7 Google Ads Mistakes That Are Costing Local Businesses Thousands

Google Ads can be incredibly effective for local businesses—when done right. Unfortunately, many business owners make costly mistakes that drain their budget without delivering results.

Mistake #1: Not Using Negative Keywords

Without negative keywords, you're paying for irrelevant clicks. A plumber bidding on "plumbing" might show up for "plumbing jobs" or "plumbing school"—searches from people who will never become customers.

Fix: Regularly review your search terms report and add negative keywords.

Mistake #2: Targeting Too Broad an Area

If you serve a 20-mile radius, don't target the entire state. You'll pay for clicks from people too far away to use your services.

Fix: Use radius targeting centered on your service area.

Mistake #3: Sending Traffic to Your Homepage

Your homepage isn't optimized for conversions. Visitors need a clear path to take action.

Fix: Create dedicated landing pages for each campaign with a single, clear call-to-action.

Mistake #4: Ignoring Mobile Users

Most local searches happen on mobile. If your ads and landing pages aren't mobile-optimized, you're losing leads.

Fix: Use mobile-preferred ads and ensure fast, mobile-friendly landing pages.

Mistake #5: Not Tracking Conversions

Without conversion tracking, you're flying blind. You don't know which keywords, ads, or campaigns are actually generating leads.

Fix: Set up conversion tracking for calls, form submissions, and other key actions.

Mistake #6: Set-and-Forget Mentality

Google Ads requires ongoing optimization. Campaigns that aren't regularly adjusted will decline in performance.

Fix: Review and optimize your campaigns at least weekly.

Mistake #7: Competing on Price Alone

Leading with "cheapest" or "lowest price" attracts price-shoppers who are harder to convert and less loyal.

Fix: Compete on value, quality, and trust instead.

Stop Wasting Your Ad Budget

These mistakes are costing local businesses thousands of dollars every month. Get a free Google Ads audit to see how much you could save.