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Top 10 Common Google Ads Mistakes

Illustration of a person working on a laptop with icons representing marketing and analytics, accompanied by the title 'Top 10 Common Google Ads Mistakes' and the subtext 'Identify and correct these common errors to maximise your ad performance' on an orange background.
Learn how to optimise your ad campaigns by avoiding these common Google Ads mistakes.

Running a Google Ads campaign can be a powerful way to drive traffic and sales for your business. However, even small mistakes can lead to wasted spend and poor campaign performance. In this blog post, we’ll uncover the top 10 common Google Ads mistakes that cost businesses money and provide you with actionable tips to fix them.

Whether you’re new to Google Ads or looking to refine your approach, these insights will help you optimise your campaigns for better results.

1. Ignoring Search Intent

Search intent is critical in aligning your ads with what users are actually looking for. Not targeting keywords based on intent can result in irrelevant traffic and low conversion rates.


Conduct thorough keyword research to understand different types of intent—informational, navigational, and transactional—and tailor your keywords and ad copy accordingly.

2. Poor Keyword Management

Using overly broad keywords can attract the wrong audience, leading to high clicks but low conversions.


Utilise specific keyword match types, like exact match or phrase match, to better control who sees your ads. Regularly review and refine your keyword lists to ensure they are targeted and effective.

3. Neglecting Negative Keywords

Not using negative keywords can allow your ads to show for unrelated searches, wasting your budget.


Regularly update your negative keyword list to exclude terms that are not a good match for your services or products. This will help improve your ad relevance and reduce unnecessary expenditure.

4. Overlooking Ad Extensions

Ad extensions enhance your ads by providing additional information and ways to interact with your ad, such as links to specific parts of your website, phone numbers, or customer reviews.


Add relevant ad extensions to improve your ad visibility and increase the likelihood of user engagement.

5. Ineffective Ad Copy

Ad copy that does not resonate with your target audience can lead to low engagement rates.


Write compelling ad copy that clearly states the benefits of your offerings and includes a strong call-to-action (CTA). Experiment with various ad versions to determine which one performs best.

6. Failing at Conversion Tracking

Without adequate conversion tracking, it’s impossible to accurately assess the success of your campaigns or optimise them effectively.


Set up conversion tracking for all critical actions on your website, such as purchases, sign-ups, or downloads, to gain insights into campaign performance.

7. Improper Budget Allocation

Misallocating your budget can lead to spending too much on underperforming campaigns and too little on those that could drive better results.


Regularly review your campaign performance and adjust your budget allocation to prioritise high-performing campaigns and pause or optimise the lower-performing ones.

8. Not Utilising Geo-Targeting Effectively

Geo-targeting enables you to display your ads to users in particular locations.


Use geo-targeting to focus your advertising on areas where you are most likely to find your customers and avoid spending money on ads in locations where you cannot serve customers.

9. Ignoring Mobile Optimisation

With the increasing use of mobile devices to browse the internet, it is crucial to optimise your ads for mobile.


Ensure your ads and landing pages are mobile-friendly, with fast load times and easy navigation.

10. Lack of Campaign Monitoring and Optimisation

Not regularly monitoring your campaigns can lead to ongoing inefficiencies and missed opportunities for optimisation.


Set aside time to review your campaign metrics regularly, making necessary adjustments to bids, keywords, and ad copy based on performance data.


By steering clear of these common Google Ads errors and applying the recommended solutions, you can greatly enhance the effectiveness of your advertising strategies.

Remember, the key to success with Google Ads lies in continuous testing, monitoring, and optimisation to ensure that every dollar spent contributes to your business goals.

If you are not sure whether you are on the right track with paid advertising. We can assist you from scratch. Check out our post about the 6 Advantages of Working with a Digital Marketing Agency.

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