The Most Common Mistakes When Running Google Ads

Google Ads can scale profitably, but only when your structure, targeting, tracking, and landing experience are aligned. Use the mistake-and-fix framework below to audit your account and prioritize the biggest wins first.

Mistake #1: No Clear Conversion Tracking

• Symptom: Optimizing to clicks or sessions instead of leads or revenue.
• Why it hurts: The algorithm cannot learn what “good” looks like.
• Fix: Configure GA4 conversions (forms, calls, purchases), import to Google Ads, verify with Tag Assistant.

Mistake #2: Weak Match & Intent Alignment

• Symptom: Broad terms pulling irrelevant queries.
• Why it hurts: Wasted spend and low Quality Score.
• Fix: Build tight ad groups with exact/phrase for core terms; use Broad match only with strong negatives and conversion data.

Mistake #3: Neglecting Negative Keywords

• Symptom: Paying for job seekers, free, DIY, or competitor brand searches unintentionally.
• Why it hurts: Higher CPCs and lower conversion rates.
• Fix: Maintain account-level negative lists (jobs, free, meaning, tutorial). Review search terms weekly.

Mistake #4: One-Size-Fits-All Ad Copy

• Symptom: Generic RSAs with no message-match to the query.
• Why it hurts: Low CTR and poor ad relevance.
• Fix: Pin headlines for core promises, include price/offer, add benefit-driven CTAs, and use ad customizers.

Mistake #5: Sending Traffic to Weak Landing Pages

• Symptom: High bounce rate, low form submission rate.
• Why it hurts: You lose intent after paying for it.
• Fix: Single CTA, above-the-fold proof, fast load, form with minimal fields, and relevant testimonials.

Mistake #6: Misaligned Bidding & Budget Pacing

• Symptom: Fluctuating impression share and unstable CPL.
• Why it hurts: Learning resets and inconsistent delivery.
• Fix: Use tCPA/tROAS only after 30–50 conversions; otherwise start with Maximize Conversions and stable daily budgets.

Mistake #7: Poor Performance Max Setup

• Symptom: PMax cannibalizes brand terms and sends traffic to weak pages.
• Why it hurts: Opaque spend allocation and mixed intent.
• Fix: Provide high-quality assets, exclude brand where needed, add audience signals, and monitor search term insights.

Mistake #8: Ignoring Geo & Language Controls

• Symptom: Clicks from the wrong regions or languages.
• Why it hurts: Budget waste and poor lead quality.
• Fix: Target “Presence” not “Presence or interest,” align language with site content, and exclude irrelevant locations.

Quick Audit Checklist (60 Minutes)

• Confirm conversions in both GA4 and Google Ads; test a form submit.
• Pull the last 30 days of search terms; add negatives and split new ad groups.
• Review RSA assets; pin at least one promise, one proof, one CTA.
• Load-test landing pages; ensure LCP < 2.5s on mobile, form above the fold.
• Stabilize budgets; avoid frequent bid strategy changes.

What Good Looks Like

• Granular structure (themes or SKAG-lite), message-matched pages, strong offers.
• Weekly search term pruning and asset refreshes.
• Consistent reporting on CPL, CVR, and pipeline—not just clicks and impressions.