Google Ads can be incredibly powerful for driving qualified traffic and conversions. But it can also be a money pit if you're making common mistakes that many advertisers — especially those new to PPC — fall into.
After auditing hundreds of Google Ads accounts for European businesses, we've identified the 10 most damaging mistakes. Here's how to spot and fix them.
Mistake #1: Not Using Negative Keywords
This is probably the single biggest budget waster we see. Without negative keywords, your ads show for irrelevant searches that will never convert.
The problem: If you're bidding on "web design agency," your ads might also show for "web design agency jobs," "free web design," or "web design course" — none of which are your target customers.
The fix:
- Review your Search Terms report weekly
- Add irrelevant terms as negative keywords
- Build a master negative keyword list for common exclusions (free, jobs, cheap, DIY, course, tutorial)
- Use negative keyword lists at the account level
Mistake #2: Using Only Broad Match Keywords
Broad match gives Google too much freedom to show your ads for loosely related searches.
The problem: A broad match keyword like "marketing software" could trigger searches for "free marketing tools," "marketing degree," or "what is marketing."
The fix:
- Start with phrase match or exact match for control
- Use broad match only with Smart Bidding and robust conversion tracking
- Combine broad match with a strong negative keyword list
"We've seen accounts cut wasted spend by 40% simply by switching from broad match to phrase match keywords."
Mistake #3: Ignoring Quality Score
Quality Score directly impacts your ad costs and positions. A low Quality Score means you pay more for worse placements.
The problem: Many advertisers focus only on bids, ignoring the fact that improving Quality Score can reduce CPC by 50% or more.
The fix:
- Improve ad relevance with tightly themed ad groups
- Match ad copy closely to keywords
- Optimize landing page experience (speed, relevance, mobile-friendly)
- Improve expected CTR with compelling ad copy
Mistake #4: Sending Traffic to the Homepage
Your homepage is designed for general visitors, not for specific search queries.
The problem: When someone searches for "enterprise CRM software," they expect to land on a page about enterprise CRM — not your general homepage where they have to hunt for information.
The fix:
- Create dedicated landing pages for each ad group or campaign
- Match landing page content to search intent
- Include clear calls to action relevant to the search
- A/B test landing page variations
Mistake #5: Poor Account Structure
A messy account structure leads to wasted spend, poor quality scores, and difficulty optimizing.
The problem: Throwing all keywords into one ad group means your ads can't be tailored to specific searches, killing relevance and Quality Score.
The fix:
- Organize campaigns by product/service line or goal
- Create tightly themed ad groups (5-20 related keywords)
- Write 3-5 ads per ad group that match the keyword theme
- Use a consistent naming convention
Mistake #6: Not Tracking Conversions Properly
Without proper conversion tracking, you're flying blind. You can't optimize what you can't measure.
The problem: Many accounts we audit have broken tracking, missing conversion actions, or only track one type of conversion while ignoring others.
The fix:
- Set up Google Ads conversion tracking for all valuable actions
- Track macro conversions (sales, leads) and micro conversions (sign-ups, downloads)
- Link Google Analytics and import goals
- Regularly verify tracking is working correctly
- Assign appropriate conversion values
Mistake #7: Set and Forget Campaigns
Google Ads requires ongoing optimization. Markets change, competitors adjust, and performance fluctuates.
The problem: Setting up campaigns and checking them monthly (or less) means you're missing opportunities and wasting money on underperforming elements.
The fix:
- Review performance at least weekly
- Adjust bids based on performance data
- Pause underperforming keywords and ads
- Test new ad variations continuously
- Update negative keywords regularly
Mistake #8: Weak Ad Copy
Boring, generic ad copy means lower CTR, worse Quality Score, and fewer conversions.
The problem: Ads that just describe what you do without compelling reasons to click get ignored.
The fix:
- Include keywords in headlines
- Highlight unique selling points and benefits
- Add numbers and specifics ("50% Off," "24/7 Support")
- Create urgency when appropriate
- Use all available ad extensions
- Write for your audience, not yourself
Mistake #9: Not Using Ad Extensions
Ad extensions improve CTR and ad rank at no additional cost per click.
The problem: Skipping extensions means your ads take up less space and provide less information than competitors who use them.
The fix: Implement all relevant extensions:
- Sitelinks: Links to important pages
- Callouts: Highlight key benefits
- Structured snippets: List services, types, features
- Call extensions: For phone calls
- Location extensions: For local businesses
- Image extensions: Visual appeal
Mistake #10: Wrong Bidding Strategy
Choosing the wrong bidding strategy for your goals and data volume leads to poor results.
The problem: Using Target CPA when you have 5 conversions per month, or using Maximize Clicks when you need conversions.
The fix:
- New campaigns: Start with Maximize Clicks or Manual CPC to gather data
- 15-30 conversions/month: Consider Maximize Conversions
- 30+ conversions/month: Test Target CPA or Target ROAS
- Give Smart Bidding 2-4 weeks to learn
- Monitor and adjust targets based on performance
Bonus: European-Specific Considerations
When running Google Ads in Europe, also consider:
- Language targeting: Don't assume English — target local languages
- Location settings: Use "Presence" not "Presence or Interest"
- Currency: Show prices in local currency
- GDPR compliance: Ensure landing pages and tracking comply
- Seasonality: European holidays differ from US
Conclusion
These 10 mistakes are responsible for most wasted ad spend we see in Google Ads accounts. The good news: they're all fixable. Audit your account against this list, address the issues, and you'll likely see significant improvements in ROI.
Want a professional audit of your Google Ads account? Contact us for a free review with actionable recommendations.