The Top Google Ads Mistakes Killing Your Campaigns (and Your ROI!)

In the last five years, I’ve audited over 500 Google Ads accounts, and one thing is clear: even the most well-intentioned campaigns can go astray with a few critical missteps. From tracking setups that inflate conversion data to campaign deletions that wipe out invaluable history, these mistakes cost businesses not only ad dollars but also their growth momentum. 

In this article, I’ll share some of the most common—yet avoidable—mistakes that I’ve encountered repeatedly. Whether you’re running ads in-house or working with an agency, recognizing and rectifying these pitfalls can drastically improve your Google Ads performance and drive better results. 

Let’s dive into these key insights to help you unlock your campaign’s full potential.

1. Starting New Google Ads Accounts (Losing Account History)

Some agencies start new Google Ads accounts for clients, erasing valuable performance history and ongoing optimizations. This can be a manipulative practice as the agency then retains control of the account, leaving clients unaware that the new account (and its data) is locked to that agency. Stick with a single account to maintain consistent growth and control.

2. Tracking All Conversions as Primary Actions

Tracking all actions as primary conversions—like purchases, signups, and calls—results in inflated data, making optimization ineffective. Limit primary conversion tracking to actual purchases or key leads to focus on true drivers of your business.

3. Double-Counting Conversions with Google Ads and GA4

 Double-counting conversions, especially with both Google Ads and GA4, can severely misrepresent performance. This practice leads to misinformed budget allocations, strategy adjustments, and poor ROI. Ensure conversions are tracked accurately without duplication.

4. Deleting Campaigns or Keywords

 Deleting campaigns or keywords throws away valuable data, which can harm performance significantly. Instead, use pausing or refining to retain historical data while improving efficiency—there’s rarely a reason to delete outright.

5. Ignoring Non-Converting Search Terms

 Non-converting search terms drain budget fast, yet many accounts leave them unchecked. Regularly review and exclude these terms to focus your spend on what truly converts.

6. Not Setting Up Dynamic Remarketing Tags Properly

 Dynamic remarketing is a game-changer for eCommerce, but it only works if ecomm_prodid or id and value attributes are properly set. Without this setup, you’re missing out on powerful, personalized remarketing opportunities.

7. Limited Keyword Research

 Using a handful of keywords based on assumptions won’t cut it. Keyword research is essential to uncover high-volume search terms, optimize for user intent, and capture opportunities competitors may have missed.

8. Over-Focusing on Low-Cost Clicks Instead of Quality Traffic

 Prioritizing low-cost clicks without regard for quality often results in lower conversions. A focus on high-quality traffic may raise CPC but boosts the likelihood of real conversions—critical for long-term ROI.

9. Skipping Negative Keyword Updates

 Negative keywords are often overlooked, but they’re essential for blocking irrelevant traffic and conserving budget. Consistently updating them ensures you’re not paying for irrelevant clicks.

10. Unoptimized Product Titles, Descriptions, and Feeds

 In Shopping campaigns, your products are the ads. If product titles, descriptions, or feed attributes are unoptimized, you’re losing visibility. Learn from Amazon sellers, who carefully optimize listings for maximum impact.

11. Not Testing the Sales Funnel for Conversions

 A well-optimized campaign won’t save a broken sales funnel. Issues like unsubmitted forms or checkout glitches can cost sales. Routinely test your funnel to catch and resolve these issues early.

12. Avoiding High-Competition Keywords

 High-competition keywords might seem intimidating, but their popularity means they’re working for others. Excluding these terms could prevent you from reaching valuable audiences.

13. Stopping or Deleting High-Performing Campaigns

 Pausing or deleting successful campaigns can be a major misstep. Optimizing or expanding on proven campaigns instead allows you to leverage existing data for ongoing results.

14. Using Manual CPC with No Bid Adjustments

 Manual CPC requires regular bid adjustments. Setting CPC and leaving it unattended for weeks or months is like setting your campaign on autopilot without direction.

15. Counterproductive Pop-Ups

 Poorly timed pop-ups for email sign-ups or discounts can derail purchase intent. Be mindful of when and where pop-ups appear in the user journey.

16. Hiding Key Offers During Checkout

 Displaying critical offers, like free shipping, is essential during checkout to maximize conversions. Missing these details can cause users to abandon their purchases.

17. Overlooking Audience Segmentation and Exclusions

 Audience segmentation and exclusion ensure that your budget targets the right people. Failing to use them is akin to casting a wide net and hoping for the best.

18. Ignoring Seasonal and Local Demand

 Neglecting seasonal and local demand trends limits growth potential. Capitalizing on these shifts can give your campaigns a significant advantage over competitors.

Ready for a Google Ads Check-Up?

These mistakes are easy to make but even easier to fix with the right guidance. If you’re curious to see where your campaigns can improve, reach out for a Free Google Ads Audit. Let’s turn your Google Ads into a high-performance growth machine.