In today’s digital age, access to top-shelf Google Ads services for small businesses is a must. Search engine management campaigns have become an essential tool for small businesses to increase their visibility and attract potential customers.

However, creating and managing Google Ads campaigns can be challenging, especially for those who are new to these services. Even if you’re outsourcing your needs, which you should always do, there are some missteps worth steering clear of. Let’s discuss the most common mistakes made when using Google Ads services and how to avoid them.

1.    Bidding On Keywords Inappropriately

It’s important to research and choose keywords that are relevant to your business and have a high search volume. Bidding on irrelevant or low-volume keywords can result in wasted ad spend and minimal traffic to your website. Additionally, bidding too high on competitive keywords can quickly deplete your ad budget.

2.    Not Targeting Your Ads

It’s important to target your ads to the right audience based on factors such as geographic location, interests, and demographics. This will ensure that your ads are being shown to people who are more likely to be interested. This results in a higher click-through rate and conversion rate.

3.    Not Entering The Right URL

It may seem like a small detail, but entering the wrong URL in your ad copy can be a costly mistake. Double-check to make sure that the URL in your ad copy is correct and leads to the correct landing page.

If it turns out that the URL is incorrect, users who click on your ad will be directed to the wrong page. That will lead to a poor user experience and potentially lost sales.

4.    Using The Wrong Tracking Tools

To effectively measure the success of your Google Ads campaigns, it’s important to use the right tracking tools. Google Analytics is a powerful tool that can provide insights into the performance of your ads.

Some key metrics include click-through rates, conversion rates, and bounce rates. Make sure that you have Google Analytics set up correctly and are using it to track the appropriate metrics.

5.    Not Including A Call To Action

A call to action, or CTA, is a crucial element of any ad copy. It tells the user what action they should take after clicking, such as “Sign up now” or “Learn more”. Not including a CTA can cost you in click-through rates and a missed opportunity to convert potential customers.

6.    Focusing Too Heavily On Website Traffic Numbers

While website traffic is an important metric to track, it’s not the only metric that matters. It’s important to focus on metrics that are tied to your business goals, such as conversion rates and return on ad spend. By focusing too heavily on one factor, you may be ignoring valuable insights into the effectiveness of your ads.

7.    Assuming You’re Restricted To Images And Text

Google Ads offers a variety of ad formats beyond just images and text. For example, you can use video ads to showcase your products or services.

Alternatively, display ads can help reach users who have previously visited your website. By experimenting with different ad formats, you can find what works best for your business and reach a wider audience.

8.    Forgetting Mobile Users

Mobile devices account for a significant portion of e-commerce traffic. So, it’s important to ensure that your ads are optimized for mobile users. This includes making sure that your website is mobile-friendly and that your copy and images are optimized for smaller screens.

Neglecting mobile users can result in a lower click-through rate and missed opportunities to convert potential customers.


Google Ads services for small businesses can be a potent tool for targeting audiences and driving traffic to websites. However, there are several common mistakes that can negatively influence your efforts. Luckily, these are easy errors to avoid, especially with experts on your side.