Common Google Ads Mistakes and How to Avoid Them

Google Ads can be a powerful tool for driving traffic, increasing conversions, and growing your business. But if you’re not careful, even the most well-meaning campaigns can tank your results—and your budget. 

Avoidable mistakes are all too common, especially for those new to the platform or those juggling too many moving parts. 

This blog will walk you through some of the most frequent Google Ads mistakes, why they happen, and how you can avoid them to run smarter, more profitable campaigns. 

Why Getting Google Ads Right Matters 

Google Ads operates on a pay-per-click (PPC) model, meaning each click costs you money. Without properly optimizing your campaigns, you risk wasting valuable ad spend while seeing little to no return on investment (ROI). Worse yet, a poorly executed campaign can lead to irrelevant traffic, lower Quality Scores, and fewer qualified leads. 

The good news? You don’t need to be an expert to avoid costly missteps. By steering clear of these common errors, you can fine-tune your campaigns for optimal performance. 

Mistake #1: Not Defining Clear Campaign Goals 

Why it’s a problem 

If you don’t start with a clear goal in mind, your campaign risks going in the wrong direction. Goals like "getting more traffic" or "spending as little as possible" are too vague. Without knowing what you want to achieve, it’s impossible to measure success. 

How to avoid it 

Begin by asking yourself what you’re looking to accomplish. Are you trying to:

• Increase website traffic? 
• Generate leads? 
• Boost sales of a product or service? 
• Build brand awareness?

Once you identify your goal, align your campaign type (e.g., Search, Display, Shopping, etc.) with that objective. For example, if you're focused on lead generation, consider using Discovery ads with well-optimized landing pages for capturing form submissions. 

Mistake #2: Skipping Keyword Research 

Why it’s a problem 

Poor keyword targeting can lead to your ads being shown to the wrong audience. Targeting overly broad or irrelevant keywords often results in wasted ad spend and low conversion rates. 

How to avoid it 

• Use Google’s Keyword Planner to identify relevant keywords for your business. 
• Focus on specific, long-tail keywords (e.g., "buy organic skincare products" instead of just "skincare"). 
• Monitor your Search Terms Report regularly to find negative keywords—terms your ad is triggering for but that don’t align with your product or services. Adding these terms as negatives ensures your ad only appears in relevant searches. 

Mistake #3: Ignoring Ad Copy Best Practices 

Why it’s a problem 

Your ads are competing against several others, and generic or poorly crafted copy won’t grab attention. Worse, it may attract clicks from users who aren’t interested in what you’re offering. 

How to avoid it 

• Highlight a unique value proposition. Why should users click on your ad instead of a competitor’s? 
• Include actionable CTAs (e.g., “Shop Now,” “Sign Up for Free,” “Download Today”). 
• Use ad extensions like sitelinks or callouts to provide extra value and improve visibility. 
• Continuously test out different headlines and descriptions with Google Ads’ Responsive Search Ads feature to see what resonates most with your audience. 

Mistake #4: Only Tracking Click-Through Rates (CTR) 

Why it’s a problem 

At first glance, a high CTR might seem like a win, but clicks alone don’t necessarily lead to outcomes like sales or leads. If you focus solely on clicks and overlook other metrics, you risk running campaigns that drive traffic but fail to convert. 

How to avoid it 

Instead, track metrics that align with your campaign goal. For example:

• Conversion Rate (CVR) measures how many users who clicked on your ad take a desired action (e.g., making a purchase, filling out a form). 
• Cost per Conversion (CPC) tells you how much you’re paying to acquire a customer or lead. 
• If you’re running eCommerce campaigns, pay attention to Return on Ad Spend (ROAS) to ensure your revenue justifies your ad spend. 

Mistake #5: Overlooking Landing Page Experience 

Why it’s a problem 

Your ad is only half the battle. If users click your ad and land on a poorly optimized or unrelated page, they’re likely to leave before taking action. This results in wasted clicks and a low Quality Score, driving up your costs. 

How to avoid it 

• Ensure your landing pages are relevant to your ad copy and keywords. If your ad promotes a discount on “men’s running shoes,” link directly to the product page—not your homepage. 
• Optimize for mobile. More than half of all web traffic comes from mobile devices, so your pages must be responsive and user-friendly. 
• Keep loading times short. According to Google stats, bounce rates increase sharply for pages that take longer than three seconds to load. 

Mistake #6: Neglecting Bid Strategy Optimization 

Why it’s a problem 

Choosing the wrong bidding strategy can cause you to overspend or fail to reach your campaign goals. Manual CPC is great for control, but without monitoring, it often underperforms compared to automated strategies. 

How to avoid it 

Google offers a variety of Smart Bidding options that use AI to optimize your campaigns for specific goals. Some popular bid strategies include:

• Maximize Conversions: Automatically sets bids to generate as many conversions as possible within your budget. 
• Target ROAS: Focuses on achieving your desired return on ad spend. 

Start with one of these automated strategies and adapt as you analyze performance data. 

Mistake #7: Set It and Forget It 

Why it’s a problem 

Even the best campaign requires ongoing monitoring. Markets shift, keywords change in performance, and competitors can easily outmaneuver your ads with better strategies. Failing to continuously adapt your campaigns leaves money on the table. 

How to avoid it 

Check your campaigns regularly to:

• Pause underperforming keywords or ad groups. 
• Adjust bids based on location, time of day, or demographics. 
• Experiment with new ad types or formats, like video ads on YouTube. 

Additionally, use Google’s Recommendations Tab for ideas on improving performance. 

Mistake #8: Not Utilizing Audience Segmentation 

Why it’s a problem 

Not all users interact with your ads in the same way. Serving the same ads to everyone means you could be missing opportunities to better engage specific audience segments. 

How to avoid it 

Use Google Ads’ audience segmentation features to tailor your messaging:

• Create Remarketing Lists to re-engage users who previously visited your site but didn’t convert. 
• Use Affinity Audiences or Custom Intent Audiences to reach users based on their interests, search behaviors, or demographics. 

Optimize Your Google Ads Campaigns Like a Pro 

Avoiding these common Google Ads mistakes can make all the difference in your campaign’s performance. By setting clear goals, refining your targeting, and consistently monitoring your campaigns, you can maximize ROI and run truly effective ads. 

The key takeaway? Start small, test often, and iterate based on real data. Google Ads rewards continuous learning and optimization, so stay curious and keep experimenting. 

Want to refine your Google Ads strategy further? 

Start leveraging Google Ads today, and watch your brand thrive. For further insights and personalized strategies, partner with Jackson Method—your trusted PPC expert in Minnesota. 

Together, we can unlock the full potential of your online presence and achieve your business goals. You can reach us at 612-888-7607 or fill out our contact form to know more.