Running Google Ads Campaigns: 11 Mistakes That Will Cost You Money

Google Ads is a powerful tool that can help any business generate more revenue. However, many businesses are not aware of the mistakes they are making when running Google Ads campaigns.

Google Adwords (new Google Ads) is a great way to reach potential customers, but it can also be costly if you make these eleven mistakes. These common mistakes will cause Google Ads campaigns to either waste your budget or prevent you from generating revenue if you’re not careful!

PPC Advertising

Pay Per Click is a type of online advertising. PPC Advertising stands for Pay Per Click and it makes use of search engine ads which cost you money each time a user clicks on them. The advertiser only pays when someone completes an action resulting in a conversion.

For example, if the buyer purchases something from our website after clicking on one of these ads we will pay google for it so they get paid and we get found by potential buyers who are searching Google or any search engine like Yahoo or Bing for whatever keywords we want to find people interested in our products and services whatever they entailed.

Pay Per Click

Running Google Ads Campaigns without any plan or goals

Running Google Ads without a plan or goal is like throwing darts at a dartboard blindfolded. There’s an enormous potential for wasted money! Tools can help you set up parameters based on conversion rates, but there are no guarantees the keywords you choose will actually be profitable. Spend your money wisely by defining what it is you want to accomplish and using tools to measure this success.

You should always have a plan and set up your goal before starting an ad campaign. Planning ahead of time ensures that your ad budget is well spent because it targets the right audience with the right message at the right time.

If you don’t have a plan and set up your goal, then Google Ads will not be able to help you achieve it.

It’s important that once you determine the amount of ad spend which would result in reaching the desired outcome (i.e., return on investment), stick with it as closely as possible.

Not tracking Google Adwords Conversions

Conversion tracking is the process of recording the number of successful conversions, which happen when a visitor to your site following a Google ad clicks on it or completes an offer or application.

You can use conversion tracking to find out which ads are converting. Understanding the success of your Google Ads is key if you want to know where to spend more or less money in future campaigns.

If you don’t track your conversion, then there is no way for you to know how effective your campaign has been in achieving its goals. In order to track conversions, you need to use a tool like Google Analytics.

You’ll be able to set up conversion goals and monitor how many conversions are being triggered by your ad campaign. Google Ads must be able to track conversions accurately in order to provide accurate performance reporting.

If you don’t have time or the necessary skillset required for setting up these tools, then it’s best that you hire someone who can do it for you.

Not optimizing or testing your landing page

The landing page for your ads should be optimized so that people who click on it go directly where they expect to go – not somewhere else!

The landing page is the first thing that your visitors see when they click on an ad, so testing different versions of it can help you understand which one gets more people to sign-up for your email list or buy a product.

For example, A/B split tests are used by marketers to test two variations of web pages against each other. There is a great named Google Optimize which makes it very easy to test the landing page.

Landing Page Optimization

As we already mentioned, if you’re trying to make more sales with your ads, we recommend starting out with conversion optimization (A/B testing) and seeing which variations of ad copy work best in the “goal” condition before investing in an endless number of possible keyword combinations that may not lead to increased sales.

Most of your potential users will be mobile users. For this reason, it’s important that your landing page looks good on mobile devices.

Not having the right budget or bid amount

One final mistake that people often make while running Google Ads campaigns is not setting a realistic budget and/or bidding for their ads from the start. It’s important to have a good idea of what your advertising spend will be before launching any ad campaigns, because if you don’t then it will be hard to judge the success or failure of your campaigns.

If you don’t start with a realistic budget, then Google Ads will not help you achieve what you want because it won’t work for free! You need to know how much money is available and allocate it according to your goals.

You should set up an ad campaign with a budget that will help you achieve your goal, and make sure to adjust this budget as needed.

Running a Google Ads campaign without adjusting the budget can be very costly!

Not setting a daily budget for your campaign

Finding an appropriate daily budget, whether it be for your campaign or personal finances, is essential to meeting desired goals. When setting a budget, it’s important to find the one that balances maximizing potential return with ensuring you don’t come up short.

It’s important that you set a daily or monthly budget and don’t exceed it as Google can charge you a lot. For example, if you have $20 available each day to spend and your bid price happens to be $0.50 per click, your ad will be shown up to 40 times (assuming you don’t have any competition).

If the budget is exceeded, then Google Ads will automatically stop showing your ad until the next day when the budget limit has been reset. You don’t want to spend all the budget on the first day.

Not testing ad copy

You should always test different types of ads in order to see which ones are most effective.

This Google Ads Campaign rule is closely related to choosing relevant keywords – writing useful advertisements. Ads need to convey what offers you are providing in a way that appeals to the customer.

Testing different types of ads will help you figure out which ones are the most effective and generate the most clicks. You can also use split testing to determine how different headlines, descriptions, and images impact your click-through rates.

If you’re running text ads, then there is no limit on how many times you can change them around and try new things. In addition to this, Google Ads will also give you some ideas about the best-performing ads for your business.

On the other hand, if you’re running display ads, then it’s important to track which ones perform the best so that you can focus on them more often than others.

Don’t forget about ad extension. Using ad extensions is a great way of increasing click-through rates by providing additional information about your product or service right below your main headline copy. You should always use them, as they are free and can really improve your click-through rates. The most known Google Ad Campaign extension is phone calls.

Not using different ad formats

When creating your ads, you should use a variety of different ad formats in order to capture the attention of as many people as possible.

Google Ads offers a number of different ad formats that can be used for this purpose, including text ads, image ads, and video ads. Starting for now we can use elastic formats.

Failing to Monitor Your Ads

You should always be monitoring your ads closely, even after you have launched them. This means regularly checking on their performance (e.g., how many impressions they are getting, what the click-through rate is, etc.), adjusting bids and budget as needed, and terminating any underperforming ads.

If you don’t monitor your ads, then it’s likely that Google will stop showing them at some point because they aren’t performing well. In addition to this, it can also cause the budget for a particular ad group or campaign to be exceeded if there isn’t enough money available in order to meet all of its bids.

After some time and data collected we can use a different strategy than setting CPC manually. We need a separate post about bidding strategies available in Google Ad Campaigns.

Not having or not using the relevant keywords

Getting your keyword list right from the start can have a significant impact on conversion rates and click-through rates, as a poorly chosen list will lead to wasted advertising spend and low-quality clicks from those appearing near your ads on search engine results pages.

Spend time choosing your keywords according to some basic principles that maximize relevance for what you offer as well as ensuring that they work with Google’s ad extensions.

You should always use the right keywords in your ads to target specific customers. For example, you can include a keyword like “men’s shoes” if that is what your business specializes in. You also want to make sure you are including negative keywords so Google doesn’t show your ad for irrelevant searches where it won’t be likely to get clicks (e.g., “women’s shoes”).

There are three keyword match types in the Goggle Search Network: exact match, phrase match, and broad match. The best free tool to do keyword research is Google Keyword Planner. This should be included in Best Practices.

You don’t want your ads showing up for all types of searches, as this won’t lead to any conversions and it will waste money. So use Use Quality Keywords, but Include Negative Keywords.

Not Targeting the Right Audience

One of the biggest mistakes businesses make when running Google Ads campaigns is not targeting the right audience. It is important to target the audience right because you want your ads to reach people that are actually interested in your product or service.

If you do not target the right audience, all of your ad spend will be wasted because people who are not interested in your product/service will click on it.

Targeting the wrong audience can also lead to a low click-through rate, as it will be difficult for your business to gain interest from those who aren’t looking for what you offer.

We can use Google Analytics and Segmentation in order to target specific audiences better. When creating ad groups we should always have all of our targeting options set up.

Not using Remarketing

One of the great things about remarketing is that it can help you re-engage with people who have already visited your website.

Remarketing allows you to show ads to people who have previously visited your site, and these people are more likely to convert because they’re already familiar with you.

This is why it’s important to set up remarketing for your Google Ads campaigns. You can do this by setting up a remarketing list in your AdWords account and then adding some code to your website.

You should be using remarketing as part of your overall marketing strategy, as it can help you achieve better results than you would if you were not using it.

We can use Remarketing Lists for Search Ads(RLSA) to target our previous website visitors with Google search ads.



Running Google Advertising Ads can be a daunting task. There are many nuances to the system that are difficult for beginners to understand, and it’s easy to make costly mistakes that will cost you money in the long run. In this blog post, we discussed 11 common mistakes made by advertisers on Google Ads to show you how to avoid them.

Google Ads is a powerful tool that can help any business generate more revenue. However, many businesses are not aware of the mistakes they are making when running Google Ads campaigns. These common mistakes will cause your campaign to either waste your budget or prevent you from generating revenue if you’re not careful!

If this sounds like something you want to avoid at all costs, we recommend hiring a marketing agency that knows how to run successful ads on Google and other platforms for maximum ROI.


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