Avoid these 10 Google Ads Mistakes: Life's lessons on costly mistakes.

When it comes to digital advertising, Google Ads is one of the most powerful tools available for small and medium-sized enterprrises (SMEs). With the potential to generate £4 or more in revenue for every £1 spent, the platform can transform marketing efforts—if used effectively. However, improper management can turn Google Ads into a costly pitfall. Here’s a guide to help SMBs navigate common pitfalls and maximize their advertising potential.

Google ads are best for intent-driven consumers!

This article is written for small or medium sized enterprises that dont want to burn their entire advertising budget with costly mistakes that could have been avoided.

Tip #1 - Poor Google Ad Copy and Lacklustre Testing

Everything starts with the message and this is a common Google ad mistake. Ad copy that fails to resonate with your audience or highlight benefits can lead to missed opportunities.

Solution: Craft compelling, emotion-oriented ad copy emphasizing how your service solves customer pain points. Conduct A/B testing to determine what resonates best with your audience.

Tip #2 - Improper Keyword Research, a big Google AD Mistake

The foundation of a successful campaign lies in selecting the right keywords. Targeting vague and low-intent keywords can drain your budget and lead to unqualified traffic.

Solution: Use tools like Google Keyword Planner to identify intent-driven keywords that align with your goals. Consider a mix of short-tail and long-tail keywords for various stages of the buyer’s journey. Test keyword intent by searching terms on Google and analysing the organic and paid results.

Keywords are the building blocks for all succesful campaigns!

"My key takeaway is granularity is the key to specific keyword success." – Jeff Baun , Keyword Specialist at Hannapin Marketing

Tip #3 - Disregard Negative Keywords

Without a robust list of negative keywords, your ads may reach the wrong audience, resulting in a lower click-through rate (CTR) and higher costs per click (CPC).

Solution: Set up a list of negative keywords at the account level, including terms like “free” or “how to,” which may not align with your objectives. Regularly update this list based on your search term reports.

Tip #4 - Not Using Ad Assets

Failing to leverage ad extensions (now called ad assets) can reduce ad visibility and diminish your CTR.

Solution: Incorporate sitelinks, callouts, and location extensions to enhance visibility and deliver more value. For local businesses, link your Google Business Profile for greater local search prominence.

Tip #5 - Poor Campaign Structuring and Organization

Disorganized campaigns can lead to inefficient budget allocation and difficulty in performance analysis.

Solution: Use a logical naming structure and segment campaigns by product category, audience, or location. Separate campaigns for specific services to refine targeting and reduce costs.

Poor Structure can significantly effect your Google Ad Success!

Tip #6 - Sending Traffic to Improperly Designed Landing Pages

Amazing ads can’t convert if your landing pages are sluggish, disorganized, or off-target.

Solution: Design campaign-specific landing pages that mirror your ad’s message. Ensure they are mobile-friendly, load quickly, and include a clear call-to-action (CTA). Use trackable forms, phone numbers, and emails to monitor campaign performance

Tip #7 - Setting and Forgetting your Campaigns

Google Ads requires regular monitoring to sustain performance. Neglected campaigns often result in declining results over time.

Solution: Conduct weekly or monthly audits to optimize bids, refine keywords, and experiment with ad copy. Avoid frequent, drastic changes that reset the learning period.

Tip #8 - Ignoring Mobile Optimisation

With a significant portion of traffic coming from mobile devices, overlooking mobile optimisation can alienate potential customers.

Solution: Prioritize mobile page speed, ensure responsive design, and test user experiences on mobile networks. Ask others to evaluate the mobile journey for friction points.

Tip #9 - Focusing on Clicks Instead of Conversions will burn your budget

A high CTR doesn’t guarantee conversions. Traffic with low purchase intent can quickly eat into your budget.

Solution: Set up conversion tracking in Google Analytics and Ads to focus on cost-per-acquisition (CPA) and return on ad spend (ROAS). Define key conversion events in GA4 and Google Ads for accurate tracking.

Tip #10 - Underestimating the Potential of Remarketing

Remarketing allows you to re-engage users who previously interacted with your brand but didn’t convert.

Solution: Create remarketing campaigns targeting users who visited key pages or abandoned carts. Use messaging that alleviates purchase anxiety or generates urgency through fear of missing out.

The Big Picture: Integration and Testing

Success with Google Ads often requires complementary marketing efforts. Don’t rely solely on this platform—integrate it with email marketing, branding, and social media campaigns for holistic growth. Additionally, remember that every campaign has a testing phase. Be patient and iterative to achieve optimal results.

Take Advantage of the Experts

Need expert guidance? At Midas Media UK, we specialize in helping Businesses like yours unlock the potential of digital advertising. Whether you need help with strategy, execution, or audits, we’re here to drive your growth.

Contact us today to learn how we can elevate your Google Ads campaigns and boost your ROI.