The Top 10 Google Ads Mistakes Everyone Makes – Are You Guilty?

Google Ads is one of the most powerful tools for driving traffic, leads, and sales, but it’s also one of the easiest platforms to waste money on. If you’re not careful, small mistakes can quickly snowball into wasted budgets, low conversion rates, and underwhelming performance.

Many advertisers, even experienced ones, make Google Ads mistakes that negatively impact their campaigns. In this guide, we’ll cover the top 10 most common Google Ads mistakes and how to fix them so you can optimize your campaigns and maximize ROI.

Top 10 Common Google Ads Mistakes to Avoid

1. Targeting the Wrong Keywords

Why It’s a Problem:

Your ads are only as good as your keywords. Choosing overly broad keywords can lead to irrelevant traffic, while overly specific keywords might limit your audience too much.

How to Fix It:

• Conduct thorough keyword research and use high-intent keywords.
• Use long-tail keywords for more precise targeting.
• Implement negative keywords to filter out irrelevant traffic.

Pro Tip: If you’re running B2B Google Ads, focus on keywords that attract business buyers instead of general consumers or those seeking information.

2. Ignoring Negative Keywords

Why It’s a Problem:

Negative keywords prevent your ads from showing for irrelevant search queries. Without them, your ad spend might be wasted on clicks that will never convert.

How to Fix It:

• Regularly review the search terms report to identify irrelevant searches.
• Add negative keywords to eliminate unqualified traffic.
• Update your negative keyword list weekly.

3. Writing Weak Ad Copy That Fails to Attract Clicks

Why It’s a Problem:

Your ad copy is the first thing users see. If it doesn’t grab attention and motivate action, your click-through rate (CTR) will suffer.

How to Fix It:

• Use compelling headlines with emotional or benefit-driven language.
• Incorporate strong CTAs like “Claim Your Free Trial” or “Book a Demo Today”.
• Test multiple Google Ads copy variations using A/B testing.

Example of a Weak CTA: “Learn More” (vague and uninspiring)

Example of a Strong CTA: “Get 50% Off – Limited Time Offer!” (specific and actionable)

4. Not Using Google Ads Extensions

Why It’s a Problem:

Google Ads extensions increase ad visibility and click-through rates, but many advertisers fail to use them properly.

How to Fix It:

• Use Sitelink Extensions to direct users to key pages.
• Add Call Extensions to encourage phone inquiries.
• Implement Callout Extensions to highlight your unique selling points.

5. Ignoring Location Targeting in Google Ads

Why It’s a Problem:

Not setting up proper location targeting means you may be wasting ad spend on users outside your target area.

How to Fix It:

• Use geo-targeting to show ads to people in the right locations.
• Exclude locations where your services aren’t relevant.
• Adjust bids based on geographic performance data.

6. Not Optimizing for Mobile Users

Why It’s a Problem:

Over 60% of Google searches come from mobile devices. If your ads and landing pages aren’t mobile-friendly, you risk high bounce rates.

How to Fix It:

• Ensure your landing pages are responsive.
• Use mobile-optimized ad formats and concise messaging.
• Make it easy for users to find the info they need on your website. Regardless of device.

7. Poor Conversion Tracking Setup

Why It’s a Problem:

Without conversion tracking, you have no way to measure success. You won’t know which ads, keywords, or audiences are actually driving revenue.

How to Fix It:

• Set up Google Ads conversion tracking in Google Analytics.
• Use UTM parameters in Google Ads to track specific campaigns.
• Define conversion goals (e.g., phone calls, form submissions, purchases).

8. Setting and Forgetting Your Campaigns

Why It’s a Problem:

Google Ads campaigns require regular monitoring and optimization. Many advertisers set them up and forget about them, leading to major budget waste.

How to Fix It:

• Review campaign performance at least weekly.
• Adjust bids and budgets based on data insights.
• Run A/B tests to refine ad copy and landing pages.

9. Not Testing Multiple Ad Variations

Why It’s a Problem:

If you only run one ad variation, you’ll never know what works best.

How to Fix It:

• Create at least 2 ad variants per ad group.
• Test different headlines, descriptions, and CTAs.
• Use A/B testing in Google Ads to identify top-performing ads.

10. Using the Wrong Bidding Strategy

Why It’s a Problem:

Many advertisers use the wrong bidding strategy or fail to adjust it based on performance.

How to Fix It:

• Make sure you have enough conversion data (~30 conversions per month) before using a bid strategy that optimizes for conversions or conversion value.
• Pick a bid strategy suitable to how you sell. For example, Maximize Conversions with Target CPA can work great for lead generation campaigns, while Target ROAS is highly effective for ecommerce accounts.
• Continuously monitor Google Ads performance metrics, and adjust bid strategies based on what the data tells you.

Not sure which bidding strategy is best? Read our guide on Google Ads Bidding Strategies for expert insights.

Final Thoughts: Fix These Google Ads Mistakes & Improve ROI

Google Ads can be an incredible tool for driving business revenue, but it’s easy to waste money if you’re not optimizing your campaigns properly. By avoiding these common Google Ads mistakes, you’ll increase conversions, lower ad costs, and improve ROI.

Need Expert Help?

Our team of Google Ads specialists can audit your campaigns and implement proven strategies to boost performance. Get your free Google Ads audit today.