversion Tracking with proper goals (form fills, calls, purchases).
- Use Google Tag Manager for flexibility.
- Monitor key metrics: CTR, Quality Score, Cost per Conversion, ROAS.
✅ Bonus tip: Connect with Google Analytics 4 (GA4) for deeper insights.
Final Thoughts
If you’re running Google Ads and not seeing results, don’t blame the platform. The problem often lies in strategy, setup, or execution—all of which are fixable.
Avoiding just one of these mistakes could save you hundreds (or thousands) in wasted ad spend.
CTA – Get a Free Google Ads Audit
Not sure where your campaigns are leaking money?
Let us help.
✅ Get a 100% free Google Ads audit from our experts at Optivize.
We’ll review your account, identify issues, and send a custom action plan.
→ Book Your Free Audit Now
No pressure. No contracts. Just real advice.
thanks for Optivize, my small business got more places to grow.
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