5 Common Google Ads Mistakes Small Businesses Make (And How To Fix Them)

Google Ads is one of the fastest ways for small businesses to attract new customers. But here’s the truth: without the right strategy, it’s just as easy to burn through your budget with little to show for it.

The good news? Most Google Ads campaigns fail because of a handful of common mistakes mistakes that can be fixed quickly with the right approach. If you’re running Google Ads (or thinking about starting), here are five common pitfalls to avoid and how to turn them into opportunities for growth.

Mistake 1: Targeting the Wrong Keywords

Many small businesses either go too broad (“shoes”) or too narrow (“red leather running shoes size 9 in Sydney”) when picking keywords. The problem? Too broad wastes money on irrelevant clicks, and too narrow means hardly anyone sees your ads.

✅ Fix: Focus on high-intent keywords the phrases your customers type in when they’re ready to buy. Think “emergency plumber near me” instead of just “plumber.”

Mistake 2: Sending Traffic to Your Homepage

One of the biggest budget-killers is sending ad traffic to a generic homepage. Customers clicking your ad expect a direct answer to their search not a maze of links.

✅ Fix: Always use dedicated landing pages that match the ad’s promise. If your ad says “Free Consultation for Web Design,” the landing page should be about exactly that, with a clear call to action.

Mistake 3: Not Tracking Conversions

Clicks don’t equal customers. Yet, many small businesses measure success only by the number of clicks, not actual leads or sales. Without conversion tracking, you have no idea if your ads are working.

✅ Fix: Set up conversion tracking inside Google Ads. Whether it’s calls, form fills, or purchases you should know which clicks turn into real business.

Mistake 4: Ignoring Negative Keywords

Did you know you can tell Google which searches you don’t want your ads to show up for? Many businesses skip this step, which means paying for irrelevant traffic. For example, a paid ad for “wedding photographer” showing up in searches for “free photography tips.”

✅ Fix: Build a negative keyword list to filter out bad traffic and keep your budget focused on valuable clicks.

Mistake 5: Set-and-Forget Campaigns

Google Ads isn’t something you set up once and walk away from. Many small businesses leave campaigns untouched for months, wasting money on underperforming ads.

✅ Fix: Review your campaigns weekly. Test new ad copy, adjust bids, and refine targeting. Small tweaks can mean huge differences in ROI.

Final Thoughts

Google Ads can be a game-changer for small businesses but only if you avoid the common mistakes that drain your budget. By fixing these five areas, you’ll not only cut wasted spend but also attract more high-quality leads and customers.

Ready to Fix Your Google Ads?

At Icon Global Digital, we help small businesses run smarter, more profitable Google Ads campaigns. From keyword strategy to landing pages and ongoing optimisation, we’ll make sure every dollar you spend is working hard for you.

📧 info@iconglobaldigital.com
📞 +61 411 681 788
🌐www.iconglobaldigital.com
📅 Book your free 30-min Google Ads audit today:
👉https://www.iconglobaldigital.com/schedule-meet