Top Google Ads Mistakes to Avoid in 2025: Insights from Industry Experts

Google Ads campaigns have become increasingly complex, and with advancements in automation and AI, mistakes in campaign management can significantly impact performance. Recently, I posed a question to my LinkedIn network: What are the top Google Ads mistakes to avoid in 2025? The responses were insightful, thought-provoking, and packed with actionable advice.

This article consolidates those tips, giving credit to the experts who contributed, while adding my perspective and additional suggestions to help you avoid costly mistakes and set your campaigns up for success. Let’s dive in!

Common Google Ads Mistakes Shared by Industry Experts

1. Running Performance Max (PMax) Campaigns Without Exclusions

Sakshi Arora emphasized the importance of setting up exclusions in PMax campaigns. Without exclusions, ads can serve in irrelevant placements, leading to wasted ad spend.

My Take: A solid exclusions list is a non-negotiable step in PMax setups. Identify irrelevant audiences, placements, and search terms during your planning phase to maximize results.

2. Setting Lead Generation Conversion Goals to “Every” Instead of “One”

This common error, also highlighted by Sakshi Arora, skews data by counting multiple form submissions from a single user as separate conversions.

My Take: Always use “One” for lead gen campaigns to ensure accurate tracking and optimization. Test this setting in multiple campaigns to see the difference in data quality.

3. Blindly Following Google Ads Recommendations

Nitin Jain humorously pointed out that implementing every suggestion from Google reps can lead to suboptimal results.

My Take: Google Ads recommendations, while helpful, often prioritize ad spend. Always test suggestions before implementing them at scale, and never accept changes without understanding their impact.

4. Clicking “Limited by Budget” Recommendations

Sahib kumar shared a relatable mistake: trusting the “Limited by Budget” recommendation and increasing budgets impulsively.

My Take: Instead of blindly increasing budgets, analyze performance trends, ROAS, and cost-per-conversion to justify spending changes.

5. Ignoring the Power of Tracking Templates

Umar Tazkeer highlighted the underutilization of tracking templates for detailed campaign insights.

My Take: Use tracking templates to get granular data about user behavior, device performance, and more. It’s a simple but powerful way to refine campaign strategies.

 6. Starting Campaigns with PMax Without Conversion Data

Mukesh Kumar noted that businesses often launch PMax campaigns without prior conversions or proper tracking setup, typically based on suggestions from Google reps.

My Take: PMax campaigns thrive on data. Build a history of conversion data with search or shopping campaigns before switching to PMax for optimal results.

7. Using Max Conversions Bidding at Campaign Launch

Sujitkumar Fuke shared a deep dive into why Max Conversions bidding doesn’t work for new campaigns with no conversion history.

My Take: Start with manual CPC or tCPA bidding for initial campaigns. Use Max Conversions once you’ve gathered enough conversion data to help Google’s algorithm optimize effectively.

8. Ignoring Remarketing and Competitor Brand Name Bidding

Shahbaz Asghar provided a comprehensive list of mistakes, including not setting up remarketing campaigns and excluding competitor brand names.

My Take: Remarketing should always be part of your strategy, and competitor campaigns, while expensive, can drive significant conversions if done thoughtfully.

9. Not Using Scripts and Portfolio Bidding Strategies

Musab K. highlighted the importance of scripts for advanced data analysis and the power of portfolio bidding paired with seasonality adjustments.

My Take: Scripts automate repetitive tasks and uncover performance opportunities. Pair them with smart bidding to achieve better campaign outcomes, especially during seasonal peaks.

10. Mixing High- and Low-Ticket Products in One Campaign

Umair Maqbool explained how tROAS bidding often prioritizes high-ticket items, leaving low-ticket items underutilized.

My Take: Segment campaigns by product price points and allocate dedicated budgets. This ensures all products get their fair share of ad exposure.

11. Importing Conversions from GA4 as Primary in Google Ads

Sagar Bisht warned against marking GA4 conversions as primary alongside main conversion actions in Google Ads.

My Take: Duplicate tracking leads to confusion and incorrect optimization signals. Choose one primary conversion action and stick to it.

12. Applying Recommendations from the Google Ads Mobile App

Laiba Shahid 🟣 pointed out the dangers of implementing recommendations directly from the Google Ads mobile app.

My Take: The mobile app is great for monitoring performance, but major changes should always be made from the desktop platform where you have better visibility.

13. Ignoring Exclusion Lists and Automation Rules

Aditya Navle shared how overlooking exclusion lists and automation rules can hinder campaign performance.

My Take: Build and regularly update exclusion lists. Use automation rules wisely to manage bids, pause non-performing ads, and scale winners.

14. Not Using Separate Landing Pages for Each Conversion Goal

Shahbaz Asghar also highlighted the importance of creating dedicated landing pages for each type of conversion action.

My Take: A tailored landing page improves the user experience and increases conversion rates. Match landing pages to the intent of your keywords and ad copy.

15. Listening to Everything Google Reps Suggest

Daniel Pradeep humorously reminded us that agreeing with every suggestion from Google reps is a mistake.

My Take: While Google reps have valuable insights, their recommendations often prioritize spending. Always analyze their suggestions critically.

Additional Suggestions for 2025 by Guided PPC 

16. Trusting Your Google Ads Agency Blindly

Not all agencies are experts in Google Ads or pay attention to details that make campaigns profitable. Over the past year alone, I’ve audited 100+ accounts and uncovered elementary mistakes that waste budgets and prevent businesses from scaling. Always scrutinize the work of your agency and ensure they’re actively working to grow your business. 

17. Not Getting a Second Pair of Eyes on Your Campaigns

Relying solely on one agency or expert’s perspective can limit your growth. As you plan for 2025, consider getting your campaigns audited by another agency or consultant. Fresh ideas and insights not only improve performance but also keep your current agency accountable. 

18. Being Trapped in an Agency’s MCC Account

Some agencies create Google Ads accounts for their clients under their MCC, claiming it’s for convenience or policy reasons. This often locks clients into a “prison” where they can’t take their account elsewhere. Insist on owning your own Google Ads account to maintain control over your campaigns and their performance history.

19. Not Owning Critical Accounts Like Google Ads, GMC, and GTM

Your Google Ads, Google Merchant Center, and Google Tag Manager accounts are critical assets for your business. Always create and own these accounts to avoid dependency on agencies. I’ve seen clients struggle to switch agencies because their accounts were held hostage, with agencies claiming ownership as “intellectual property.” Don’t fall into this trap.

20. Hiring In-House Employees to Manage Your Campaigns

While having an in-house team may seem like a cost-effective solution, it often leads to stagnation. In-house employees may lack the expertise, experience, or incentive to push boundaries and scale your business. Agencies, on the other hand, work in a dynamic environment and are more likely to drive growth. 

21. Hiring Cheap Freelancers for Google Ads Management

Freelancers offering low rates may seem appealing, but they often lack the skills, experience, and foresight needed to scale your business profitably. For consistent results, work with a proven agency that ties their fees to performance metrics like a percentage of ad spend.

22. Paying a Premium for Awards and Recognitions

Many agencies boast awards and recognitions that are often self-congratulatory within closed networks. Instead of focusing on accolades, seek agencies or experts that take a genuine interest in your business and can back their claims with proven results.

23. Not Learning the Basics of Google Ads

As a business owner, understanding the fundamentals of Google Ads can go a long way. It enables you to call out mistakes, evaluate strategies, and choose the right talent. You don’t need to manage campaigns yourself, but knowing the basics helps you stay informed.

24. Trying to Manage Google Ads Yourself

While learning the basics is beneficial, trying to manage campaigns on your own can lead to wasted time and budget. Google Ads requires years of experience to master. Your time is better spent focusing on product development, competitive advantages, and other growth opportunities, while a skilled agency handles your campaigns.

By addressing these often-overlooked mistakes, you can ensure better campaign performance, stronger business relationships, and more sustainable growth in 2025.

Wrapping It Up

The Google Ads ecosystem is evolving rapidly, and staying ahead requires avoiding these common mistakes. Thanks to the contributions from my LinkedIn network, we’ve uncovered some critical pitfalls and strategies to address them.

A huge shoutout to everyone who shared their expertise:

• Sakshi Arora

• Nitin Jain

• Sahib Kumar

• Umar Tazkeer

• Mukesh Kumar

• Sujitkumar Fuke

• Shahbaz Asghar

• Musab K.

• Umair Maqbool

• Sagar Bisht

• Laiba Shahid

• Aditya Navle

• Daniel Pradeep

Your insights have not only made this article richer but also more actionable for advertisers around the world.

Have more Google Ads tips or mistakes to add? Drop them in the comments! Let’s keep the conversation going. 🚀