So, you think you have set up the perfect Google Ads campaign? If so, great job! However, I am willing to bet that, like most users, there is at least one mistake listed in this email that you have in your campaign. So, read on my friend, read on…
Google Ads can be an extremely effective lead and sales generation machine and the myriad of features, customization, and targeting options it offers are plentiful. Unfortunately, Google Ads is set up to vacuum out your wallet if not used properly. Avoiding these common mistakes can save you money and get you more business.
Often, the default recommendations that Google suggests when setting up a campaign can prove to be a costly mistake and are the very ones you want to avoid. There is a conflict of interest here you see — your agenda is to generate business; Google’s agenda is clicks.
Dialing in location and timing keeps spend focused on high‑quality prospects, especially if you’re working with a modest budget like $3–$5 per day.
Where Your Google Ads Appear
When you set up a campaign, Google lets you advertise on the Search Network, the Display Network, or both—plus include Google’s search‑partner sites. For lead‑generation campaigns, stick with Search Network only. Display clicks rarely convert at the same rate, so mixing Display with Search inflates your cost per acquisition without delivering meaningful new customers.
If you pick Search Network, your ads show exclusively on Google search results and approved search partners whenever a user types one of your target keywords. Adding Display Network tells Google to scatter your ads across relevant websites—even when visitors aren’t actively looking for what you sell—draining budget on low‑intent traffic.
Negative Keywords: Your Conversion Safeguard
Review your Search Terms report every week and expand your negative keyword list.
Spot the waste: Identify queries that triggered impressions or clicks but have nothing to do with your offer.
Block them: Add those irrelevant terms as negative keywords so Google stops showing your ads to the wrong audience.
Example: A brewery‑supply client was paying for clicks on “free online beer recipe.” By adding free, online, and recipeas negatives, we cut that wasted spend to zero.
Geography & Ad Schedule
Google is happy to show your ad worldwide—but that doesn’t mean you should.
Location targeting: Limit impressions to the areas you can realistically serve (e.g., within 25 miles, specific ZIP codes, or even a tight radius around competitors).
Day‑parting: Show ads only when you can respond. If you’re closed on weekends or overnight, schedule ads to pause so your daily budget isn’t exhausted at 2 a.m. while real customers search later.
Dialing in location and timing keeps spend focused on high‑quality prospects, especially if you’re working with a modest budget like $3–$5 per day.
Other Costly Mistakes to Avoid
No conversion tracking
Weak keyword research
Failing to test bidding strategies
Running a single ad variation
Skipping ad extensions
Ignoring regional search trends
Overlooking Google Ads Experiments
Running profitable Google Ads takes consistent analysis, patience, and lots of testing—but the payoff is worth it.
Want a deeper dive? Email me anytime. Happy selling!
#TheRippleEffectGroup #REG #GoogleAdsTips #CommonGoogleAdMistakes