Mistakes and what they cost
| Mistake | What happens |
|---|---|
| No real conversion tracking | Google optimizes for clicks or page views, not leads |
| Broad match with no negatives | Ads show for jobs, DIY and unrelated searches |
| Homepage as landing page | Visitors leave before finding the service |
| Default location setting | Clicks come from people outside your area |
| Display Network left on | Search budget leaks to low-quality sites |
| One ad group for everything | Ads and pages cannot match each search |
Be careful with recommendations
Google's optimization score estimates how well an account could perform. Applying recommendations raises the score, but not every recommendation fits your goals. Google also lets you auto-apply some recommendation types. Turn that off unless you review the changes, because it can add keywords or raise budgets without asking.
Mistakes outside the account
- Calls go to voicemail during open hours.
- Forms reach an inbox nobody reads daily.
- The landing page loads slowly on phones.
- Nobody tells the account which leads became jobs.
These waste clicks you already paid for. Fixing them often helps more than any change to bids.
Good example. A pest control company turns off auto-applied recommendations, adds negatives weekly and tracks calls. Cost per lead drops over two months.
Bad example. A pest control company accepts every suggestion to raise its optimization score. Budgets climb and broad keywords spread with no new leads.
Read what a PPC audit usually finds. Our Google Ads management fixes these before adding spend.