6 costly Google Ads mistakes

Google Ads offers strong potential for lead generation and measurable return on investment. However, recurring mistakes often reduce campaign efficiency, inflate costs, and weaken overall performance. This article outlines six common errors that should be avoided to protect advertising spend and improve results.

Keyword

Inaccurate keyword targeting leads to wasted budget and irrelevant clicks. Failing to use the correct match types or neglecting negative keywords allows ads to appear for unrelated search queries.

Proper use of match types, exact, phrase, and broad, helps control intent and relevance. For example, targeting "marketing software" with a broad match may also display ads for "free marketing templates" or "marketing jobs," which are unlikely to convert.

Using exact or phrase match with well-defined negative keywords improves targeting precision. Without these controls, campaigns attract unqualified users and produce low conversion rates.

Tracking

Running campaigns without conversion tracking prevents performance measurement and optimisation. Without tracking, advertisers cannot calculate return on ad spend or identify which campaigns generate qualified leads.

Conversion tracking can be implemented using:

• Google Ads conversion actions.
• Google Tag Manager.
• Google Analytics with imported goals or events.

These tools enable accurate reporting and support better decision-making across campaigns.

Broad

Excessive use of broad match keywords generates high impression volume but low-quality traffic. Ads may appear for searches unrelated to the product or service, increasing cost without generating leads.

For example, a broad match for "accounting software" might trigger ads for "accounting courses" or "how to become an accountant." These users have different intent and are unlikely to convert. Using phrase or exact match, paired with intent-based keyword strategies, improves lead quality.

To improve lead quality, limit broad match usage and combine it with audience targeting or smart bidding strategies. Where precision is critical, use phrase or exact match types to refine targeting.

Quality

Quality Score impacts both ad rank and cost-per-click. Low scores reduce visibility and increase costs, regardless of bid value.

Google calculates Quality Score based on:

• Expected click-through rate (CTR).
• Ad relevance to the search term.
• Landing page experience and alignment.

Improving these areas directly supports lower costs and stronger ad placement.

Content

Generic or untested ad copy reduces click-through rates and fails to engage users. Ads must match search intent and include clear value propositions with strong calls to action.

For example, a generic ad like "Great Software for Everyone" is less effective than "CRM Software for Small Teams – Start Free Today." Testing multiple variations ensures the best-performing message remains active.

Copy should be concise, relevant, and tested regularly through A/B experiments. High-performing ads typically address user needs directly and use action-oriented language that encourages clicks.

Landing

Weak landing page performance reduces conversions even if ad targeting is correct. Common issues include slow load times, poor mobile usability, and lack of alignment with ad content.

A user clicking on an ad for "HR automation tools" should land on a page that features that specific product, not a general software homepage. A focused message, fast loading speed, and prominent call-to-action drive stronger results.

Landing pages must be fast, mobile-responsive, and focused on a single goal. Content should reflect the messaging in the ad and present a clear call to action. A strong landing experience supports Quality Score and improves conversion rates.

These six mistakes commonly undermine Google Ads performance. Addressing them ensures more efficient use of budget, stronger lead generation, and measurable campaign value. Regular audits, structured optimisation, and attention to detail are essential for long-term success in paid search.