Running Google Ads seems simple enough, right? Pick some keywords, write a quick ad, throw in your credit card, and let Google do the rest.
Except… it rarely works out that way.
For a lot of small businesses, especially those promoting services like local SEO, website design, or even running Facebook ads, Google Ads turns into a black hole of wasted budget and zero leads. Sound familiar?
It doesn’t have to be so. Most campaigns fail not because the platform does not work, but because of some corrected errors. Here are five of the biggest ones I see again and again, and how to avoid them.
1. No Clear Goal for the Campaign
Let’s start with the obvious. If you don’t know what you want from your ads, don’t be surprised when you can’t.
Many companies launch Google Ads without being specific about the result. Do you want more calls? Form submissions? Booked appointments for your SEO service? Just general awareness?
Why it’s a problem:
If your goal is vague, everything else keywords, landing page, and ad copy end up off-target.
What to do instead:
Be clear about what success looks like before you create a campaign. A good litmus test: If someone else looked at your campaign, could they tell exactly what action you want the user to take? If not, get clearer.
2. Going Too Broad with Keywords
This is a classic google adwords advertising rookie move: using broad match keywords and thinking you’re casting a wide net. In reality, you’re just throwing money at random search terms.
Let’s say you offer local SEO services in Boston. If you bid on the broad keyword “SEO,” your ad could show up for stuff like:
- “Best SEO books”
- “SEO salary 2025”
- “What is SEO and how does it work?”
None of those people are hiring you.
How to fix it:
Use phrase match and exact match keywords instead. Target people who are actually looking for what you offer, like:
- “local SEO expert Boston”
- “SEO services for small business”
- “hire SEO company near me”
Also, check your Search Terms report weekly. That thing is a goldmine for seeing what people are actually typing when your ad shows.
And don’t forget negative keywords! Block out irrelevant terms like “free,” “jobs,” “definition,” etc., unless those are somehow relevant to your service (spoiler: they usually aren’t).
3. Sending Clicks to a Bad Landing Page
Here’s one that really kills your ROI: sending traffic to a generic homepage or a cluttered, slow-loading page.
Imagine this. Someone clicks your ad for “affordable website design service,” and they land on your homepage. Now they have to figure out:
- Where your services are
- If you actually do web design
- Whether you’re local
- How to contact you
That’s asking a lot. Most won’t bother.
How to fix it:
Create a dedicated landing page for each campaign. Keep it focused. If you’re running an ad for local SEO, the page should only talk about that who it’s for, why it works, proof it works, and how to get in touch.
No extra menus, no distractions. One page. One goal.
And if your website looks like it hasn’t been updated since 2015? You might want to invest in a solid website design service before throwing more ad money around. First impressions matter.
4. Poor Location Targeting
You’d be shocked how many businesses forget to narrow down their location targeting. If you’re offering services in Miami, your ads should not be showing up in Seattle.
What happens when you mess this up:
You waste your budget on clicks from people you’ll never work with. It’s that simple.
The fix:
Go into your campaign settings and use the “People in or regularly in your targeted locations” setting not the default. Then set your target area: specific cities, zip codes, or a radius around your business.
You can even mention the city or region in your ad copy:
“Boston’s Trusted Local SEO Experts”
That adds relevance and often improves your click-through rate.
Bonus tip: If you’re running Facebook ads too, take advantage of their hyper-local targeting options. They’re great for small service areas.
5. No Retargeting = Lost Leads
You already know this: most people don’t buy right away. Even if someone’s interested, they might click your ad, poke around your site, then leave because their dog started barking or their lunch got delivered.
If you’re not retargeting them, they’re gone. Forever.
What to do instead:
Set up a Google Ads remarketing campaign. This lets you show follow-up ads to people who already visited your site.
You can get even smarter by showing them something different on round two:
- Offer a discount
- Show testimonials
- Remind them what they viewed
And don’t sleep on Facebook Ads for retargeting. They’re perfect for visually catching attention again, especially for services like website design where showing off your portfolio matters.
Example retargeting flow:
- Visitor clicks your Google ad for local SEO.
- They leave your site without converting.
- A day later, they see a Facebook ad with a client review or limited-time offer.
- They come back and book a call.
Simple, but super effective.
Bonus: Tracking the Stuff That Matters
Impressions and clicks don’t pay the bills. Conversions do.
You need to be tracking:
- Contact form submissions
- Phone calls
- Calendly bookings
- Purchases (if applicable)
Use Google Analytics, Manager tag or even call tracking software like Callrail. If you are working with a marketing partner, make sure they are not just showing vanity metrics. Ask: “How many actual leads did we get from this?”
If the answer is vague, something’s off.
Final Thoughts
Google Ads execution is like dealing with an electrical tool: great in qualified hands, dangerous if you don’t know what you are doing.
If you are promoting a service – be it the local SEO, Facebook ad management, or personalized website design getting your dial campaigns makes a huge difference. Avoid these five common mistakes and you will be ahead of 80% of your competitors.
And remember: online ads aren’t magic. But with a bit of strategy and a lot of clarity, they can become one of your best investments.
