10 Common Google Ads Mistakes to Avoid (With Real Examples).

Running a Google Ads campaign seems easy — set a budget, pick a few keywords, and let the clicks roll in, right?
Not quite.

In 2025, Google Ads is more powerful (and more automated) than ever — but that also means it’s easier to make expensive mistakes if you don’t fully understand how it works. Whether you’re a small business owner or a digital marketer, avoiding these 10 common Google Ads mistakes can make the difference between burning your budget and achieving consistent ROI.

1. Ignoring or Misconfiguring Conversion Tracking

Why it’s a problem

Without accurate conversion data, you’re optimizing blind. You might think a campaign is performing, but if your tracking is inconsistent or incomplete, Google’s algorithm will optimize toward the wrong goals.

Example

One campaign tracks “page views,” another tracks “form submissions.” The algorithm now has mixed signals and may prioritize clicks that don’t actually generate leads.

How to fix it

Set up consistent conversion goals across all campaigns (same attribution models, time windows, etc.).
Use Google Tag Manager to track events reliably.
Test your conversion setup regularly.
Use data-driven attribution to better reflect real performance.

2. Relying Too Heavily on Broad Match Keywords

Why it’s a mistake

Google’s automation favors broad match keywords, but they can easily waste budget on irrelevant queries. Broad match can be useful, but only when paired with strong signals and negative keywords.

Example

You bid on “running shoes for women”, but your ads also appear for “running tips for beginners” or “cheap men’s shoes”. Result: high traffic, low conversions.

How to fix it

Always combine Exact Match, Phrase Match, and Broad Match strategically.
Review your Search Terms Report weekly.
Add irrelevant terms to your negative keyword list.

3. Inconsistent Campaign Settings

Why it hurts your results

If your campaigns have different settings (locations, bidding strategies, schedules), comparing performance becomes nearly impossible.

Example

One campaign targets users in your area; another includes people interested in your area. You start getting leads from cities you don’t serve.

How to fix it

Standardize campaign settings when possible.
Check location targeting (“Presence” vs “Presence or interest”).
Avoid switching bid strategies too often — Smart Bidding needs learning time.

4. Forgetting About Negative Keywords

Why it’s expensive

Every irrelevant click eats your budget. Negative keywords prevent your ads from showing up on unqualified searches.

Example

You offer paid iPhone repair services, but because you didn’t exclude “free,” your ads show up for “free iPhone repair.” That click cost you $2… and got you nothing.

How to fix it

Build a negative keyword list and apply it across campaigns.
Regularly review the Search Terms Report for new exclusions.
Use shared negative lists across your account.
In 2025, take advantage of campaign-level negative keyword lists, now available in Google Ads.

5. Blindly Following Google’s Recommendations

Why it’s risky

Google’s optimization score is helpful, but not gospel. Some “recommended” changes can actually hurt performance if applied without context.

Example

Google suggests “Raise your bids by 20%” — but that keyword already has a high cost per click and low conversion rate. You just paid more for poor results.

How to fix it

Review each recommendation manually.
Prioritize only those aligned with your goals (e.g., ad strength, missing extensions).
Turn off auto-applied recommendations if you want full control.

6. Overtrusting Automation and AI

Why it’s dangerous

Performance Max, Smart Bidding, and Responsive Search Ads are powerful — but only if you guide them properly. Without supervision, automation can target irrelevant audiences or placements.

Example

You launch a Performance Max campaign with no audience signals or exclusions. The system starts spending heavily on YouTube impressions with zero conversions.

How to fix it

Provide clear audience signals and exclude irrelevant placements.
Combine automated campaigns with manual testing.
Review placement and audience reports weekly.
Set CPA or ROAS targets to give Smart Bidding clear goals.

7. Neglecting the Landing Page Experience

Why it kills conversions

Even a perfectly optimized ad won’t perform if the landing page doesn’t deliver. Speed, clarity, and relevance are critical factors for Quality Score and conversions.

Example

Your ad promises “30% off winter coats,” but the landing page doesn’t mention the sale or loads in 5 seconds. Users bounce, your Quality Score drops, and your CPC rises.

How to fix it

Match your ad’s message and visuals to the landing page.
Keep load times under 2–3 seconds.
Include trust signals (reviews, logos, guarantees).
Have a clear, visible call-to-action.
Run A/B tests to refine performance.

8. Poor Location Targeting

Why it wastes budget

Many advertisers accidentally target people interested in a region instead of those physically located there.

Example

You serve clients in Ottawa–Gatineau but see clicks from Vancouver because of the default “Presence or interest” setting.

How to fix it

Change location settings to “Presence only.”
Check the Location Report to exclude underperforming areas.
Use bid adjustments for high-performing regions.

9. Ignoring Audience Segmentation and Remarketing

Why it matters

Not all users are equal — some just discovered you, while others are ready to buy. If you don’t tailor your messaging, you’ll lose conversions.

Example

You target all visitors with the same ad. But users who abandoned a cart should see a different message (“Still thinking it over? Here’s 10% off.”).

How to fix it

Build custom remarketing audiences (all visitors, product viewers, cart abandoners, etc.).
Use in-market or similar audiences to expand reach.
Create dedicated remarketing campaigns with tailored offers.

10. Ignoring New Google Ads Features

Why it’s a missed opportunity

Google regularly introduces updates that improve targeting, reporting, and automation. Staying behind means missing out on valuable performance boosts.

Example

Campaign-level negative keyword lists, improved “Search Themes” in Performance Max, and expanded demographic targeting are all new tools in 2025. If you haven’t updated your account structure, you’re likely not using them.