Top 7 Mistakes Businesses Make When Running Google Ads (And How to Fix Them)

Running Google Ads without the right strategy can feel like burning cash with little return. If your campaigns aren’t converting, you’re not alone. Most businesses unknowingly make avoidable mistakes that kill performance and drive up costs. Here’s how to identify and fix them in 2025.

1. Targeting the Wrong Keywords

Many campaigns fail because they rely on overly broad, irrelevant, or low-intent keywords. Without proper keyword research, you’re attracting the wrong audience.

Fix:

• Use tools like Google Keyword Planner or SEMrush
• Focus on high-intent, long-tail keywords
• Regularly review and update negative keyword lists

2. Poorly Structured Campaigns

A disorganized account structure leads to wasted budget and limited control. Many businesses lump all keywords into one campaign or ad group.

Fix:

• Use single keyword ad groups (SKAGs) or tightly themed ad groups
• Separate branded vs non-branded campaigns
• Organize by funnel stage or product category

3. Not Using Conversion Tracking

If you don’t know what’s working, you can’t improve it. Many businesses skip tracking or track the wrong actions (like page views instead of leads).

Fix:

• Set up Google Ads Conversion Tracking & GA4 events
• Track true business outcomes (form fills, sales, signups)
• Use Enhanced Conversions for more accurate data

4. Sending Traffic to Weak Landing Pages

Even great ads fail when the landing page is slow, confusing, or irrelevant. This crushes your Quality Score and increases CPC.

Fix:

• Create focused landing pages aligned with each ad
• Improve load speed, mobile experience, and CTAs
• A/B test headlines, images, and forms

5. Ignoring Audience Targeting Options

Only relying on keywords misses opportunities to layer intent with behavior. Businesses that ignore in-market audiences, remarketing, or demographic exclusions leave money on the table.

Fix:

• Layer audiences over search campaigns (observation or targeting mode)
• Use remarketing to re-engage past visitors
• Exclude irrelevant locations, devices, and age groups

6. Overlooking Ad Extensions

Ad extensions increase visibility and click-through rate. Ignoring them leads to missed real estate and lower ad performance.

Fix:

• Use all relevant extensions: sitelinks, callouts, structured snippets, call, location
• Align extensions with your campaign’s goal (e.g., lead gen vs sales)

7. Not Reviewing Campaigns Frequently

Set-it-and-forget-it campaigns bleed budget. Google’s algorithm shifts and competitors adjust bids constantly.

Fix:

• Monitor key metrics weekly (CTR, conversions, cost/conv)
• Adjust bids, test new creatives, refine targeting
• Use automated rules or scripts to stay efficient

Final Thoughts: Maximize Your ROI with Smarter Google Ads

Google Ads can be one of the most powerful growth channels—if done right. By avoiding these common mistakes and focusing on performance fundamentals, you can dramatically improve your ROI.

Not sure where your campaigns are going wrong?

👉 Book a Free Google Ads Audit with NCMborz and get expert insights on how to optimize your account.