The Google Ads Money Pit
You're spending $2,000/month on Google Ads. You're getting clicks. But you're not getting customers.
What's wrong?
Chances are, you're making one (or more) of these 7 common mistakes.
Mistake #1: Bidding on Broad Keywords
The Problem: Bidding on "plumber" gets you clicks from people across the country who can't use your services.
The Fix: Target "plumber near me" or "plumber [your city]". These searchers are ready to hire locally.
Result: Lower cost-per-click, higher conversion rate.
Mistake #2: Sending Traffic to Homepage
The Problem: Your homepage talks about everything. Visitors get confused and leave.
The Fix: Create dedicated landing pages for each service/keyword:
/plumbing-services/emergency-plumber/drain-cleaning
Result: 3-5x higher conversion rates.
Mistake #3: Ignoring Negative Keywords
The Problem: Your ad shows for irrelevant searches like "plumber salary" or "how to become a plumber."
The Fix: Add negative keywords:
- salary
- job
- career
- training
- school
Result: Stop wasting money on useless clicks.
Mistake #4: No Conversion Tracking
The Problem: You don't know which keywords generate phone calls vs. just clicks.
The Fix: Set up:
- Call tracking (which keywords drive calls)
- Form tracking (which keywords drive form fills)
- Revenue tracking (which keywords drive sales)
Result: Double down on what works, cut what doesn't.
Mistake #5: Weak Ad Copy
The Problem: Generic ads like "We Do Plumbing" don't stand out.
The Fix: Write compelling copy:
- Headline: Specific benefit ("24/7 Emergency Plumber")
- Description: Clear offer ("Free Estimates, Same-Day Service")
- CTA: Action-oriented ("Call Now" not "Learn More")
Result: Higher click-through rates, better quality score, lower costs.
Mistake #6: Not Using Ad Extensions
The Problem: Your ad takes up less space, gets fewer clicks.
The Fix: Use all relevant extensions:
- Sitelinks: Link to key pages
- Callouts: Highlight benefits ("24/7 Service", "Free Estimates")
- Structured Snippets: Show services
- Call Extension: Direct phone number
Result: More real estate, more clicks, better ad rank.
Mistake #7: Set It and Forget It
The Problem: You launched your campaign 6 months ago and haven't touched it since.
The Fix: Weekly optimization:
- Pause low-performing keywords
- Increase bids on winners
- Test new ad copy
- Add negative keywords
- Review search terms report
Result: Continuously improving ROI.
The Fix Checklist
- [ ] Audit your keywords (remove broad, add local)
- [ ] Create dedicated landing pages
- [ ] Add negative keywords (at least 20-30)
- [ ] Set up conversion tracking
- [ ] Rewrite ad copy (benefit-focused)
- [ ] Enable all ad extensions
- [ ] Schedule weekly optimization time
Real Example: Before & After
HVAC Company:
Before (Making 5 of 7 mistakes):
- $3,000/month ad spend
- $45 cost per lead
- 67 leads per month
- ROI: Break-even
After (Fixed all mistakes):
- $3,000/month ad spend
- $15 cost per lead
- 200 leads per month
- ROI: 5:1
Same budget, 3x more leads.
Ready to Fix Your Ads?
Get a free Google Ads audit and we'll show you exactly which mistakes you're making and how to fix them.