Running a Google Ads campaign can be a powerful way to grow your business online, but without the right strategy and execution, it can quickly become a money pit. For many Canadian small business owners and marketers, the learning curve of Google Ads is steep—and the margin for error is slim. Whether you’re managing your own campaigns or working with a digital marketing agency, understanding common pitfalls can save you time, money, and frustration.
Here’s a look at the most frequent Google Ads mistakes we see, and how you can avoid them to get better results from your campaigns.
Ignoring Keyword Match Types
One of the most common errors we encounter is using only broad match keywords. While it may seem like a good idea to cast a wide net, broad match often results in your ads showing up for irrelevant searches that eat up your budget without generating real leads.
To avoid this, it’s crucial to understand the different keyword match types—broad, phrase, exact, and negative—and how they impact your targeting. Even if you want to start broad, layering in negative keywords to filter out poor matches can make a huge difference in campaign performance.
Poorly Written Ad Copy
Your ad copy is the first thing potential customers see, and yet it’s often rushed or overlooked. Many advertisers use generic messaging like “Best Services at Great Prices” without giving people a compelling reason to click. Worse still, some ads fail to include a strong call to action, leaving the user unsure of what to do next.
Effective ads speak directly to your audience’s needs. They highlight a unique value proposition and tell the user what to expect when they click. If you’re a plumber in Toronto, for example, saying “24/7 Emergency Plumbing—Same Day Service in Toronto” is far more effective than something vague like “Affordable Plumbing Services.”
Sending Traffic to a Weak Landing Page
Even the best ads won’t perform well if they lead to an underwhelming landing page. A common mistake is sending Google Ads traffic to a generic homepage or an outdated service page that doesn’t match the intent of the ad. When there’s a disconnect between the ad and the page it leads to, users bounce—and your Quality Score suffers.
A good landing page should reflect the messaging of your ad, provide helpful information, and make it easy for the visitor to take action. That means fast loading times, a clear call to action, and mobile-friendly design. If you’re advertising a free consultation, your landing page should make it effortless to book that appointment.
Not Using Conversion Tracking
It’s surprising how many advertisers run campaigns without proper conversion tracking in place. Without it, you’re essentially flying blind—you don’t know which keywords, ads, or audiences are driving real results.
Setting up conversion tracking in Google Ads and integrating it with tools like Google Analytics allows you to measure phone calls, form submissions, purchases, and other meaningful actions. This data is essential for optimising your campaign and ensuring you’re putting your budget towards what’s actually working.
Setting It and Forgetting It
Google Ads campaigns require ongoing maintenance. Far too often, we see campaigns that were set up months ago and haven’t been touched since. Meanwhile, market conditions change, competitors adjust their strategies, and your ad performance slowly declines.
Regular monitoring and optimisation are key. That includes adjusting bids, testing new ad variations, refining keywords, and updating your landing pages. Even small improvements over time can lead to significant gains in ROI.
Targeting Too Broadly (or Too Narrowly)
Another mistake is targeting either too large an audience or too small a segment. If your targeting is too broad, you risk attracting unqualified traffic that won’t convert. On the other hand, if you over-segment your audience with layers of restrictions, you might throttle your reach and miss out on potential leads.
The best approach is to test different targeting strategies. Use location targeting wisely—especially if you’re a Canadian business serving only certain provinces or cities. And don’t forget about device targeting, audience segments, and ad scheduling. These tools help you reach the right people at the right time with the right message.
Relying Entirely on Smart Campaigns
Smart Campaigns have their place, especially for beginners, but they’re not a one-size-fits-all solution. Many small business owners are sold on the idea that Google’s automation will take care of everything. But without proper oversight, Smart Campaigns can burn through budgets on irrelevant clicks or poor-performing ads.
When possible, take more control through Search or Performance Max campaigns. These give you greater flexibility in crafting your ads, managing keywords, and analysing performance. If you’re not comfortable handling that on your own, working with a trusted Google Ads professional can ensure you’re getting the most value from your spend.
Failing to Consider the Full Sales Funnel
Finally, one of the bigger strategic mistakes is focusing only on the bottom of the funnel. Many campaigns are geared toward immediate sales or leads, without investing in awareness or remarketing. That’s like proposing marriage on the first date—it can work, but it’s rare.
Building a full-funnel strategy means having ads that introduce your brand, nurture interest, and re-engage visitors who didn’t convert the first time. With tools like remarketing lists and customer match, Google Ads lets you build smarter campaigns that move people through the buying journey.
Trying to Do It All Yourself
Running a business is demanding enough without having to become a Google Ads expert. Yet many business owners attempt to manage their own campaigns in the hopes of saving money. Unfortunately, without the right experience, this often leads to wasted ad spend, poor targeting, and lacklustre results.
Google Ads isn’t just about picking a few keywords and writing some quick copy—it involves strategy, testing, analytics, bidding adjustments, and constant refinement. A skilled Google Ads management agency brings not only technical know-how but also insight from working across multiple industries and campaigns.
Hiring a trusted digital marketing partner can free up your time, improve campaign performance, and ultimately save you money by making every advertising dollar work harder. If you’re serious about scaling your results, handing the reins to a professional is one of the smartest investments you can make.
Final Thoughts
Google Ads can be one of the most powerful tools in your digital marketing toolkit—but only if it’s used strategically. By understanding these common mistakes and actively working to avoid them, you put your business in a much stronger position to attract quality leads, generate more conversions, and see a better return on your ad spend.
If you’re unsure whether your Google Ads campaigns are truly performing at their best, it may be time for a professional review. At [Your Agency Name], we help businesses across Canada create smarter, more effective advertising strategies. Let’s make your next campaign your most profitable one yet.