5 Common Google Ads Mistakes (And How to Fix Them for Better Results)
If you’ve ever logged into your Google Ads dashboard and felt more lost than empowered, you’re not alone. Maybe you boosted a post that didn’t lead to a single sale. Or you watched your ad budget disappear without any real clue what worked and what didn’t. It’s frustrating, especially when you know your product or service is solid, but the backend of your marketing feels like a black box.
The truth is, Google Ads is one of the most powerful tools available to small businesses and online brands looking to improve ad performance but only if it’s set up with strategy and maintained with intention. Without that, even well-meaning campaigns can end up feeling like a waste of time (and money).
As a Google Ads consultant, I’ve worked with business owners who are doing their absolute best and still getting burned by common, avoidable mistakes. Many of them come to me after trying to manage campaigns on their own or after hiring someone who wasn’t fully transparent or aligned with their goals.
The good news? Once you know what to look for, these mistakes are completely fixable. And more often than not, a few small shifts can unlock major improvements in your ROI, reach, and revenue.
So let’s break down five of the most common Google Ads missteps I see across the board, plus practical ways to avoid (or recover from) them. Whether you're running your own ads or outsourcing to someone else, this list will help you understand what’s going on behind the curtain and make smarter decisions moving forward.
Mistake #1: Not Tracking Conversions
What it looks like:
You’re spending hundreds (or thousands) on ads, but can’t say exactly how many sales or leads they generated.
Why it matters:
Without conversion tracking, it’s impossible to tell what’s actually working or how to improve it. You may be optimizing for clicks or impressions instead of real results.
What to do instead:
Set up conversion actions in Google Ads or import them from Google Analytics
Track specific goals: purchases, sign-ups, phone calls, bookings
Use Enhanced Conversions for more accuracy
Mistake #2: Using Broad Match Keywords Everywhere (especially using AI Max)
What it looks like:
Your ads show up for wildly irrelevant searches. Costing money for zero return.
Why it matters:
Broad match keywords cast a wide net. Too wide. Without intentional guardrails, your budget can disappear fast on low-intent traffic that never converts. And when you hand Google the steering wheel, especially in AI-driven campaigns like AI Max, you never really know where you’ll end up.
The automation is powerful, but it’s not perfect. Without proper keyword strategy and negative keywords in place, it often pulls in the wrong crowd.
What to do instead:
Use phrase match and exact match for better control
Monitor the Search Terms Report to refine keywords
Adding negative keywords guides Google’s AI just as much as your positive ones
Example:
You’re selling handmade ceramic mugs. Broad match might show your ad for “coffee shop near me”. Not your ideal customer.
Mistake #3: Ignoring Negative Keywords
What it looks like:
Your ad for a paid workshop is showing up when someone searches for “free online classes.”
Why it matters:
Every click costs you, even if it’s from someone who’ll never convert. Negative keywords help you filter out the noise.
What to do instead:
Add negative keywords like “free,” “DIY,” “cheap” if they don’t align with your offer
Regularly update your negative keyword list based on new search terms
Use campaign-level and ad group-level negatives for precision
Remember: What you exclude is just as important as what you include.
Mistake #4: Not Testing Ad Variations
What it looks like:
You wrote one ad, set it live, and haven’t touched it since.
Why it matters:
Google Ads thrives on data. Without A/B testing, you’re missing insights on what messaging, CTA, or headline works best.
What to do instead:
Always run multiple ad versions in each ad group
Test headlines, descriptions, and paths
Use Responsive Search Ads to let Google rotate options based on performance
Pro tip: Change just one element at a time. That way, you’ll know exactly what made the difference.
Mistake #5: Letting Campaigns Run Unchecked
What it looks like:
You set it and forget it but only to check back weeks later to disappointing results.
Why it matters:
Google Ads isn’t a crockpot. It requires consistent optimization to stay profitable.
What to do instead:
Set weekly review reminders
Watch for budget shifts, keyword creep, and low-performing ads
Adjust bids, audiences, and placements based on actual data
Google Ads doesn’t have to be intimidating but it does require intention.
When you understand where campaigns go wrong, you can make smarter decisions, get more out of every dollar spent, and finally start seeing results that match your effort.
Want someone to read between the lines of your campaigns? I offer Google Ads audits that pinpoint exactly where your ads are leaking money and what to do about it.