Google Ads is one of the most powerful tools in digital marketing, yet it can also become one of the most expensive if you’re not using it correctly. Many new advertisers jump in with excitement, only to realize later that their budget has disappeared with very little return. While Google Ads can deliver excellent results, beginners often repeat the same common mistakes that limit performance and increase cost.

Therefore, understanding the most frequent Google Ads mistakes beginners make helps you build stronger, smarter, and more profitable campaigns. In this guide, we’ll break down these mistakes, explain why they happen, and show you exactly how to fix them.

1. Skipping Keyword Research

One of the biggest Google Ads mistakes beginners make is launching campaigns without proper keyword research. Beginners often guess what people might search instead of relying on data. Without targeted keywords, ads may appear for irrelevant searches, wasting your budget.

How to fix it:

• Use tools like Google Keyword Planner, Ahrefs, Semrush, or Ubersuggest.

• Look for keywords with the right balance of search volume and competition.

• Add long-tail keywords to reduce cost and improve relevance.

2. Not Using Negative Keywords

Another common Google Ads mistake beginners make is ignoring negative keywords. Without them, your ads show up for irrelevant or low-intent searches, leading to unnecessary clicks.

Examples of negative keyword filters:

• “Free”

• “Jobs”

• “How to” (if you are not offering tutorials)

Fix:
Update your negative keyword list weekly to keep your targeting clean.

3. Poor Ad Copy and Weak CTAs

Many new advertisers focus heavily on keywords but forget that ad copy needs to persuade users. A bland or unclear message is a major Google Ads mistake beginners make because it reduces click-through rate and wastes impressions.

Fix:

• Highlight your unique selling points.

• Add strong CTAs like “Get Started,” “Shop Now,” or “Book Today.”

• Use emotional triggers and benefits, not just features.

4. Using Only Broad Match Keywords

Beginners often select broad match keywords thinking they will reach more people. However, this is one of the most expensive Google Ads mistakes beginners make, as broad match triggers your ad for many unrelated searches.

Fix:
Use a mix of:

• Phrase match

• Exact match

• Modified broad match (strategically)

This improves precision and lowers wasted spend.

5. Not Tracking Conversions

Running ads without conversion tracking is like driving blindfolded. Still, many beginners skip this step because it feels “technical.” Yet, it is a serious Google Ads mistake beginners make because you cannot optimize campaigns without understanding what drives results.

Fix:
Set up:

• Google Ads conversion tags

• Google Analytics 4 events

• Enhanced conversions (optional)

Once installed, you can measure leads, purchases, sign-ups, and phone calls.

6. Ignoring Landing Page Quality

Even if your ad is perfect, a weak landing page kills conversions. This is one of the most overlooked Google Ads mistakes beginners make.

Fix:
Make sure your landing page is:

• Fast-loading

• Mobile-friendly

• Aligned with your ad message

• Clear, simple, and conversion-focused

Optimizing landing pages can instantly boost ROI.

7. Setting and Forgetting Campaigns

New advertisers often assume Google will “handle the rest,” but this assumption leads to wasted money. One of the major Google Ads mistakes beginners make is failing to monitor and optimize performance.

Fix:
Check:

• Search terms report

• Keyword performance

• Bids and budget

• Ad quality score

Make weekly adjustments to maintain healthy performance.

8. Not Using Ad Extensions

Ad extensions improve visibility and click-through rates, yet beginners often overlook them. This is a simple Google Ads mistake beginners make, but it’s easy to fix.

Add:

• Sitelinks

• Callouts

• Structured snippets

• Call extensions

• Price or promotion extensions

More extensions = more engagement.

9. Targeting Too Broad of an Audience

Beginners want high reach, but broad targeting reduces relevance. This is another frequent Google Ads mistake beginners make, leading to poor conversion rates.

Fix:
Use:

• Audience segments

• Remarketing lists

• Demographic filters

• Location targeting

A smaller, refined audience performs better than a large, random one.

10. Not Testing Multiple Ads

Running only one ad per ad group limits your ability to compare messages. This is a typical Google Ads mistake beginners make, as it prevents learning what works.

Fix:
Create at least 3 versions of each ad.
Test different:

• Headlines

• Descriptions

• CTAs

• Emotional angles

Google will automatically prioritize the best-performing copy.

Final Thoughts

Avoiding these Google Ads mistakes beginners make can save your budget, improve conversions, and build stronger campaigns. With consistent optimization and smart strategy, Google Ads becomes an incredibly profitable tool for business growth.