The most common mistake we see in Google Ads accounts is broad targeting with no negative keywords. Businesses pay for clicks from people who were never going to buy. Someone searching for 'free website templates' clicks an ad for 'professional website design' because the targeting was too loose. The click costs the same whether or not the visitor was ever going to become a client.
The second problem is sending paid traffic to a homepage. Your homepage is designed for people who already know who you are. A paid ad visitor knows nothing about you. They clicked a specific promise in your ad, and they need to land on a page that delivers exactly that promise. Without a dedicated landing page, most of your ad budget goes to visitors who leave in under 10 seconds.
Third is tracking. Most businesses running Google Ads cannot tell you which campaign led to an actual sale or enquiry. Without conversion tracking set up properly, you are flying blind. You cannot optimise what you cannot measure.
When these three things are fixed, the same budget that was producing nothing can start producing consistent leads. We have seen accounts where fixing targeting and landing pages doubled enquiry volume within 30 days without increasing spend.
If your current ads are not producing results you can point to clearly, the problem is almost certainly one of these three things. An audit takes less than an hour and usually makes the issue obvious.
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