Google Ads can be a powerful tool for driving leads and sales—if used correctly. However, many advertisers unknowingly make critical mistakes that waste money, lower conversions, and hurt their ROI.

In this in-depth guide, we’ll break down the 7 most deadly Google Ads mistakes and provide actionable fixes to help you optimize your campaigns for better performance and higher profits.

Let’s dive in!

Mistake #1: Google Ads Mistakes: Not Turning Off Search Partner & Display Networks

Why It’s a Problem:

• Search Partners & Display Networks often deliver low-quality traffic that rarely converts.
• These networks include third-party sites where your ads may appear, leading to irrelevant clicks that drain your budget.

The Fix:

✅ For lead generation campaigns, disable these networks and focus only on Google Search.
✅ If you want to test Display Network, run a separate campaign to track performance accurately.

Mistake #2: Google Ads Budget Killers: Using the Wrong Location Targeting Setting

Why It’s a Problem:

Google offers two options:

1. “People in or regularly in your targeted locations” (Best for local businesses).
2. “People interested in your targeted locations” (Shows ads to users outside your service area).

Choosing the wrong setting means wasting money on people who can’t buy from you.

The Fix:

✅ Always select “People in or regularly in your targeted locations” to avoid irrelevant clicks.

Mistake #3: Google Ads Setup Mistakes: Not Excluding Branded Keywords in Non-Branded Campaigns

Why This Google Ads Mistake Hurts Your Campaign:

• If you bid on non-branded keywords (e.g., “best plumber near me”) but don’t exclude branded terms (e.g., “YourCompanyName”), you’ll pay for clicks that should come organically.
• This inflates your CPA and wastes budget.

The Fix:

✅ Add branded keywords as negatives in non-branded campaigns.
✅ Create a separate branded campaign for better control over bids.

Mistake #4: Skipping Account-Level Negative Keywords

Why It’s a Problem:

• Without negative keywords, your ads show for irrelevant searches (e.g., “free,” “cheap,” “jobs”).
• This leads to useless clicks that drain your budget.

The Fix:

✅ Set up account-level negatives from day one.
✅ Regularly review search term reports and add new negatives.

Mistake #5: Not Setting a Primary Conversion Action

Why It’s a Problem:

• Google’s algorithm works best when optimizing for one key conversion (e.g., purchases, leads).
• If you track multiple conversions, Google gets confused, leading to poor performance.

The Fix:

✅ Choose one primary conversion (e.g., “Contact Form Submissions”).
✅ Mark all others as secondary.

Mistake #6: Ignoring Change History & Making Hasty Decisions

Why It’s a Problem:

• Unauthorized or accidental changes can ruin campaign performance.
• Making decisions without enough data leads to poor optimizations.

The Fix:

✅ Review Change History weekly to spot issues.
✅ Wait at least 7 days before making major changes.

Mistake #7: Not Using Smart Bidding with Enough Data

Why It’s a Problem:

• Manual bidding can’t compete with Google’s AI-driven Smart Bidding.
• But switching too early (without enough conversions) leads to poor results.

The Fix:

✅ Use Target CPA or Target ROAS only if you get 30–50 conversions/month.
✅ Set realistic targets based on past performance.

This approach helped us generate $450K in sales for a Housten-based windows & door business in just 6 months.

Final Thoughts: Optimize Your Google Ads for Maximum ROI

Avoiding these 7 deadly mistakes can dramatically improve your Google Ads performance. By:
✔ Disabling Search Partners & Display Networks
✔ Setting precise location targeting
✔ Excluding branded keywords
✔ Using negative keywords
✔ Focusing on one primary conversion
✔ Monitoring changes carefully
✔ Switching to Smart Bidding at the right time

…You’ll lower costs, increase conversions, and maximize ROI.

Need Help Optimizing Your Google Ads?

Book a free call today and let’s fix your campaigns together!