Why This Matters

‍Google Ads is one of the most powerful tools for small businesses. The problem is, most businesses don’t get it right. In fact, WordStream reports that a large percentage of ad spend gets wasted every year on irrelevant clicks. That’s money that could be going toward real leads and real customers.

At Snack Club, we’ve run Google Ads campaigns for small businesses across industries. We see the same mistakes pop up over and over again — and most of them are easy to fix once you know what to look for. So, whether you’re running campaigns yourself or thinking about hiring help, here are the 10 biggest mistakes small businesses make in Google Ads — and how to fix them before they eat your budget alive.

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#1: Not Defining Clear Goals

One of the most common problems we see is running ads without a clear definition of success. Business owners often tell us, “I just want more sales.” The issue? That’s too vague for Google Ads to work effectively. If your goal isn’t specific, your campaigns will lack focus. And when your campaigns lack focus, your money goes everywhere but your bank account.

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How to Fix It:
Set SMART goals — Specific, Measurable, Attainable, Relevant, and Time-bound. Instead of “more sales,” try “generate 30 qualified leads in the next 90 days.” If you’re in home services, it could be “book 20 plumbing calls this month.” Google offers a helpful framework for setting campaign goals that align with your business objectives.

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#2: Using Broad Match Keywords Everywhere

Google’s default setting encourages advertisers to use broad match keywords. While that can increase reach, it also leads to wasted spend on searches that don’t actually relate to your business.

Imagine you’re a roofer bidding on “roof repair.” With broad match, your ad could show up for searches like “how to repair your own roof for free.” That’s not your customer.

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How to Fix It:
Rely on phrase match and exact match keywords to keep your ads tightly aligned with intent. For example:

• Phrase Match: “roof repair near me”
  
• Exact Match: [roofing contractor Minneapolis]
  

This gives you more control and ensures your budget is spent on people actually looking for your service.

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#3: Ignoring Negative Keywords

Negative keywords are one of the most underutilized tools in Google Ads. Without them, you end up paying for clicks from people who will never buy from you.

For example, a paid media client we worked with in home services kept showing up for “roof repair jobs” and “free DIY roofing tips.” Every click cost money, but none of those searches turned into customers.

How to Fix It:
Build a negative keyword list from day one. Start with obvious ones like “free,” “jobs,” and “cheap.” Then check your search term reports weekly and add anything irrelevant.

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For more strategies, check out HubSpot’s negative keyword guide.

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#4: Not Tracking Conversions Properly

Clicks don’t equal customers. One of the biggest mistakes we see is campaigns running without conversion tracking in place. You may think you’re getting good traffic, but if you don’t know which clicks are turning into leads or sales, you’re operating blind.

How to Fix It:
Set up Google Analytics 4 and link it to your Google Ads account. Then define conversions that matter to your business: phone calls, form submissions, purchases.

If this setup feels intimidating, we handle it as part of our analytics and tracking services. Proper tracking ensures you’re not just getting clicks — you’re getting results.

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#5: Sending Traffic to Your Homepage

If you’re paying for ads, sending people to your homepage is one of the fastest ways to burn your budget. Homepages are usually built to be broad and informative, not conversion-focused. Visitors land, get distracted, and bounce.

How to Fix It:
Create dedicated landing pages for each campaign. A landing page should have:

• A clear headline that matches the ad.
  
• One main call to action (book a call, request an audit, schedule a demo).
  
• Minimal distractions — no endless menus or off-topic content.

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#6: Forgetting About Ad Extensions

Ad extensions are free tools that make your ads bigger and more appealing. Yet, many businesses skip them, leaving their ads looking small and generic compared to competitors.

How to Fix It:
Use every relevant extension available:

• Sitelinks → Link to important pages (services, about, contact).
  
• Callouts → Highlight benefits like “No Contracts” or “Free Estimates.”
  
• Structured Snippets → Showcase services or product categories.
  
  

According to Google’s documentation, extensions can increase click-through rate by up to 15%.

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#7: Writing Boring Ad Copy

If your ad copy sounds like it was written by a robot, people will skip it. Ads like “Trusted Marketing Solutions for All Businesses” blend in with every other agency ad out there.

How to Fix It:
Write copy that feels human and speaks directly to your customer. Be specific and clear:

• Instead of “Best Roofing Services” → “Fix Your Roof Fast — Local Experts You Can Trust.”
  
• Instead of “Digital Marketing Agency” → “Affordable Ads That Actually Bring Leads.”
  
  

This is exactly the kind of work we do every day with our paid media services.

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#8: Not Checking Search Term Reports

The search term report tells you what people actually typed into Google before clicking your ad. If you’re not reviewing it, you’re flying blind.

How to Fix It:
Check reports weekly. Pause keywords that are driving irrelevant traffic and double down on the ones that convert. It’s one of the simplest and most effective ways to improve performance.

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#9: Ignoring Mobile Experience

More than half of all Google Ads clicks come from mobile devices. If your landing page looks clunky or loads slowly on a phone, you’re losing out.

How to Fix It:
Build mobile-first landing pages. Keep forms short, use big buttons, and prioritize speed. According to Google’s research, even a one-second delay in load time can drop conversions by 20%.

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#10: Setting It and Forgetting It

Google Ads is not a crockpot. You can’t just “set it and forget it.” Campaigns need constant attention, otherwise performance decays.

How to Fix It:
Log in at least once a week. Adjust bids, add negative keywords, refresh ad copy, and test new ideas. Consistency is the difference between campaigns that burn out and campaigns that scale.

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Wrapping It Up

Running Google Ads doesn’t have to be complicated, but it does require intention. Avoiding these 10 mistakes will save you money and give your business a better shot at consistent leads.

If you’re not sure where your campaigns stand, we offer a free Google Ads audit. We’ll review your account, highlight these exact issues, and give you a clear plan to fix them.

Snack Club was built for small and mid-sized businesses who want results without the corporate agency price tag. If that’s you, let’s talk.

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