Top 7 Mistakes Businesses Make in Google Ads (And How to Avoid Them)

Google Ads can be a goldmine for businesses looking to drive quick, targeted traffic but only if used correctly. Too often, small and medium-sized businesses across the UK invest valuable budget into campaigns that simply don’t deliver. Not because Google Ads doesn't work, but because common mistakes are being made behind the scenes.

 

Let’s uncover the top 7 mistakes businesses make in Google Ads and what you can do to avoid them.

 

1. Skipping Keyword Research

One of the biggest blunders is assuming you know which keywords your audience is using. Without proper keyword research, you risk targeting phrases that are too broad, too competitive, or not aligned with purchase intent.

 

 How to Fix It:

• Use tools like Google Keyword Planner or SEMrush to uncover high-intent, low-competition keywords.
• Prioritise long-tail keywords that show buying signals (e.g. “emergency plumber in Sheffield” vs “plumber”).
• Continuously update your keyword list based on performance.

 

2. Ignoring Negative Keywords

Failing to add negative keywords means your ads might be shown to irrelevant audiences, leading to wasted clicks and budget.

For example, if you’re selling premium services, showing ads to people searching for “free” or “cheap” solutions could cost you more than it’s worth.

 

 How to Fix It:

• Regularly review the Search Terms Report in Google Ads.
• Add irrelevant or low-converting terms as negative keywords.
• Include common filters like “free”, “jobs”, or “DIY” if they don’t align with your offering.

 

3. Poorly Written Ad Copy

You’ve done the targeting right, but if your ad copy doesn’t entice, it won’t convert. Ads that are vague, uninspiring, or lacking clear value fail to compete—especially in saturated markets.

 

 How to Fix It:

• Focus on benefits, not just features.
• Use action-driven language like “Get Your Free Quote” or “Shop Now”.
• Highlight what makes your business different—offers, experience, or location.

 

4. Sending Traffic to Weak Landing Pages

Even the best ads won’t convert if the landing page doesn't deliver. A mismatch between ad messaging and landing content confuses users, while slow load times and poor mobile optimisation drive them away.

 

 How to Fix It:

• Align landing page content with your ad headline and CTA.
• Ensure fast load times and responsive design.
• Keep it simple: one goal per page, clear CTA, and minimal distractions.

 

5. Not Using Conversion Tracking

If you don’t track what happens after someone clicks your ad, how can you measure success? Running campaigns without conversion tracking is like driving blindfolded—you won’t know which campaigns are working (or wasting money).

 

 How to Fix It:

• Set up conversion tracking using Google Tag Manager or the Google Ads conversion tracking tag.
• Track key actions like form submissions, purchases, phone calls, or downloads.
• Use this data to optimise bids and focus on what brings results.

 

6. Relying Only on Broad Match Keywords

Broad match keywords cast a wide net, which can be good for visibility—but terrible for relevance and budget control. You’ll likely get traffic from searchers who are only loosely connected to your offering.

 

 How to Fix It:

• Use a mix of match types: phrase match, exact match, and broad match modifier.
• Regularly assess the quality of leads each keyword brings.
• Combine keyword data with negative keywords for better targeting.

 

7. Setting and Forgetting Campaigns

Google Ads isn’t a “set it and forget it” platform. Markets shift, competitors adapt, and what worked yesterday might fail tomorrow. Not optimising regularly is a surefire way to burn through your ad budget.

 

 How to Fix It:

• Check your campaigns weekly (at minimum).
• A/B test different ads, extensions, and landing pages.
• Use Google Ads' Recommendations tab to identify opportunities for improvement—but don’t blindly apply them. Always assess relevance.

 

Bonus Tip: Ignoring Audience Targeting

 

With Google Ads, you can go beyond keywords by using demographic, in-market, and remarketing audience segments. Ignoring these options means missing out on warm leads and tailored messaging opportunities.

 

Final Thoughts

 

Google Ads offers incredible potential—but only when executed with precision. From poorly matched keywords to forgotten conversion tracking, the cost of mismanagement can be high.

 

The key to success lies in understanding your audience, creating compelling ads, and constantly optimising your campaigns based on real data.

If you're ready to unlock the full potential of Google Ads and avoid these costly pitfalls, Koobr can help craft tailored PPC strategies that deliver real results across the UK.