What are common mistakes in Google Ads?

Ross Cohen • September 15, 2025

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Google Ads is one of the most powerful and versatile tools in a marketer’s arsenal, capable of driving immediate traffic and measurable ROI—when executed with precision. For small businesses and growing brands alike, Google Ads can unlock new levels of exposure and lead generation. However, harnessing its full potential isn’t as simple as setting a budget and watching qualified leads roll in. All too often, businesses invest in Google Ads, only to find that their results fall short or their ad spend disappears with little to show for it. The culprit? Avoidable mistakes—sometimes subtle, sometimes glaring—that sabotage campaign performance, inflate costs, or flatten your conversion rates.


This in-depth guide will break down the 10 most common (and costly) Google Ads mistakes made by businesses of all sizes in 2025. Whether new to pay-per-click (PPC) or looking to optimize an existing account, understanding these pitfalls—and how to avoid them—can be the difference between mediocre returns and breakthrough growth for your organization. From keyword targeting blunders to automation traps and conversion tracking errors, let’s identify where campaigns go wrong and how GetPhound’s expertise ensures your investment pays off.


Neglecting Negative Keywords


Negative keywords are essential to filtering out irrelevant traffic that can drain your ad budget. Many advertisers focus on ideal keywords to target but overlook building a robust negative keyword list. This omission causes ads to appear for unqualified search queries, leading to wasted clicks and higher costs. Without regularly reviewing search term reports and updating negatives, campaigns quickly lose efficiency as fresh, irrelevant queries trigger your ads.


Examples of common negative keyword scenarios include a local HVAC contractor showing for “DIY air conditioner repair” or a high-end salon matching for “cheap haircuts.” Both attract non-converting visitors unlikely to become customers. Effective negative keyword management involves:


  • Reviewing search term reports weekly to spot irrelevant or low-intent queries.
  • Adding new negative keywords as industry trends evolve.
  • Segmenting negatives by campaign or ad group if some services differ.


Failing to cultivate negative keywords leads to inflated costs, poorer conversion rates, and campaign frustration. Expert PPC managers like GetPhound rigorously filter search traffic, ensuring ads are shown only to high-potential prospects.


Ignoring Conversion Tracking


Conversion tracking is the compass that guides every successful PPC initiative. Launching Google Ads without robust tracking is like navigating a new city blindfolded—impossible to know what’s working, what isn’t, or where to allocate your spend. Yet, improper or incomplete conversion tracking remains one of the most widespread Google Ads mistakes.


Common conversion tracking errors include:


  • Not tracking form submissions, phone calls, or purchases.
  • Setting up conversion actions incorrectly, leading to double-counting or missed events.
  • Failing to distinguish between micro-conversions (newsletter signups) and true business goals (closed sales).


A well-implemented conversion setup enables advertisers to:


  • Attribute revenue or leads to specific keywords, ads, and campaigns.
  • Optimize toward what actually drives business growth.
  • Avoid wasting budget on clicks that don’t convert.


A partner like GetPhound ensures conversion actions are meticulously mapped and tested, providing campaign insights that fuel continual improvement rather than guesswork.


Using Ineffective Bidding Strategies


Selecting the wrong bidding strategy is another common trap, especially for newcomers relying solely on Google’s recommendations or default settings. Ad budgets can vanish with little to no ROI when bids are set too high, or low bids throttle valuable exposure. The most frequent bidding blunders include:


  • Overusing automated strategies (e.g., Smart Bidding) without sufficient data.
  • Defaulting to maximize clicks or impressions without assessing what those actually deliver.
  • Failing to experiment with manual bidding and observe its impact.


The solution is continuous bid optimization: regularly analyze performance, compare bid strategies, monitor keyword-level results, and adjust to prioritize conversions over vanity metrics. Professional agencies carefully test multiple settings to ensure your budget works as hard as possible for you.


Poor Ad Scheduling


Running ads 24/7 without considering your audience’s actual behavior can result in massive budget wastage. Ad scheduling (or dayparting) lets you focus spend on times when your target customers are most likely to take action. However, many advertisers ignore scheduling tools or set-and-forget their campaigns, causing ads to appear during off-hours.


Mistakes here include:


  • Not analyzing conversion data by hour or day of the week.
  • Using the same schedule for all campaigns, ignoring geographic and demographic differences.
  • Forgetting to update schedules as business hours or consumer habits shift.


GetPhound advises routine performance audits to uncover hidden patterns in when your audience converts—and to focus your investment for maximum efficiency.


Overlooking Mobile Optimization


With the majority of search traffic now mobile, failing to optimize campaigns for mobile users is a major missed opportunity. Common errors include using desktop-focused ad copy, neglecting mobile-friendly landing pages, or not leveraging features like click-to-call.

Key considerations for mobile PPC success:


  • Use mobile-preferred ad extensions (callouts, structured snippets, location extensions).
  • Test click-to-call ads, especially for service-based businesses.
  • Ensure landing pages load quickly and are easy to navigate on small screens (responsive design).
  • Regularly check mobile vs. desktop performance in reporting.


Effective mobile optimization can dramatically increase conversion rates, especially for local or service-based brands who need to capture ready-to-buy users on the go.


Setting and Forgetting Campaigns


Google Ads campaigns aren’t “fire and forget”—they require consistent monitoring and iterative optimization. Many businesses make the mistake of launching a campaign and trusting it will self-improve. In reality, performance often declines without regular attention.


Some signs a campaign is being neglected:


  • Budgets running out early in the day (missing valuable impressions).
  • No fresh ad creative or landing page testing for weeks or months.
  • Failing to pause underperforming ads or keywords.
  • Missing out on new features, betas, and targeting methods.


Continuous optimization is at the heart of GetPhound’s managed PPC service—delivering ongoing improvements in click-through rates, cost per conversion, and lead quality.


Poor Keyword Targeting and Overuse of Broad Match


Keyword selection is fundamental to every Google Ads campaign, yet it’s easy to go astray by relying too heavily on broad match terms or failing to leverage match types properly. The main pitfalls here include:


  • Using only broad match, resulting in irrelevant traffic and higher costs.
  • Not grouping keywords by intent, mixing informational and transactional searches.
  • Ignoring exact match and phrase match, which allow for more targeted control.

To succeed:

  • Segment campaigns by match type, intent, or product category.
  • Regularly review the Search Terms Report to find new opportunities and weed out losers.
  • Add negative keywords (see above) to further refine targeting.

Expert management ensures every dollar is spent on the queries most likely to drive your business forward.


Wasting Budget on Search and Display Partners


By default, Google often enables Search Partners and Display Partners for new search campaigns. Although this can inexpensively increase impressions, partner sites typically convert at a much lower rate and absorb significant ad spend. Common issues with partner networks include:

  • Ads showing on parked or low-quality partner domains with poor conversion potential.
  • Blended performance data that obscures where conversions originate.
  • Display campaigns cannibalizing search budgets and confusing reporting.

Best practice is to monitor partner network results closely and opt-out when partner placements don’t drive real value, focusing spend on high-performing channels.


Following Google’s Recommendations Blindly


Google’s native recommendations—Optimization Score prompts and auto-apply features—are sometimes helpful, but more often reflect Google’s revenue priorities over your ROI. Mistakes here include:

  • Allowing Google to auto-apply changes without critical review.
  • Focusing on raising the Optimization Score instead of actual campaign performance.
  • Adopting new products, bid strategies, or features prematurely.

Smart advertisers remember: not every change suggested by Google benefits the advertiser. Agencies like GetPhound evaluate recommendations on their true business impact, not simply to “please” the algorithm.


Failing to Optimize Landing Pages and User Experience


Even the most precisely targeted, beautifully written ads can’t succeed if they dump users onto slow, confusing, or irrelevant landing pages. Common pitfalls include:

  • Sending all clicks to the homepage instead of campaign-specific pages.
  • Ignoring page load speed, especially critical for mobile users.
  • Failing to align ad promises with landing page content (message match).

Great landing page optimization involves:

  • Creating distinct pages for each campaign or offer.
  • Streamlining the conversion process (fewer fields, mobile-friendly forms).
  • Continuously A/B testing different headlines, calls-to-action, or offers to improve outcomes.

Conversion-focused design complements good ads and maximizes the value of every paid click GetPhound delivers.


Conclusion


Success in Google Ads is not about “setting and forgetting”—it’s the result of continual learning, careful analysis, and persistent optimization. By steering clear of these 10 all-too-common mistakes, businesses can stretch their advertising budgets farther and achieve real, measurable growth. Whether launching your first campaign or refining a long-running account, avoiding these pitfalls means more qualified leads, lower acquisition costs, and better marketing returns.


As a trusted Google Ads management partner, GetPhound safeguards every dollar invested, using data-driven strategies and transparent reporting to drive results fast. For brands serious about getting found online—without wasted spend or false starts—the difference is in expert execution and relentless focus on what works.

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How do I set up conversion tracking in Google Ads?

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Conversion tracking in Google Ads is the backbone of profitable and transparent digital marketing campaigns. It empowers businesses to measure which of their ad clicks lead to meaningful outcomes such as purchases, sign-ups, and phone calls. Without conversion tracking, campaigns operate in the dark: marketers might spend thousands without understanding the impact, missing the vital data needed to continuously improve results. For service providers like GetPhound , harnessing conversion tracking can directly link SEO and PPC work to tangible growth, proving ROI to clients with confidence. 1. What Is Conversion Tracking in Google Ads? Conversion tracking is a Google Ads feature that monitors the actions users take after interacting with ads. A conversion might be a sale, form submission, phone call, app download, or another valuable event on a website. Every business defines conversions differently—what counts as success for an online retailer (e.g., purchase) may differ from a B2B consultant (e.g., contact form fill). Conversion tracking unlocks several benefits: ROI Measurement: Directly map ad spend to real outcomes, not just clicks or impressions. Optimization Power: Automated bidding can maximize conversions or value. Audience Insights: Understand where and how users convert, improving future targeting. Common conversion types include: Website actions (purchases, form submissions) Phone calls from ads or site App installs or in-app activity Offline conversions (e.g., in-store sales updated through imports) These insights allow for data-driven business decisions, ensuring that marketing dollars go further and strategies continuously improve. 2. Why Is Conversion Tracking Crucial for Your Campaigns? At its core, conversion tracking is about clarity and confidence. For a business aiming to prove the value of marketing spend, knowing which keywords, ads, and landing pages turn visitors into customers is invaluable. Consider these critical advantages: Pinpointing Profitable Keywords: Track which search queries actually drive sales or leads. Budget Efficiency: Stop wasting spend on non-performing campaigns. Better Reporting: Move past “vanity metrics” (like impressions or clicks) and focus on what drives business growth. Automated Bidding: Google’s AI excels when fed accurate conversion data—Smart Bidding uses real outcomes to spend budgets more efficiently. Incremental Growth: Identify untapped audiences and convert more customers by optimizing towards high-performing segments. Ultimately, conversion tracking separates guesswork from growth: it puts the facts behind every campaign decision. 3. Pre-Setup: Defining Your Conversion Goals Before logging into Google Ads, it’s critical to define what counts as a conversion. Not all actions are created equal. Only meaningful events—purchases, qualified leads , bookings—should be tracked as primary conversions. Lesser goals (such as newsletter signup, scroll depth) can be set up as secondary conversions to inform supporting optimization but should not be the main KPIs. Key questions for defining conversion goals: What user actions directly impact business growth? Which pages signal that a user has converted (e.g., “Thank You” page)? Should all conversions be valued equally (e.g., leads vs. sales)? Segment conversions into two categories: Macro-conversions: Final business goals (purchases, appointments). Micro-conversions: Steps along the funnel (newsletter signups, view important pages). Document these goals clearly. This foundation ensures your tracking measures what matters most and prevents noise or data distortions down the line. 4. Creating a Conversion Action in Google Ads The heart of tracking begins here: conversion actions are defined in your Google Ads dashboard. Each action tells Google what to track, how to value it, and how frequently count it: Steps to create a conversion action: Log in to Google Ads. Click the “Tools & Settings” (wrench icon) at the top right. Under “Measurement,” select “Conversions.” Click the blue “+ New conversion action.” Select your conversion source (Website, App, Phone Calls, Import). For most, choose Website and proceed to enter the site’s domain for a quick scan. Give the conversion a recognizable name (e.g., “Lead Form Submission”). Choose category (e.g., Submit Lead Form, Purchase, Book Appointment). Set up: Value (fixed, dynamic, or leave blank) Count (All or One: “Every” for ecommerce, “One” for lead gen) Attribution model (e.g., data-driven, last click) Save and continue. Each configuration choice has an impact on how your data will appear and how Google’s automation will learn. Clarity in naming and categorization is vital, especially when tracking multiple goals. 5. Installing the Google Ads Conversion Tag After creating a conversion action, Google provides a unique snippet of code: the conversion tag. This snippet must be placed on your website’s conversion confirmation page(s). Correct installation ensures successful data capture. Manual Tag Installation: Copy the code provided by Google. Paste this into the section of the page where conversions occur (usually a “Thank You” or order confirmation page). For dynamic transaction values (e.g., ecommerce), ensure the value variable is passed to the tag. Publish and save changes. Using a CMS (such as WordPress): Use your theme editor or popular plugins (e.g., Insert Headers and Footers) to insert the tag. A misstep here can break reporting or cause duplicate counting. Always test the tag using Google’s “Tag Assistant” Chrome extension or Google’s own Tag Verification tools after publishing. 6. Leveraging Google Tag Manager for Easy Tracking Google Tag Manager (GTM) simplifies conversion tracking—especially for those managing multiple tags or not comfortable editing website code directly. Advantages: Central management of all tags (Google Ads, Analytics, Facebook, etc.) Less risk when updating tracking (no direct code edits) Flexibility in setting advanced triggers (e.g., fire tags only on specific pages or user actions) Setting up with GTM: In Google Ads, choose “Use Google Tag Manager” when presented the option after creating a conversion action. Note the Conversion ID and Conversion Label provided by Google Ads. In GTM, go to Tags → New → Tag Configuration → Google Ads Conversion Tracking. Paste the Conversion ID and Label. Set up the Trigger: typically, this fires on a page view of your confirmation/thank-you URL. Save and publish changes. Always test with Preview Mode and the Tag Assistant to ensure correct firing. Migrating to GTM also enables more advanced tracking (like button clicks or dynamic values) without repeatedly requesting developer resources. 7. Testing and Troubleshooting Your Conversion Tracking Tracking isn’t “set and forget.” Frequent errors include code placed in the wrong location, tags firing on non-conversion pages, or double counting conversions. Testing Routine: Complete a conversion on your site as if you were a user. Check conversion status in Google Ads (conversion status typically appears within a few hours). Use the Google Tag Assistant or Browser Developer Tools to confirm the tag fires on the right page. For GTM users, leverage Preview Mode to simulate and debug firing conditions. If conversions aren’t recording: Confirm the correct tag ID and label are used. Recheck trigger conditions. Ensure that no ad-blockers or browser settings are interfering. For dynamic values (e.g., ecommerce), check that the correct variable or data layer value is passed to the tag. Thorough testing is crucial for reliable data and ongoing optimization. 8. Understanding Attribution Models in Google Ads Attribution models determine how Google credits conversions to different campaigns, keywords, or touchpoints. Main models include: Last Click: Credits the last ad click. First Click: Credits the first interaction. Linear: Equal credit to all clicks. Time Decay: More credit the closer the click was to conversion. Position-Based: 40% to first and last, 20% split among others. Data-Driven: Uses Google’s insights to assign credit based on observed behaviors. Choosing an attribution model affects reported performance and bidding decisions. For most advertisers, Data-Driven Attribution (if available) offers the most actionable insights. Switching models is possible—but always note that historical data may look different under a new model. 9. Using Offline Conversion Tracking Not all conversions happen online. Businesses with offline touchpoints (e.g., store visits, phone closes, in-person sales) can still credit Google Ads for conversions. How offline tracking works: Customers click your ad, submit info, and later purchase offline. Upload offline conversion events to Google Ads with identifiers (e.g., GCLID—Google Click Identifier). Google matches these events to the original ad interaction. Gain a fuller picture of ad impact—including leads and sales that happen in-person or by phone. This is vital for companies in sectors like real estate, high-value consulting, or automotive sales. Accurate offline tracking requires careful sales process documentation and reliable data export/import routines. 10. Common Mistakes and Pro Tips for Google Ads Conversion Tracking Frequent pitfalls include: Tracking low-value actions: Avoid marking trivial actions (like page views) as primary conversions. Double counting conversions: Watch out for importing the same event from different sources (e.g., GA4 + manual tag). Incorrect trigger setup: Tags firing too early, too late, or on the wrong URL. Failure to test: Launching campaigns with unverified tracking. No clear naming conventions: Making it hard to report or optimize against results. Pro tips: Document every conversion action and reason for tracking it. Regularly review conversion data for anomalies (sudden drops or spikes). Pair conversion tracking with detailed audience segments for deeper insights. Periodically revisit attribution models and conversion windows as customer journeys evolve. Setting up conversion tracking in Google Ads is essential for any business aiming to maximize digital marketing ROI. The process—defining meaningful goals, creating accurate conversion actions, installing and verifying tags, and leveraging advanced tools like Google Tag Manager—transforms Google Ads from a “black box” into a measurable, optimized engine for real growth. For agencies and clients alike, conversion tracking is more than a technical step. It is the foundation of transparent reporting, confident decision-making, and sustained performance improvement. By following these comprehensive best practices, businesses can ensure every digital dollar works harder—and every result is truly measurable. For businesses ready to take the next step, services like GetPhound can help implement and optimize conversion tracking to ensure every Google Ads campaign is built for measurable impact and lasting results.

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Search engine optimization (SEO) is critical for small businesses wanting to be found by local and online customers. However, decoding the true cost of SEO is often confusing due to varying service models, price ranges, and deliverables. This article dives deeply into what small business owners can expect to pay for SEO in 2025, examines which factors influence these costs, explores typical service structures, and arms businesses with the knowledge to choose wisely. What is SEO and Why Does It Matter? SEO is the practice of optimizing a website and its online presence to improve visibility in search engine results for relevant keywords. For a small business, organic search traffic from Google, Bing, and other engines remains one of the most cost-effective ways to reach potential customers actively looking for their products or services. There are several components to SEO: On-page: optimizing website content, metadata, and technical factors. Off-page: building backlinks and gaining mentions from other reputable sites. Local SEO: optimizing for geographic queries, especially important for brick-and-mortar or service-area businesses. Content: ongoing publication of original, relevant content to engage visitors and improve keyword rankings. Without effective SEO, even the best website may remain invisible to target customers—while competitors reap the benefits. Average SEO Costs for Small Businesses in 2025 The costs of SEO services for small businesses in 2025 generally fall into several categories: Monthly Retainers: The most common model, with ongoing services and monitoring. These range from $500 to $2,500 for small businesses, although some local campaigns may start as low as $300 per month, and more aggressive strategies may exceed $5,000 per month. Hourly Consulting: Some consultants charge $75–$300 per hour, ideal for occasional advice or audits. One-Time Projects: Site audits or migrations, which run from $1,000 to $10,000 or more depending on complexity. Performance-Based: Rare, but some agencies offer payment based on achieving ranking milestones. The actual cost for a specific business depends on its industry, local competition, website size, and required services. Key Factors Influencing SEO Pricing Several elements directly impact the price of an SEO campaign: Business size and website complexity: Larger sites or stores take more time to optimize. Industry competitiveness: Highly competitive sectors (legal, finance, healthcare) with difficult keywords demand a higher investment. Location targeting: National SEO is more expensive than highly-local campaigns. Current website health: Sites with technical issues, penalized domains, or very low authority will need more work. Objectives: Whether focusing on quick wins (e.g., Google Business Profile) or long-term organic growth determines the resources needed. A customized strategy that accounts for these factors ensures businesses get the best return on investment for their budget. SEO Pricing Models Explained SEO providers use several pricing models: Monthly Retainers: Fixed recurring fee for an agreed-upon set of services. Hourly Rates: Pay for consulting or one-off solutions per hour. Per-Project Pricing: Flat fee for defined deliverables, like a comprehensive audit. Pay-for-Performance: Only pay if certain ranking or traffic targets are met, though these models can be risky and are less common. Most small businesses prefer monthly retainers for continuous improvement and measurable progress, but one-time projects can be ideal for businesses wanting a roadmap to implement internally. What is Included in a Typical Small Business SEO Package? SEO agencies generally offer packages combining: Technical Audit & On-Page Optimization: Analyzing and optimizing website architecture, speed, mobile usability, and on-page factors. Local SEO: Optimizing Google Business Profile, local citations, reviews, and directory listings—crucial for location-based businesses. Content Creation: Blog posts, landing pages, and other assets targeting relevant keywords and customer questions. Backlink Building: Securing links from relevant, high-authority websites to boost domain credibility. Reporting & Analytics: Ongoing performance tracking and transparent reporting. The level of detail and scope of each component typically increases with higher-priced packages, which may also offer advanced analytics, custom strategy, and competitor monitoring. DIY SEO vs. Hiring an Agency: Cost Comparison Small business owners often wonder whether they should handle SEO internally or hire professionals: DIY/In-House: Cost of SEO tools, staff training, and lost time can add up quickly. A full-time SEO staffer may cost $40,000–$80,000/year not counting tools and resources. Agency/Freelancer: Lower monthly fees and access to experienced pros, for $500–$2,500/month. Best for businesses that want expert support without a dedicated full-time hire. For most small businesses, working with an external SEO provider offers a lower-risk, higher-value approach, at least until growth or technical demands justify an in-house team. Is SEO Worth the Investment for Small Businesses? SEO remains one of the most cost-effective marketing strategies: Long-Term ROI: Unlike paid ads, SEO drives long-term traffic without paying for every click. Quality Leads: SEO attracts leads closer to conversion, since they’re actively seeking products or services. Brand Building: High rankings improve brand trust and awareness. Most studies find that businesses investing at least $500/month in SEO see measurable increases in traffic and leads within 3–6 months, with compounding benefits as rankings improve over time. How to Choose the Right SEO Provider To get the best value, consider: Experience with Small Businesses: Ask about case studies or references. Transparent Pricing & Services: Look for clear deliverables—not vague promises. No Long-Term Contracts: Agencies like GetPhound offer month-to-month commitments, so satisfaction drives retention, not contracts. Proven Track Record: Request specific examples of ranking and lead improvements. A reliable agency should offer clear communication, regular progress updates, and customized strategies—not one-size-fits-all packages. GetPhound’s Approach to Affordable, High-Impact SEO GetPhound’s RankGuarantee™ SEO offers a unique value proposition: pay only after reaching the first page for 100+ keywords, with no annual commitment or cancellation fees. Key features include: Targeting hundreds of keywords for broad visibility. Fast ranking improvements (typically in 45–60 days). Transparent pricing with no hidden costs. U.S.-based team and highly responsive support. For small businesses, GetPhound’s Silver and Gold plans layer in additional content marketing, on-page optimization, and Google Business Profile management, helping accelerate organic growth while maintaining affordable pricing. Tips for Maximizing SEO Value on a Budget Set Clear Goals: Know which keywords, markets, or revenue targets matter most. Prioritize Local SEO: Focusing on nearby searchers delivers faster results. Leverage Content Marketing: Regular, high-quality content supports both rankings and customer engagement. Monitor Progress: Use analytics to ensure campaigns are delivering measurable gains. Stay Flexible: SEO is an ongoing process—adjust tactics as performance and Google algorithms change. Final Thoughts SEO is an essential growth driver for small businesses, and its cost can be tailored to fit a range of needs and budgets. By understanding typical price ranges, the factors at play, and the structure of effective SEO campaigns, small business owners can make informed, strategic decisions. GetPhound’s no-contract, results-driven approach makes high-impact SEO both accessible and affordable, ensuring every dollar invested brings businesses closer to their growth goals. With the right partner and a clear strategy, SEO can transform a small business’s visibility, lead flow, and long-term success.