The Top 5 Google Ads Copy Mistakes That Are Killing Your Campaigns

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July 29, 2025 •
The Top 5 Google Ads Copy Mistakes That Are Killing Your Campaigns

Writing Google Ads copy might seem simple, but even small mistakes can cost you clicks, conversions and ad budget. The difference between a high-performing ad and a failing one often comes down to the words you use. If your ad copy isn’t resonating with your target audience, you’ll end up with low engagement, poor Quality Score and wasted spend.

To ensure your Google Ads campaigns perform at their best, avoid these five common copywriting mistakes that could be hurting your results.

5 Common Google Ads Copy Mistakes to Avoid

1. Writing Generic, Uninspiring Ad Copy

One of the biggest Google Ads copy mistakes is being too vague or generic. If your ad doesn’t stand out, users will scroll past it without a second thought.

Why This Hurts Your Campaigns

  • Lower CTR (Click-Through Rate): Users ignore ads that don’t spark interest.
  • Higher CPC (Cost-Per-Click): Google rewards ads with higher engagement by lowering CPC.
  • Missed Conversions: Generic copy doesn’t drive compelling action.

How to Fix It

  • Be specific: Highlight key benefits and unique selling points (USPs).
  • Use power words: Words like “exclusive,” “free,” “limited time,” and “instant” drive action.
  • Test emotional triggers: Ads that spark curiosity, excitement, or urgency perform better.

Example:

🚫 “Best Running Shoes Available”
✅ “Run Faster & Longer. 20% Off Premium Running Shoes Today.”

2. Weak or Missing Call to Action (CTA)

A weak or unclear CTA can make an ad ineffective because users don’t know what to do next.

Why This Hurts Your Campaigns

  • Low conversions: Users need direction on what action to take.
  • Wasted ad spend: Without a CTA, clicks may not lead to conversions.
  • Poor engagement: A strong CTA motivates users to take immediate action.

How to Fix It

  • Be direct: Use action-driven CTAs like “Shop Now,” “Get Your Free Quote,” or “Start Your Trial”.
  • Create urgency: Phrases like “Limited Offer” or “Only a Few Left” boost clicks.
  • Test multiple CTAs: Use A/B testing to determine what drives the best results.

Example:

🚫 “Check out our software.”
✅ “Start Your 7-Day Free Trial. No Credit Card Required.”

3. Ignoring Mobile Ad Copy Optimization

Many advertisers fail to tailor ad copy for mobile users, leading to low engagement on mobile devices.

Why This Hurts Your Campaigns

  • Wasted impressions: Mobile users interact differently than desktop users.
  • Poor readability: Long-winded ad copy doesn’t work well on smaller screens.
  • Missed conversions: Mobile users expect fast, clear messaging.

How to Fix It

  • Keep it short & impactful: Mobile ads perform better with concise copy.
  • Prioritize local searches: Use location-specific CTAs (e.g. “Find a Store Near You”).
  • Enable Call Extensions: Let users tap to call instantly.

Example:

🚫 “Our premium coffee machines offer the best brewing technology for coffee lovers across the world.”
✅ “Brew Better Coffee at Home. Order Today.”

4. Not Aligning Ad Copy with Search Intent

Your ad copy must match what users are searching for. Otherwise, your ad won’t be relevant, leading to low CTR and poor Quality Score.

Why This Hurts Your Campaigns

  • Higher CPC: Google charges more for low-relevance ads.
  • Fewer conversions: Mismatched intent = wasted clicks.
  • Lower Ad Rank: Google prioritizes high-relevance ads in search results.

How to Fix It

  • Use keyword insertion: Include relevant search terms dynamically.
  • Match copy to intent: If someone searches “budget laptops,” your ad should highlight affordable pricing.
  • Optimize landing pages: Ensure your ad and landing page messaging align.

Example:

🚫 “Explore Our Wide Range of Laptops.”
✅ “Shop Budget Laptops. Prices Starting at $299.”

5. Failing to Test and Optimize Ad Copy

Not testing multiple ad variations means you’re guessing what works best, leading to wasted ad spend.

Why This Hurts Your Campaigns

  • Missed optimization opportunities: A/B testing improves ad performance over time.
  • Lower CTR and conversions: Poor-performing ads stay active longer.
  • Inconsistent messaging: Ads may not be appealing to all audience segments.

How to Fix It

  • Run A/B tests: Compare different headlines, descriptions, and CTAs.
  • Monitor key metrics: Use Google Ads Reporting Tools to track CTR, CPC, and conversions.
  • Refine based on data: Pause low-performing ads and scale high-performing ones.

Example Test:

  • Ad A: “Upgrade Your Marketing Strategy. Start Your Free Trial.”
  • Ad B: “Boost Your Leads with AI Marketing. Get Started Today.”

How to interpret and act on test results:

If ad A or B generates a higher CTR -> Make it the primary ad.

Final Thoughts

Avoiding these Google Ads copy mistakes can significantly improve CTR, conversions, and ad performance.

  • Use compelling, benefit-driven ad copy
  • Include clear CTAs for better engagement
  • Optimize for mobile users and search intent
  • Test, track, and refine ad copy consistently

Need expert help crafting high-converting Google Ads copy? Partner with a top-rated Google Ads agency to maximize ROI.

Get in touch today and take your ad performance to the next level!

Free Consultation