Most underperforming Google Ads accounts suffer from the same handful of avoidable mistakes. Fixing them often cuts wasted spend significantly within weeks. Here are the mistakes we see most often when auditing accounts, and how to fix each.
1Tracking and Setup Mistakes
- No conversion tracking or counting page views as conversions
- Leaving Display Network enabled on Search campaigns
- Location set to ‘interest in’ instead of ‘presence in’
- Ads running 24/7 when no one answers the phone
2Keyword Mistakes
- Broad match without strong conversion data
- No negative keywords
- Too many keywords in one ad group
- Bidding on informational searches with low buying intent
3Ad and Landing Page Mistakes
- Generic ads that do not mention the search
- Sending all traffic to the home page
- Slow, cluttered or mobile-unfriendly landing pages
- No call, location or sitelink assets
4How to Fix Them
Start with tracking, then tighten targeting and keywords, review search terms weekly, build focused landing pages and test ads continuously. An audit of these areas is often the fastest way to improve results.
Frequently Asked Questions
How do I know if my Google Ads are wasting money?
Check the search terms report for irrelevant queries, look at cost per conversion by keyword and confirm conversion tracking is accurate.
How often should I check my Google Ads account?
At least weekly for search terms and performance, with deeper reviews monthly.
Should I trust Google’s recommendations?
Review them carefully. Some are helpful, but many increase spend without improving results.
Can an audit really improve results?
Yes. Many accounts have significant wasted spend that can be identified and removed quickly.
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