The Most Common Google Ads Mistakes Businesses Make

Google ads offer a plethora of customization options for advertisements to make your ads more business-effective. Due to a lack of in-depth knowledge and experience, businesses often fail to get the best outcomes even after investing substantially in Google ads. 

Here comes the role of the companies offering Google Ads consulting. With them, your ads cannot go wrong. Here are a few mistakes that you should avoid to make your ads productive.  

 1. Using Inappropriate Conversion Actions

Why do businesses opt for Google ads? They do it to enhance the traffic volume and sales of the business. However, inappropriate conversion actions can ruin all their efforts and investments in a moment. 

Many people find the idea of conversion pretty confusing. If you think that the number of page views your website gets reflects the conversion, you need to think twice. Everyone who lands on your website does not purchase from your collection. 

In reality, page views can be way more than real sales. Therefore, tracking the analytical metrics like clicks per page does not always help. Actions like form fill-ups, purchases, etc., should be the parameter for conversion check. 

2. Smart Bidding Clubbed With Wrong Goals

Google ads offer a plethora of smart bidding options to help your business realize more conversions. 

However, if your automated bidding choice does not stand in parity with the goals you have in mind, your campaign will cost you, and nothing more. Smart bidding works best when you pick bidding options keeping your goal in mind. 

For example, if you have conversion as your goal for a particular page and maximum clicks to be the smart bidding option, you cannot hope to get optimal results. 

If you operate at a one-sale-per-day scale, maximization of conversion value can be an excellent choice. You can try multiple smart bidding options to check the impact of each on your real conversion volume. 

3. Following Trends Blindly

When it comes to automated bidding, a tendency to generalize creeps in. Even though local decisions are important, the dearth of location-based bidding modifiers exists everywhere. 

People choose automated bidding when they fail to find something more specific, like the manual bidding methods. 

Manual bidding methods can be critical for businesses and their growth.  In manual bidding, the general trend no longer remains the primary focus. Instead, the business’s unique focus remains the impetus behind the bidding. 

Therefore, for localized marketing, manual bidding based on specific requirements and goals is always a better choice. 

4. Unsupervised Bid Modifier Scheduling

Most people fix an ad schedule for a bid modifier and forget about it. The performance and response generated through this ad can vary from month to month. 

For example, during the festivities, any time of the day can be a good time for the ad as most people remain hunting for related products during this time. On the other hand, during a season with festivals or weddings, every hour of the day might not be the perfect frame for the ads. 

Therefore, the ad scheduling needs revision from time to time. Change your ad schedules based on a data-backed analysis of previous ad engagement levels during different seasons. 

5. Not Choosing The Right Keywords

Who can deny the role the keywords play in making your ads more visible to the audience?  However, Google ads categorize the keywords into three different segments – phrase match, broad match, and exact match. 

Of these three types of keywords, the road match remains the best alternative as it encompasses more opportunities. The very name, exact match, gives an impression of limited match possibilities. With broad match keywords, your Google ads can reach more people. 

Therefore, conversions, traffic, and even brand recognition improve with the broad match keywords. If you have so far used exact match keywords and phrase match keywords for your SEO content and websites, it is time to change the keyword usage pattern. 

6. Not Appending Negative Keywords

You should always inform Google about the keywords to match your ads with. But, people often forget to inform Google about the keywords not to match their ads with. If a particular keyword, close to your business, does not fit your offerings perfectly, inform Google about them. 

Suppose you deal in authentic leather shoes.  Now, the keyword, faux leather shoes, should not get linked to your ads.  People who search for faux leather shoes are not likely to have an interest in authentic leather shoes, except, on a few occasions. 

Showing your ads to them will be of next to no impact on your business. Therefore, every Google ad should remain linked to the relevant keywords. 

Google ads can take your business to new heights when executed properly. Discuss your business goals with the best Google Ads consultancy to invest in Google ads effectively.


Alex is a small business blogger with a focus on entrepreneurship and growth. With over 5 years of experience covering the startup and small business landscape, Alex has a reputation for being a knowledgeable, approachable and entrepreneurial-minded blogger. He has a keen understanding of the challenges and opportunities facing small business owners, and is able to provide actionable advice and strategies for success. Alex has interviewed successful entrepreneurs, and covered major small business events such as the Small Business Expo and the Inc. 500|5000 conference. He is also a successful entrepreneur himself, having started and grown several small businesses in different industries.