Home » Digital Marketing » 5 Most Common Mistakes in Google Ads

5 Most Common Mistakes in Google Ads (And How to Fix Them)

Kethshan Ind
November 18, 2024
PPC Basics
5 Mins Read

Introduction

Google Ads can be a game-changer for growing your business—if you do it right. But here’s the thing: even the best intentions can lead to costly mistakes. And when you’re running your own PPC campaigns with limited experience, it’s easy to overlook critical details that could drain your budget and hurt your results.

The good news? Avoiding these mistakes doesn’t require advanced skills or insider knowledge. In fact, just a few tweaks can make the difference between a campaign that converts and one that burns through your cash.

In this guide, we’re breaking down the five most common Google Ads mistakes—and more importantly, showing you exactly how to fix them. Whether it’s neglecting negative keywords, mismanaging brand campaigns, or failing to track conversions, we’ve got you covered. Ready to take your campaigns to the next level? Let’s dive in.

Mistake 1: Neglecting Negative Keywords

Negative keywords are your best friends when it comes to avoiding wasted ad spend. They tell Google, “Hey, don’t show my ad for these searches.” But here’s the problem: most business owners forget to set them up—or they don’t update them regularly.

Why this matters? Without negative keywords, your ads show up for irrelevant searches. For example, if you’re a luxury furniture store, your ads could pop up for people searching for “cheap couches.” Not only does this attract the wrong audience, but it also drives up your Cost-Per-Click (CPC) and tanks your Click-Through Rate (CTR).

Common pitfalls

Not Updating Negative Keywords Regularly – Search trends change, and so should your negative keyword list.
Overusing Negative Keywords – Being too restrictive can limit your campaign’s reach, cutting off potential customers.

How to Fix: Neglecting Negative Keywords

Run a Search Terms Report – Use this Google Ads feature to find irrelevant search queries triggering your ads. Add them to your negative keyword list.
Create Campaign Specific Negative Keyword Lists – Avoid broad blocks that could harm other campaigns.
Check Monthly – Regular updates ensure you’re staying aligned with market trends.

Mistake 2: Not Differentiating Brand vs. Non-Brand Campaigns

Mixing brand and non-brand keywords in one campaign is like trying to mix oil and water—it just doesn’t work. Brand campaigns target people who already know your business, while non-brand campaigns attract people who don’t. Treating them the same skews your data and wastes your budget.

Why this matters? Mixing these in one campaign makes it nearly impossible to measure performance. Worse, you might overfund brand campaigns (which don’t need much budget) and underfund non-brand campaigns (which drive growth).

1. Brand Keywords – These include your company or product name and often have high intent. They’re cheaper, convert better, and usually bring in your warmest leads.

2. Non-Brand Keywords – These focus on general product or service terms. They’re essential for attracting new customers but often have higher competition and costs.

How to Fix: Not Differentiating Brand vs. Non Brand Campaigns

Create Separate Campaigns – One for brand keywords and another for non-brand keywords.
Adjust Budgets Strategically – Allocate more budget to non-brand campaigns to drive growth but keep enough for brand campaigns to capture high-intent traffic.
Analyze Metrics Separately – Measure CTR, CPC, and ROI independently for better optimization.

Mistake 3: Misaligned Landing Pages

Ever click on an ad that promises one thing, only to land on a page that doesn’t deliver? That’s what happens when your landing pages and ads don’t align. And it’s a surefire way to burn through your ad budget without results.

Why this matters? When users click an ad and don’t find what they expect, they bounce. Not only does this waste your budget, but it also tells Google your ad isn’t relevant—raising your CPC and lowering your Quality Score.

Common pitfalls

Inconsistent Messaging – Your ad promises “20% off luxury sofas,” but the landing page says nothing about discounts.
Slow Load Times – Users won’t stick around if your page takes forever to load.
No Clear Call-to-Action (CTA) – If users don’t know what to do next, they won’t convert.

How to Fix: Misaligned Landing Pages

Keep Messaging Consistent – Match your ad copy with your landing page headline and offer.
Reflect Keywords – Use the same keywords from your ad on your landing page to reassure users they’re in the right place.
Optimize for Speed and Mobile – Ensure your page loads in under 3 seconds and is mobile-friendly.
Include a Clear CTA – Make it obvious what action users should take (e.g., “Shop Now” or “Get 20% Off Today”).

Mistake 4: Setting and Forgetting Campaigns

Google Ads isn’t a “set it and forget it” kind of platform. If you’re not monitoring and optimizing your campaigns regularly, you’re leaving money on the table—and worse, you’re probably wasting it.

Why this matters? Ad performance doesn’t stay consistent. Trends, competition, and user behavior change, and your campaigns need to keep up. Ignoring them means:

Paying for Underperforming Ads – Your budget gets eaten up by ads that no longer convert.
Missing Opportunities – High-performing keywords or audiences could be slipping through the cracks.
Higher CPC – Without updates, your CTR and Quality Score could drop, driving costs up.

How to Fix: Setting and Forgetting Campaigns

Check Campaigns Weekly – Make minor adjustments to bids, keywords, and ad copy.
Optimize Monthly – Review performance data to uncover trends and make bigger changes.
Use Automation (But Verify) – Google’s tools like automated bidding and dynamic ad copy can help, but don’t rely on them blindly.
Track Industry Trends – Stay updated on seasonal changes or new Google Ads features.

Mistake 5: Not Tracking Conversions Properly

Imagine spending thousands on Google Ads but having no clue whether they’re working. That’s what happens when you don’t set up conversion tracking. Without it, you’re flying blind.

Why this matters? Conversion tracking tells you which ads, keywords, and campaigns are driving results. Without it:

You can’t measure ROI.
Google’s optimization tools (like Target CPA and Maximize Conversions) can’t work effectively.
You’ll waste money on ads that don’t deliver.

How to Fix: Not Tracking Conversions Properly

Define Your Conversions – Decide what success looks like—purchases, form submissions, phone calls, etc.
Set Up Conversion Tracking in Google Ads – Use the global site tag (gtag.js) on all pages and add event snippets for specific actions (like a “Thank You” page).
Assign Values to Conversions – If you’re tracking revenue, assign a dollar value to each conversion.
Test Your Setup – Use tools like Google Tag Assistant to make sure everything is working.
Leverage Enhanced Conversions – Use first-party data to track cross-device conversions for more accurate reporting.

Final thoughts

Managing Google Ads might feel overwhelming, but the truth is, most issues come down to just a few simple mistakes. By avoiding these five pitfalls—neglecting negative keywords, mixing brand and non-brand campaigns, misaligned landing pages, set-it-and-forget-it campaigns, and poor conversion tracking—you’ll not only save money but also set your campaigns up for long-term success.

Here’s the bottom line, Google rewards advertisers who pay attention to detail. By taking the time to fine-tune your campaigns, monitor performance, and optimize for relevance, you’ll stand out from competitors and drive more meaningful results.

Now it’s your turn. Go through your campaigns, identify where you might be slipping, and apply these strategies. With consistent effort and the right approach, you’ll turn your Google Ads into a powerful growth engine for your business.

Need Assistance with Your PPC Ads Strategy?

Understanding and implementing Google Ads (PPC) can be challenging. Sometimes, the most effective way to drive results is by working with an experienced PPC specialist. If you’re ready to take your business to the next level, consider partnering with Kethshan, an expert digital marketer with over 10 years of experience. He’ll help craft a winning PPC strategy, optimize your campaigns, and attract more conversions, leading to higher revenue.

Kethshan Induruwage

Kethshan has been providing digital marketing solutions for over 10 years. Kethshan has been a SEO specialist, SEM, SMM, content manager and coordinator, and strategist. His expertise lies in bridging the gap between branding, growth & performance marketing, tech marketing, and analytics. He is passionate about constructing and executing innovative strategies that amplify brand awareness and drive conversions.