Running Google Ads without a solid strategy? Might as well throw your budget in a skip and set it alight.
PPC spend keeps climbing. Results? Not always keeping pace. And it’s not because brands aren’t trying. It’s usually down to a few overlooked mistakes that quietly drain your budget and throttle your ROAS.
Here are eight I see all the time – and what to do instead.
1. Not Optimising the Product Feed
Your product feed isn’t just a list – it’s your digital aisle. If it’s vague or half-baked, you’re making it harder for Google to shelve your products where the right people can find them.
Why it matters:
Google relies on your feed to understand what you’re selling. A weak feed = weak matches = weak results.
What to do:
Start with keyword-rich titles – think like your customers. Add structure with correct categories, GTINs and product types. Use tools like DataFeedWatch or Google Merchant Centre rules to fine-tune and automate improvements.
2. One Campaign to Rule Them All
Bundling everything into one campaign might save time, but it kills control.
Why it matters:
You can’t adjust bids or budgets properly if all products – from your bestsellers to clearance junk – sit in the same pot. Google doesn’t know what to prioritise, and neither can you.
What to do:
Split your campaigns by margin, category or performance. High-margin items deserve more visibility. Top-performers need tailored bids. Group strategically and you’ll see your efficiency shoot up.
3. Optimising for Revenue Instead of Profit
Sales are great. Profit is better. But too many campaigns chase top-line numbers and ignore what’s left after costs.
Why it matters:
You could be “winning” on revenue but losing money on every sale. Smart Bidding won’t save you if it’s chasing the wrong goals.
What to do:
Track profit per product and assign values accordingly. Tools like ProfitMetrics.io can push margin data into Google Ads so your bidding strategy actually supports business growth – not vanity metrics. If you’re wondering why conversions aren’t adding up, here’s why your Google Ads aren’t converting and what to do about it.
4. Ignoring Search Terms and Negatives
The Search Terms Report is gold dust – but only if you actually look at it.
Why it matters:
Your ads might be showing up for searches like “free samples,” “second hand,” or “manual download” – none of which will lead to sales. Every one of those clicks costs money.
What to do:
Review your search terms weekly. Add negatives like:
- “cheap”
- “manual”
- “DIY”
- “second hand”
- “used”
This is one of the fastest ways to tighten up wasted spend and improve CTRs. If you’re being targeted by competitors, you might also want to read how to stop competitors from bidding on your brand on Google Ads.
5. Boring or Generic Ad Copy
Responsive Search Ads (RSAs) are great – until you fill them with copy that could’ve come from a template in 2009.
Why it matters:
If your ads don’t stand out or speak to the customer’s needs, they’ll scroll straight past. You’ve got seconds to make an impression.
What to do:
Highlight real USPs. Mention delivery times, stock urgency, guarantees or customer ratings. Use emotional triggers and power words – “trusted by 10,000+,” “only 3 left,” “relax in style this weekend.” Be specific. Be human.
Need inspiration? Have a look at our post on how to create high-converting landing pages for Google Ads. Ad copy and landing page copy go hand in hand.
6. Targeting Everyone, Converting No One
Too broad and your ads reach people who’ll never buy. Too narrow and you miss out on demand. The sweet spot? Strategic audience layering.
Why it matters:
Broad targeting sounds scalable, but without exclusions and real data, it often brings low-value traffic.
What to do:
Use Customer Match lists to target buyers who’ve already proven they spend. Build lookalikes based on high-value customers. Layer in remarketing lists and detailed demographics.
Real example:
One of our B2B e-commerce clients saw a 120% uplift in revenue after we uploaded a Customer Match list of previous customers who’d spent over £500. We then built custom segments around them and tailored the ad messaging. Higher value traffic. Stronger ROAS.
7. Poor Product Page Experience
You’ve paid for the click. Now what? If the landing page underperforms, everything before it goes to waste.
Why it matters:
Even the best ads won’t save you if your product pages fall flat. If the site’s slow or the trust signals are missing, customers will bounce before they even consider buying.
What to do:
Audit your product pages:
- Mobile-first design
- Load time under 3 seconds
- Clear CTAs
- Visible reviews
- Simple checkout
Not sure how to boost page performance? Start with these 12 website optimisation tips to turn visitors into leads. Or take a look at why site speed matters for SEO and conversions.
8. Jumping into Smart Bidding Too Early
Smart Bidding’s powerful – but only once it has something to work with.
Why it matters:
Without enough conversion data, Smart Bidding’s just guessing. And guesswork with your ad budget is risky business.
What to do:
If you’re under 30 conversions a month per campaign, start with Maximise Clicks or Maximise Conversions. Once you’ve got the volume, test Target ROAS or CPA. Let the data guide the decision – not Google’s prompts.
Want to spend smarter from the start? This guide to getting more bang for your buck with Google Ads will help.
Feed for Thought
PPC isn’t plug and play. It’s an engine – and engines need tuning.
The good news? These aren’t massive rebuild jobs. Small fixes – like sharpening your feed, restructuring campaigns or improving page speed – can have a real impact on your bottom line.
If you’re running Google Ads and aren’t sure where the leaks are, it’s probably time to take a proper look under the bonnet.
Want to Know What’s Holding Your Campaign Back?
Book a Free PPC Audit with Rankfresh
We’ll review your account, highlight what’s working and pinpoint exactly where performance is leaking.
