Google Ads remains one of the most powerful tools for UK businesses aiming to boost online visibility, connect with targeted audiences, and drive meaningful conversions. Yet, many businesses waste budget and miss out on results because of avoidable mistakes.
At Legacy Marketing, we’ve seen these pitfalls firsthand—and we know how to help businesses steer clear of them. If you’re managing Google Ads in-house or thinking about launching your first campaign, watch out for these common errors:
1. Poor Keyword Targeting
Choosing the wrong keywords is one of the biggest drains on your budget. Broad, generic keywords might bring lots of clicks but often attract the wrong audience. Meanwhile, overly niche keywords may generate minimal impressions.
How to fix it:
- Use a mix of broad match modifiers, phrase match, and exact match terms.
- Focus on high-intent keywords relevant to your products or services.
- Regularly refine your keyword list using tools like Google’s Keyword Planner.
Remember, it’s not about attracting all the traffic—it’s about attracting the right traffic.
2. Not Using Negative Keywords
Without negative keywords, your ads may appear for irrelevant searches, wasting precious ad spend. For instance, if you sell luxury watches, you might want to exclude searches containing “cheap” or “free.”
How to fix it:
- Build a negative keyword list from day one.
- Continuously review your search terms report.
- Block irrelevant terms to improve your click-through rates (CTR) and ROI.
3. Ignoring Landing Page Optimisation
Getting traffic to your website is only half the battle. If your landing page isn’t optimised, visitors will leave without taking action.
How to fix it:
- Ensure your landing page is mobile-friendly and loads quickly.
- Align your page content with your ad messaging.
- Include clear, compelling calls-to-action (CTAs).
A well-optimised landing page not only converts better but can also improve your Quality Score, potentially lowering your cost per click.
4. Not Tracking Conversions Properly
It’s shocking how many businesses run Google Ads without accurately measuring results. Tracking page views alone won’t reveal whether your ads are delivering ROI.
How to fix it:
- Set up Google Ads conversion tracking correctly.
- Integrate with Google Analytics for deeper insights.
- Track meaningful actions like purchases, form submissions, or phone calls.
This data is critical for understanding your cost per conversion, refining your campaigns, and scaling what works.
5. A “Set and Forget” Mentality
One of the biggest mistakes is assuming Google Ads is “set it and forget it.” Markets shift, competitors adjust bids, and seasonality affects searches. Failing to keep a close eye on your campaigns can quickly drain your budget.
How to fix it:
- Schedule regular account reviews.
- Test new ad variations.
- Update keywords, refine audiences, and adjust bids based on performance data.
Continuous optimisation is the secret to long-term success with Google Ads.
Final Thoughts
Running a profitable Google Ads campaign requires strategic thinking, regular maintenance, and a keen eye for detail. By avoiding these common mistakes—poor keyword choices, neglecting negative keywords, ignoring landing pages, failing to track results, and taking a hands-off approach—you can maximise every pound of your marketing budget.
When used correctly, Google Ads can drive significant growth, leads, and revenue for your business.
Check out our previous blog: The Future of SEO: What Google’s Algorithm Changes Mean for Your Business
Ready to Get More From Your Google Ads?
At Legacy Marketing, we help businesses across the UK achieve real results through expertly managed Google Ads campaigns. Let’s ensure your ad spend drives growth, not frustration.
Email us: info@legacy-marketing.co.uk
Visit us: legacy-marketing.co.uk
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