Running Google Ads can be incredibly powerful — but only if your campaigns are set up and managed properly. Many businesses waste thousands of euros due to simple, avoidable errors. In this article, we’ll break down the 7 most common Google Ads mistakes and how to avoid them, so you can run more effective and profitable campaigns.
1. Using the wrong keyword match types
Many advertisers default to broad match keywords, which can trigger ads for irrelevant search terms. This quickly drains your budget.
What to do instead: Use phrase match or exact match to stay relevant. Regularly review your search terms report to see what users actually search for.
2. Not using negative keywords
Without negative keywords, your ads may show up for searches that aren’t relevant to your business.
Tip: Add negative keywords regularly to prevent waste. Example: if you sell premium software, exclude terms like “free” or “cheap”.
3. Writing weak or generic ad copy
Your ad copy needs to match the search intent. Vague or generic ads lead to low click-through rates (CTR) and lower Quality Scores.
Tip: Highlight your unique value proposition, include a call-to-action (CTA), and mirror the keywords you’re targeting.
4. Sending users to the wrong landing page
Driving traffic to your homepage instead of a relevant landing page kills conversion rates.
What works: Direct users to a page that aligns 1:1 with your ad and keyword. This improves your Quality Score and boosts conversions.
5. No conversion tracking
If you’re not tracking conversions, you’re flying blind. You can’t optimize if you don’t know what’s working.
Fix it: Set up Google Ads conversion tracking or import goals from Google Analytics 4 (GA4). Track form submissions, purchases, or phone calls — whatever matters for your business.
6. Combining all campaigns into one
One campaign with multiple goals, audiences, and products = chaos. You lose visibility and control.
Pro tip: Segment campaigns by goal, audience, or funnel stage (e.g. cold traffic vs remarketing).
7. “Set it and forget it” mentality
Google Ads is not a fire-and-forget tool. Not checking your campaigns regularly = wasted budget and missed opportunities.
Best practice: Review campaigns weekly. Test new ad copy, adjust bids, and keep optimizing based on data.
Conclusion: Be proactive, not reactive
Google Ads success isn’t about doing everything perfectly — it’s about avoiding common mistakes and constantly improving. By tackling these 7 issues, you’ll make your campaigns more efficient, increase conversions, and get the most out of your ad spend.
