Top 5 Mistakes Businesses Make with Google Ads
If you’re investing in Google Ads but not seeing the ROI you expected, you’re not alone. While Google Ads can be a powerful driver of leads and sales, it’s also easy to burn through your budget without results. At NLA Media, we’ve seen the same pitfalls trip up small businesses, big brands, and everyone in between.
Let’s talk about the top 5 mistakes businesses make with Google Ads and how to fix them.
Bidding on the Wrong Keywords
Keyword selection is where many campaigns go sideways. Some businesses focus only on broad, high-volume keywords like “plumber” or “lawyer”, but those often bring in irrelevant traffic or are so competitive they cost a fortune.
Instead, use a mix of exact match and long-tail keywords that reflect high intent, such as “emergency plumber Colorado Springs” or “affordable family lawyer near me.” Google Ads Keyword Planner is a great tool to uncover the search terms your ideal customer is actually using.
👉 SEO Tip: Optimizing your ad groups by keyword theme helps improve Quality Score and lower your cost per click (CPC).
Sending Traffic to a Weak Landing Page
Even the best ad won’t convert if your landing page is confusing, slow, or not mobile-friendly. Far too often, we see businesses directing traffic to their homepage or a cluttered internal page without a clear call-to-action.
Try this! Create campaign-specific landing pages that load fast, match your ad copy, and focus on a single conversion goal, whether it’s a form fill, phone call, or purchase. According to Unbounce, conversion rates can improve by over 200% when you match messaging between ads and landing pages.
Ignoring Negative Keywords
If you’re not using negative keywords, you’re probably paying for clicks from people who aren’t a good fit. For example, if you’re a luxury spa, you don’t want your ad showing up for “cheap massage deals.”
Make sure you regularly update your negative keyword list to filter out irrelevant traffic. Google’s Search Terms report will show you what queries triggered your ads, so you can weed out the bad apples.
💡 Pro Tip: This also improves your click-through-rate and ad relevance, which helps your overall performance.
Not Tracking Conversions (Or Tracking the Wrong Ones)
You can’t improve what you don’t measure. Yet many businesses skip setting up proper conversion tracking, or they track vanity metrics like pageviews instead of leads or sales.
You should install Google Tag Manager and set up conversion actions that actually matter to your business, like phone calls, contact forms, and transactions. Don’t forget to connect Google Ads to Google Analytics 4 for deeper insight into what’s working and where. According to HubSpot, companies that track marketing analytics are 20% more likely to see positive ROI.
“Set It and Forget It” Mentality
Running a Google Ads campaign isn’t a crockpot. You can’t just set it on a timer and walk away. Ads need constant tweaking, from bids and keywords to testing new headlines and extensions.
Monitor performance weekly and run A/B tests on ad copy and creatives. Use Google’s built-in recommendations sparingly and always pair automation with strategic oversight. NLA Media’s certified SEM specialists review and optimize campaigns constantly to maximize return.
Get Better Results from Your Google Ads
Whether you’re running Google Ads in Colorado Springs or nationwide, avoiding these common mistakes can save you thousands in wasted ad spend. The good news? You don’t have to go it alone.
At NLA Media, we specialize in Google Ads management that delivers real results. Let us audit your current strategy and show you how to turn clicks into customers. Contact us for a free consultation today. Your marketing budget deserves better.
