10 Common Google Ads Mistakes and How We Fix Them
Running Google Ads can deliver incredible results when managed properly. But when campaigns are set up without a clear strategy, they can quickly become a drain on your budget. Every week, we audit accounts where business owners are spending thousands on ads that bring in the wrong traffic, generate poor leads, or fail to convert at all. The good news is that most of these problems are fixable; and often, the solutions are simpler than expected. In this guide, we will go over the ten most common Google Ads mistakes we see in 2026 and explain exactly how to fix them for better performance and higher ROI.
Mistake 1: Using the Wrong Keyword Match Types
Many advertisers still misunderstand how keyword match types work. If you use broad match for everything, Google can show your ads for irrelevant searches, leading to wasted clicks. For example, a plumber bidding on “plumbing services” with broad match might appear for unrelated searches like “plumbing jobs” or “DIY plumbing tools.” The fix is to use a mix of match types. Phrase match and exact match offer more control and prevent your ads from appearing for unrelated terms. Broad match can still be useful when paired with strong negative keywords and conversion tracking. To learn more about keyword match types and when to use each one, check out our guide Keyword Match Types Explained (Broad, Phrase, Exact), which breaks this down in detail.
Mistake 2: Ignoring Negative Keywords
Negative keywords are one of the most powerful yet underused tools in Google Ads. Without them, your ads can appear for searches that have nothing to do with your services. For example, a marketing agency advertising paid campaigns might appear for “free advertising tools” or “DIY marketing tips.” By adding “free,” “cheap,” and other irrelevant terms as negative keywords, you immediately improve targeting and stop wasting budget on unqualified clicks. Regularly reviewing your search term reports helps identify new negatives that should be added to your campaigns.
Mistake 3: Sending Traffic to the Homepage
One of the biggest conversion killers is sending ad traffic to your homepage instead of a dedicated landing page. Your homepage has too many distractions and often lacks a clear call to action. Visitors can easily get lost, reducing your chances of generating a lead. The fix is simple: create targeted landing pages that match your ad’s message. If your ad promotes “Google Ads Management Services,” the landing page should focus entirely on that offer and encourage visitors to take action. At Cristanta Digital Marketing, we include landing page optimization with every campaign to ensure the traffic you pay for converts into real results. You can learn more about this on our Paid Advertising Services page.
Mistake 4: Not Tracking Conversions Properly
If you do not have conversion tracking set up, you are essentially flying blind. You might see clicks and impressions, but you will have no idea whether those clicks actually lead to sales or leads. Google Ads allows you to track phone calls, form submissions, purchases, and more. But if the tracking code is installed incorrectly or missing, your data will be inaccurate. The fix is to ensure all tracking tags are verified and tested. Connect Google Ads with Google Analytics 4 and Google Tag Manager (GTM) for deeper insight into user behavior and conversion paths. According to Search Engine Journal, campaigns with accurate conversion tracking achieve up to 30 percent better ROI because optimizations are based on real data instead of assumptions.
Mistake 5: Ignoring Ad Copy Quality
Ad copy is what makes people click. If your headlines are vague or generic, users will scroll past your ads. Strong ad copy focuses on benefits, not just features. Instead of saying “Digital Marketing Services,” say “Get More Leads with Targeted Google Ads Campaigns.” Use emotional triggers and clear calls to action. Adding specific offers, such as “Free Consultation” or “Custom Strategy,” can increase click-through rate significantly. The best-performing accounts test multiple versions of ad copy regularly.
Mistake 6: Poor Campaign Structure
A disorganized campaign structure leads to poor performance and inflated costs. Many accounts group dozens of unrelated keywords into a single ad group. This makes it impossible to write relevant ads for each search intent, lowering Quality Scores and increasing CPC. The fix is to organize your account by theme. Each ad group should focus on a single service or keyword cluster. For a detailed breakdown of how to do this, read our post How to Structure a Google Ads Campaign for Maximum ROI, where we explain the exact setup we use to improve efficiency and reduce costs.
Mistake 7: Relying Too Heavily on Automation
Automation can save time, but it is not a replacement for strategy. Features like Smart Bidding and Performance Max campaigns are powerful when set up properly, but they require accurate data and consistent monitoring. Many businesses turn them on too early, before their campaigns have enough conversion history. The fix is to combine automation with human oversight. Let Google’s algorithms handle bidding once sufficient data exists, but continue manually optimizing keywords, ads, and landing pages. Regular reviews ensure the system does not drift off target.
Mistake 8: Neglecting Mobile Optimization
With most Google Ads clicks now coming from mobile devices, an unoptimized mobile experience can destroy conversions. If your landing page loads slowly or forms are hard to fill out on a phone, potential leads will abandon the page within seconds. To fix this, test your ads and landing pages across multiple devices. Ensure your site loads within three seconds and that buttons and CTAs are clearly visible on small screens. Google rewards mobile-friendly experiences with better ad placement and lower costs.
Mistake 9: Ignoring Ad Scheduling and Location Settings
Many advertisers waste money showing ads at times or in places where conversions are unlikely. For example, a local service business might be running ads nationwide or overnight when no one is available to answer calls. The fix is to analyze your performance data by location, time, and day of the week. Narrow your targeting to the most profitable regions and active hours. Adjusting your ad schedule can immediately reduce wasted spend and improve lead quality.
Mistake 10: Failing to Test and Optimize Regularly
Google Ads is not a “set it and forget it” platform. If you are not reviewing performance weekly and testing new ideas, your campaigns will slowly lose effectiveness. Optimization should include:
Testing new ad variations
Updating keywords
Reviewing search terms
Adjusting bids
Refreshing landing pages
At Cristanta Digital Marketing, we believe continuous testing is the foundation of long-term success. Every ad campaign we manage undergoes constant review and adjustment to ensure maximum performance.
Bonus Mistake: Neglecting Quality Score
Although not often discussed by beginners, Quality Score has a massive impact on costs and visibility. A higher Quality Score means your ads are more relevant to users, allowing you to pay less per click while maintaining strong ad placement. Improving ad relevance, landing page quality, and click-through rate can all raise Quality Scores over time. You can learn more about how to improve this in our article How to Optimize Google Ads Quality Score, which covers the metrics Google considers most important in 2026.
How We Fix These Problems at Cristanta Digital Marketing
When businesses come to us with underperforming Google Ads campaigns, we start with a detailed account audit to identify exactly where money is being wasted.
Our process includes:
Reviewing campaign structure and keyword match types
Checking for missing or inaccurate tracking
Evaluating ad copy relevance
Optimizing landing pages for conversions
Adjusting bids and schedules for efficiency
Once we address these core issues, we focus on continuous optimization to ensure steady growth. Our goal is not just to fix mistakes but to build campaigns that evolve and improve month after month. You can learn more or request your own audit on our Paid Advertising Services page.
Conclusion
Running successful Google Ads campaigns in 2026 requires more than just setting a budget and choosing keywords. It demands strategy, testing, and a deep understanding of how every piece of the system works together. The most common mistakes — from poor keyword control to weak landing pages — can easily drain your budget if left unchecked. But with proper management and a structured approach, these problems can be turned into opportunities for growth. Whether you manage your own campaigns or partner with an agency, the key is consistent attention to detail and a commitment to ongoing improvement. If you are ready to eliminate wasted ad spend and unlock the full potential of your Google Ads, schedule a campaign review with Cristanta Digital Marketing today.