Most "Google Ads doesn't work" stories trace back to the same seven setup mistakes. Here they are, with fixes.
The Seven Money-Burners
- No conversion tracking. You can't optimise what you don't measure. Fix: set up conversions before spending.
- No negative keywords. Paying for "free", "jobs" and irrelevant clicks. Fix: weekly search-terms review.
- Broad match with no guardrails. Reach without relevance. Fix: phrase/exact match until data justifies broad.
- Homepage as landing page. Unfocused pages convert poorly. Fix: dedicated landing pages.
- One giant ad group. Generic ads for everything. Fix: tight, single-theme ad groups.
- Set-and-forget. Accounts decay without weekly attention. Fix: a standing optimisation routine.
- Wrong geography. Paying for clicks from cities you don't serve. Fix: precise location targeting.
The Pattern Behind All Seven
Every mistake is a relevance or measurement failure. Google rewards tight relevance and punishes vagueness with higher costs - discipline is the whole game.
Suspect your account has these? Our Google Ads team will audit it free.
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