Running Google Ads seems simple-set a budget, choose keywords, and launch your campaign. But anyone who has managed campaigns knows the truth: Google Ads can burn money quickly if not done correctly.

Even experienced advertisers often make mistakes that lead to:

• High cost-per-click (CPC)
• Low-quality traffic
• Poor conversion rates
• Wasted ad spend
• Low ROI

The good news?
Most Google Ads issues are fixable with the right strategy.

In this detailed guide, WaffleBytes explains the most common Google Ads mistakes and exactly how you can fix them to run profitable, high-performing campaigns in 2025.

1. Using Broad Match Keywords Without Controls

The Mistake

Broad-match keywords often bring irrelevant traffic because Google interprets search intent loosely.
For example, a keyword like “dentist” might trigger ads for searches like:

• “dentist salary”
• “dentist school requirements”
• “free dentist jobs”

How to Fix It

✔ Switch to Phrase Match or Exact Match for tighter control
✔ Use negative keywords to block irrelevant queries
✔ Regularly check the Search Terms Report
✔ Add new negative keywords every week

This ensures you pay only for users who are actually interested in your service.

2. Not Using Negative Keywords

The Mistake

Many advertisers set up campaigns but forget to add negative keywords.
This leads to wasted clicks from people who didn’t intend to buy anything.

Examples of negative keywords businesses often miss:

• “free”
• “jobs”
• “meaning”
• “DIY”
• “samples”
• “cheap”

How to Fix It

✔ Build a negative keyword list before starting campaigns
✔ Create shared negative keyword lists across multiple campaigns
✔ Add negative keywords weekly based on search term reports
✔ Block competitor or irrelevant queries

This instantly improves campaign efficiency and boosts conversion rate.

3. Poor Landing Page Experience

The Mistake

Even with perfect ads, users won’t convert if your landing page:

• Loads slowly
• Isn’t mobile-friendly
• Has weak content
• Doesn’t match the ad message
• Has poor design
• Lacks trust elements

How to Fix It

✔ Use fast-loading, mobile-first landing pages
✔ Keep the message consistent with your Google Ad copy
✔ Add strong CTAs (Book Now, Get Quote, Buy Now)
✔ Add trust elements like:

• Customer reviews
• Certifications
• Guarantee badges
  ✔ Use dynamic headline insertion
  ✔ A/B test landing page versions

A highly relevant landing page can reduce your CPC by 15%–40%.

4. Not Tracking Conversions Properly

The Mistake

Many businesses run Google Ads without proper conversion tracking.

This means Google has no data on:

• How many leads you received
• Which keywords brought conversions
• Which devices performed well
• What ad copies actually work

This becomes a huge problem when using Smart Bidding strategies like Max Conversions or Target CPA.

How to Fix It

✔ Set up Google Tag Manager
✔ Install conversion tags for:

• Form submissions
• Calls
• Purchases
• WhatsApp clicks
  ✔ Use Enhanced Conversions
  ✔ Import conversions from Google Analytics (GA4)

Google needs data to optimize-and your ROI depends on this.

5. Using Only One Ad Variation

The Mistake

Running only one Responsive Search Ad (RSA) limits your optimization potential.

With one ad variation, Google has no data for testing:

• Headlines
• Descriptions
• Value propositions
• Emotional triggers

How to Fix It

✔ Create at least 3 RSAs per ad group
✔ Use all 15 headline slots
✔ Use at least 4–5 descriptions
✔ Mix emotional + value-driven + keyword headlines
✔ Pin essential headlines sparingly

6. Ignoring Quality Score

The Mistake

Many advertisers overlook their Quality Score, which impacts:

• CPC (lower score = higher cost)
• Ad positioning
• Impression share

A bad Quality Score can make you pay 2×–5× more than competitors.

How to Fix It

✔ Improve ad relevance
✔ Add keywords in headlines
✔ Strengthen landing page experience
✔ Improve CTR through strong copy
✔ Use ad extensions

A good Quality Score (7/10+) significantly brings down your ad costs.

7. Not Using Ad Extensions

The Mistake

Ad extensions boost visibility and CTR, but many businesses skip them.

Without extensions, your ad looks incomplete and less competitive.

How to Fix It

Use all relevant ad extensions:

• Sitelinks
• Callouts
• Structured snippets
• Price extensions
• Call extensions
• Promotion extensions
• Location extensions

Ads with extensions typically get 15%–30% more clicks.

8. Targeting Too Broad of an Audience

The Mistake

Targeting “All of India” or a large demographic increases irrelevant traffic.

This burns the budget fast.

How to Fix It

✔ Narrow down your location targeting
✔ Use audience signals like:

• In-market audiences
• Custom intent audiences
• Affinity groups
  ✔ Use demographic filtering
  ✔ Create separate campaigns for different cities

9. Not Separating Search & Display Campaigns

The Mistake

Beginners accidentally check “Include Search Partners” or “Include Display Network”.

This mixes Search + Display traffic and destroys campaign performance.

Display clicks are cheap-but rarely convert.

How to Fix It

✔ Run Search, Display, Discovery, and Performance Max separately
✔ Disable Display Network inside Search campaigns
✔ Analyze your traffic quality frequently

10. Setting the Wrong Bidding Strategy

The Mistake

Using Smart Bidding (like Max Conversions) without enough data often fails.
Or using Manual CPC when you actually need Smart Bidding.

How to Fix It

✔ If you have 0–20 conversions/month → Use Manual CPC
✔ If you have 20–50 conversions/month → Use Max Conversions
✔ If you have 50+ conversions/month → Use Target CPA or Target ROAS

11. Not Monitoring Search Terms Regularly

The Mistake

Google Ads can spend thousands on irrelevant keywords if not monitored.

Many advertisers don’t check the search terms for weeks.

How to Fix It

✔ Review Search Terms every 3 days
✔ Add negatives instantly
✔ Remove low-intent queries
✔ Optimize based on user behavior

12. Not Testing Different Landing Pages

The Mistake

Many businesses use the same landing page for all campaigns.

But different keywords require different intent matching.

How to Fix It

✔ Create multiple landing pages
✔ Test variations of:

• Headline
• Offer
• CTA
• Layout

13. Ignoring Competitor Analysis

The Mistake

Not tracking competitor ads leads to weak copy and poor positioning.

How to Fix It

Use tools like:

• Auction Insights
• SEMrush
• SpyFu
  
  

Study:

• Their headlines
• CTAs
• Offers
• Landing pages

Then craft a better, more compelling ad offer.

Google Ads is a powerful platform, but small mistakes can lead to big losses.
By understanding the common issues-like weak keywords, no negative keywords, poor landing pages, incorrect bidding, and missing tracking-you can significantly improve performance.

Fix these mistakes, and your Google Ads campaigns can deliver:

✔ Lower CPC
✔ Higher conversions
✔ Better ROI
✔ Higher Quality Score
✔ More qualified leads

If you want expert Google Ads management with proven ROI, WaffleBytes can help you scale your campaigns effortlessly.