As a trusted partner responsible for guiding the growth at many organizations, we often see businesses excited about the potential of their Google Ads account. However, that initial enthusiasm can quickly turn to frustration when results don’t meet expectations. The truth is, many businesses are unknowingly pouring money down the drain with underperforming Google Ads campaigns. How much a company can afford to pay is the most critical element of a Google Ads campaign.  Industry estimates suggest that, on average, a significant portion of business Google Ads strategies fail to achieve their potential due to inadequate optimization. 

Are you among them?

Several key indicators can signal that your Google Ads are not working as hard as they should. Identifying these early can differentiate between a profitable campaign and a costly expense.

#1. It’s Easy To Get Started with The Wrong Settings

Google Ads offers a seemingly straightforward entry point. However, this ease of use can be deceptive. Many businesses launch campaigns with default settings that aren’t aligned with their specific goals or target audience. Incorrect location targeting, broad keyword matching without negative keywords, choosing Search vs. Display networks, or the wrong campaign objectives can lead to wasted clicks and irrelevant traffic. We often see initial setups missing crucial refinements that would immediately improve efficiency for a Google Ads account.

#2. Lack of Focus or Understanding of Ad Fundamentals

A successful Google Ads account requires a clear strategy and a solid grasp of advertising fundamentals. Without defined goals, a deep understanding of your ideal customer, and compelling ad copy, your campaigns will likely struggle. Generic ads that don’t speak directly to user intent or target the wrong stage of the buyer’s journey rarely deliver positive ROI. A focused approach, built on understanding user needs and search behavior, is essential for any thriving Google Ads account.

#3. Not Following a Standard Process

Effective Google Ads account management isn’t a one-time setup; it’s an ongoing process. Neglecting regular monitoring, testing, and optimization is a surefire way to waste money. Without a consistent process for analyzing performance data, identifying areas for improvement, and implementing changes, your campaigns will stagnate, and your budget will be inefficiently spent. We advocate for a structured approach and the use of checklists to manage every Google Ads account and ensure continuous improvement.

#4. Poor Tracking Setup

Without accurate conversion tracking, you’re flying blind. How can you determine which keywords, ads, or campaigns drive valuable results for your business? A poorly implemented or non-existent tracking setup makes it impossible to measure ROI effectively. This lack of visibility means you could be investing heavily in areas that aren’t contributing to your bottom line, a common pitfall we see in underperforming Google Ads account setups.

Grabbing Attention is Important

Simply showing up isn’t enough. Your ads need to capture attention immediately. Compelling headlines, persuasive descriptions, and relevant ad extensions are crucial for standing out and driving clicks from qualified prospects. Generic or uninspired ad copy often gets overlooked, leading to lower click-through rates and wasted ad spend within your Google Ads account.

Don’t let your Google Ads become a source of unnecessary expense. By being vigilant and addressing these potential pitfalls, you can transform your campaigns into powerful drivers of business growth. If you’re questioning the performance of your current Google Ads, Boulevard is here to help with PPC audits to optimize your online advertising performance. Contact us to work together to ensure your ad spend is an investment, not an expense.