8 Google Ads mistakes to avoid: How to prevent costly errors

Google Ads is one of the most powerful tools for lead generation and business growth — but only if used correctly. Many businesses waste thousands of dollars due to avoidable mistakes, leading to poor performance and frustration. Recently, 40% of small businesses reported that their Google Ads campaigns yielded no leads, while an additional 33% noted that their campaigns produced very few leads. But that’s to be expected if you’re not setting up your campaigns correctly.

If you want to get the best results from your campaigns, avoid these common Google Ads mistakes that drain your budget and limit your success.

1. Using broad match keywords without proper controls

Broad match keywords can show your ads for loosely related searches, leading to wasted ad spend.

?? Example of broad match gone wrong:

• You target “home loan” expecting leads for mortgages, but Google shows your ad for “student loan forgiveness” or “personal loan apps” — completely irrelevant!

? How to fix it:

• Use Phrase Match (“home loan rates”) or Exact Match ([home loan rates]) instead of Broad Match.
• Regularly check your Search Terms Report to see what keywords triggered your ads.
• Add negative keywords (e.g., “student loans,” “bad credit,” “calculator”) to prevent irrelevant clicks.

2. Ignoring negative keywords

One of the biggest Google Ads mistakes is ignoring negative keywords. Negative keywords block your ads from showing on irrelevant searches. If you’re not using them, you’re throwing money away.

?? Example of bad targeting without negative keywords:

• A real estate agent running ads for “homes for sale” is getting traffic from people searching for “mobile homes for rent” — wasting clicks.
• A mortgage lender advertising “low mortgage rates” might be attracting searches like “free mortgage calculator”, which doesn’t bring leads.

? Fix: Regularly update negative keywords

• Use Google’s Search Terms Report to identify bad searches.
• Common negative keywords for real estate/mortgage: jobs, careers, free, cheap, calculator, refinance (if targeting new buyers).

3. Sending traffic to a bad landing page

Your ad can be perfect, but if the landing page isn’t optimized, visitors won’t convert.

?? Common landing page mistakes:

• Slow load times (53% of users leave if a page takes longer than 3 seconds to load).
• Too much text and no clear call-to-action (CTA).
• Generic pages that don’t match the ad message.

? Fix: Optimize your landing page

• Match the ad copy with the landing page headline.
• Keep the CTA clear and visible (e.g., “Get a Free Quote” or “Apply Now”).
• Use fast-loading pages (check with Google PageSpeed Insights).
• Remove unnecessary form fields — ask for only what you need.

4. Not using ad extensions

Ad extensions make your ad bigger, more informative, and more clickable. If you’re not using them, you’re missing out on higher click-through rates (CTR).

? Essential Google Ads extensions:

• Sitelinks – Add links to key pages (e.g., “Get Pre-Approved,” “View Listings”).
• Call Extensions – Show your phone number for easy calls.
• Location Extensions – Ideal for businesses with a physical presence.
• Callout Extensions – Highlight unique benefits (e.g., “No Hidden Fees,” “Close in 30 Days”).

?? Pro Tip: Ads with extensions see up to 20% higher CTRs.

5. Ignoring quality score (which affects cost-per-click)

Other Google Ads mistakes include ignoring quality score. Google assigns each ad a Quality Score (1-10). A low quality score means you pay more per click.

?? What lowers your quality score?

• Poor keyword relevance (your ad doesn’t match search intent).
• Weak ad copy (low engagement = low CTR).
• A slow or irrelevant landing page.

? Fix: Improve quality score for lower costs

• Use highly relevant keywords in ads and landing pages.
• Write compelling ad copy to improve CTR.
• Optimize your landing page experience (fast load time, clear CTA, mobile-friendly).

?? Why it matters: A higher Quality Score lowers your cost-per-click (CPC) and improves ad rank.

6. Not testing ad variations (A/B testing)

Google Ads isn’t “set and forget.” If you’re running only one ad version, you’re missing out on better performance.

? Fix: A/B test these elements

• Headlines: Try different CTA styles (“Apply Now” vs. “See Your Rate”).
• Descriptions: Focus on different benefits (“Low Rates” vs. “Fast Closings”).
• Landing Pages: Test different layouts, CTAs, and designs.

?? Pro tip: Always test at least 2-3 ad variations per ad group and let Google optimize for the best performer.

7. Setting & forgetting your budget

Many advertisers set a budget once and never adjust, leading to wasted ad spend.

? Fix: Adjust based on performance

• High-performing ads? Increase the budget.
• Poor-performing campaigns? Reduce spending or pause them.
• Use Google’s automated bid strategies (like Maximize Conversions) to let Google adjust bids dynamically.

?? Check your campaigns weekly and shift budget to the best-performing ads.

8. Not tracking conversions properly

If you’re not tracking leads, calls, or form submissions, how do you know if your ads are working?

? Fix: Set up conversion tracking

• Use Google Ads Conversion Tracking to measure leads, calls, and sign-ups.
• Use Google Tag Manager for advanced tracking (tracks events like button clicks).
• Track which keywords and ads generate the most conversions.

?? Pro tip: Businesses that track conversions see 2x better ROI than those that don’t.

Final thoughts: Avoid these Google Ads mistakes

Google Ads is a powerful tool to generate high-quality leads and grow your business — especially in the mortgage and real estate industries where visibility and timing are critical. By avoiding costly Google Ads mistakes, you can launch effective campaigns that drive real results.

?? Optimize your keywords (use negative keywords).

?? Improve your landing pages (fast load, clear CTA).

?? Use ad extensions (boost CTR).

?? Monitor & adjust bids (don’t waste budget).

?? Track conversions (know what’s working).

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