Running Google Ads can bring fast results, but even a small mistake can drain your budget. Many businesses spend thousands on ads without getting real leads or sales. The good news is that most Google Ads problems are easy to fix once you know what to look for.
In this guide, we’ll break down the 10 most common Google Ads mistakes and how to fix each one. If you want to save money, improve conversions, and increase ROI, this blog will help you do that step-by-step.
1. Not Using the Right Keyword Match Types
Many beginners use Broad Match without knowing how it works. Broad match shows your ads for very loose, unrelated searches.
Why it wastes money
Your ad appears for search terms that have no intent to buy your product.
How to fix it
- Use Phrase Match for better control
- Use Exact Match for high-intent keywords
- Add negative keywords weekly
- Review the Search Terms Report to remove irrelevant queries
2. Not Adding Negative Keywords
Negative keywords help you block irrelevant traffic. Without this, your budget gets spent on wrong audiences.
How to fix it
- Add negative keywords like:
- free
- jobs
- tutorial
- review
- Add city-wise negatives if you serve only one location
- Update your negative list every 2–3 days
3. Poor Ad Copy That Does Not Match the Keyword Intent
Your ad must match what people are actually searching for. If your ad copy is generic, users will skip it.
How to fix it
- Add the keyword in headline and description
- Highlight your unique offers
- Use simple and clear CTAs like:
- Book Now
- Get a Quote
- Call Today
4. Sending Traffic to a Weak Landing Page
Even the best Google Ads will fail if your landing page is confusing or slow.
How to fix it
- Use a fast-loading page (under 3 seconds)
- Add clear headings and bullet points
- Use one single CTA
- Add trust elements like ratings, reviews, badges
- Make the form short and simple
5. Not Tracking Conversions Properly
Many campaigns run without conversion tracking. This leads to poor optimisation.
How to fix it
- Set up conversion tracking for:
- Form submissions
- Calls
- WhatsApp clicks
- Purchases
- Connect Google Ads with GA4
- Use enhanced conversions
6. Targeting Too Broad an Audience
When your targeting is too wide, Google shows your ads to people who may never convert.
How to fix it
- Use location-based targeting
- Add demographic filters
- Use in-market and custom intent audiences for Display & YouTube
- Use keyword-based targeting for Search
7. Ignoring Mobile Optimisation
Most users click ads from mobile phones. If your mobile experience is weak, you lose money.
How to fix it
- Make the landing page mobile-friendly
- Keep CTA buttons large and visible
- Remove long forms
- Ensure images and videos load fast
8. Using Only One Ad per Ad Group
One ad cannot match all search intents. Google needs multiple options to test what works.
How to fix it
- Create at least 3 Responsive Search Ads per ad group
- Use different variations of headlines
- Test CTAs and value propositions
- Pin important keywords in headline position
9. Not Checking the Search Terms Report
The Search Terms Report shows exactly what people searched before clicking your ad. Not checking it can cause huge leaks in your budget.
How to fix it
- Check the report daily during the first week
- Add irrelevant terms as negatives
- Move high-performing search terms to exact match keywords
10. Not Using Ad Extensions
Ad extensions improve your ad visibility and click-through rate. Many advertisers skip them, which reduces conversions.
Best extensions to use
- Call extensions
- Sitelink extensions
- Location extensions
- Callout extensions
- Structured snippet extensions
How to fix it
Add all relevant extensions to your campaign. Google rewards ads that use extensions by giving them better ad rank.