If you’re spending money on clicks but not seeing real enquiries or sales, it probably isn’t because Google Ads “doesn’t work.” It’s more likely that the wrong people are clicking, or that you’re not measuring what happens after they do.
The Real Problem: Paying for the Wrong Traffic
Most wasted ad budgets come from paying for visits that were never likely to become customers.
This happens when:
- You target broad, generic search terms like “accounting services”
- You allow Google to place ads with minimal filters
- You don’t define things like location, device type, or schedule
You may end up paying for clicks from people outside your service area, using the wrong device, or looking for something you don’t actually offer.
Letting Google Take Too Much Control
Google encourages Smart Mode and automated settings, especially for new advertisers. But left unchecked, they often prioritise spend over results.
If you haven’t:
- Set your own locations, times, and devices
- Switched off the display network when it’s not relevant
- Defined what a lead or enquiry looks like
…then you’re giving up too much control. And that can get expensive.
Why Broad Match Keywords Often Miss the Mark
Broad match keywords cover a lot more than you think. If you bid on “web design,” you might also appear for:
- “learn web design free”
- “web design internships”
- “how to become a web designer”
That’s not the kind of traffic that turns into a sale.
Instead:
- Use phrase match and exact match for better targeting
- Keep a list of negative keywords to exclude irrelevant searches
- Review your Search Terms report regularly and adjust
Sending Traffic to the Wrong Page
Even with good targeting, if you send someone to a slow, generic, or cluttered page, they’ll leave. That’s money gone.
But it’s not just about speed. If your landing page looks outdated, low effort, or doesn’t reflect the kind of business someone would trust with their money – it creates doubt. First impressions matter. A poorly designed or unprofessional-looking page can turn off even the right audience.
It’s a common mistake to send ads to the homepage or a service page with too many distractions.
A better approach:
- Use a clear landing page with one goal (like a booking or enquiry form)
- Improve page speed with tools like PageSpeed Insights
- Make sure the design reflects the quality and professionalism of your business
- Check that tracking tools are working before sending traffic
No Conversion Tracking = No Useful Data
Clicks don’t tell you much. You need to know what people actually do after they arrive.
If you’re not tracking form fills, calls, or bookings, you’re missing key information – and Google can’t optimise without it.
Make sure you:
- Use GA4 to track real actions (like form submissions or calls)
- Set up Google Tag Manager to handle event tracking
- Connect your conversions to your Google Ads account
Why Google Ads Budgets Get Wasted (Checklist)
| Mistake | Why It Wastes Budget | Quick Fix |
|---|---|---|
| Broad keyword targeting | Brings in people who won’t convert | Use phrase/exact match |
| Smart mode / default settings | Prioritises spend, not results | Use expert mode and manual setup |
| Generic landing pages | No clear next step for the visitor | Build focused, fast landing pages |
| No conversion tracking | Can’t measure or improve anything | Track events with GA4 + GTM |
| Ignoring negative keywords | Ads show up in the wrong searches | Add and maintain a blocklist |
FAQs About Google Ads Waste
Why is my Google Ads campaign not converting?
Usually because you’re targeting too broadly, using weak landing pages, or not tracking conversions properly.
Is Smart Mode in Google Ads a bad idea?
Smart Mode can work for simple campaigns, but it often lacks the control needed to get good returns – especially for service-based businesses.
Should I use broad match keywords in Google Ads?
Broad match can work if you’re using strong exclusions and have a large budget – but most small businesses see better results with phrase or exact match.
Take Action
Google Ads can absolutely work – but only if you control who sees your ads, what happens after they click, and whether those clicks lead to anything useful.
We help small businesses avoid common pitfalls and make better use of their ad spend.
Written by Ash at Outfox SEO
Last updated: 1 April 2025
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