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10 Common Mistakes in Google Ads Audits

Welcome to the intricate world of Google Ads, where the difference between a thriving campaign and a lackluster one often hinges on the details.

Conducting an audit of your Google Ads account is like taking your car for a tune-up; it’s essential for ensuring everything runs smoothly.

However, even the most seasoned marketers can stumble into pitfalls. In this deep dive, we’re going to spotlight the 10 common mistakes that can slip through the cracks during a Google Ads audit.

By sidestepping these errors, you can fine-tune your campaigns to peak performance, ensuring every dollar of your ad spend is working hard for you.

Mistake #1: Overlooking Account Structure Issues

Think of your Google Ads account structure as the foundation of a building. If it’s weak, the entire structure wobbles.

A common, yet critical mistake in Google Ads audits is not giving enough attention to the account structure.

This includes how your campaigns and ad groups are organized, which can significantly impact the effectiveness and manageability of your ads.

Typical Structure Pitfalls

  1. Too Broad Campaigns: One-size-fits-all campaigns are a recipe for inefficiency. If your campaigns are too broad or overly generalized, you’re likely missing out on the nuanced approach needed for different products, services, or audience segments.
  2. Cluttered Ad Groups: Similarly, ad groups crammed with an excessive mix of keywords can dilute your focus. This leads to less relevant ads and can negatively impact your Quality Score, driving up costs and driving down performance.
  3. Actionable Tips:
    • Segment Wisely: Break down your campaigns and ad groups based on specific themes, products, or audience demographics.
    • Regular Reviews: Periodically review your account structure. As your business evolves, so should your Google Ads account to reflect changes in your offerings or market focus.

Mistake #2: Ignoring Negative Keywords

Negative keywords are the unsung heroes of cost-efficient Google Ads campaigns. Ignoring them is like leaving your windows open while the heating is on – you’re essentially wasting money.

Negative keywords prevent your ads from showing up in irrelevant searches, ensuring you’re not paying for clicks that are unlikely to convert.

Common Oversights with Negative Keywords

  1. Not Using Them at All: It’s surprising how many accounts don’t utilize negative keywords. This oversight can lead to your ads appearing for irrelevant or low-intent queries.
  2. Set and Forget Mentality: Even if you’ve added negative keywords, treating them as a one-time task is a mistake. Search trends evolve, and so should your negative keyword list.
  3. Actionable Tips:
    • Regular Updates: Make it a habit to review and update your negative keywords regularly. Analyze search term reports to identify irrelevant queries triggering your ads.
    • Think Like Your Customer: Put yourself in your customers’ shoes to anticipate irrelevant search terms. What might they search for that’s similar to but not quite what you offer?

Mistake #3: Neglecting Match Type Optimization

In Google Ads, match types are like the spices in your marketing recipe – the right mix can elevate your campaign, but the wrong one can spoil it. A common misstep in Google Ads audits is overlooking the optimization of match types. Broad, phrase, and exact match types each have their place, but using them incorrectly can lead to wasted spend or missed opportunities.

Where Marketers Often Slip Up

  1. Over-Reliance on Broad Match: Broad match can seem like casting the widest net, but it often catches a lot of irrelevant traffic. This can drain your budget and reduce the overall effectiveness of your campaign.
  2. Underutilizing Exact and Phrase Match: While more restrictive, exact and phrase match types often yield higher-quality traffic with better intent. Neglecting these can mean missing out on highly targeted prospects.
  3. Actionable Tips:
    • Review and Refine: Regularly review your keyword match types. Are broad match keywords bringing in too much irrelevant traffic? Could exact or phrase match be used more effectively?
    • Test and Learn: Experiment with different match types for your keywords and monitor the performance. Use A/B testing to find the right balance for your campaigns.

Mistake #4: Overlooking Conversion Tracking Errors

Conversion tracking is the compass that guides your Google Ads ship. Without it, you’re navigating blind. A surprisingly common error in Google Ads audits is not checking for conversion tracking errors. Incorrect or incomplete tracking can lead to misguided decisions based on faulty data.

Typical Tracking Traps

  1. Incorrect Conversion Setup: Whether it’s tracking the wrong actions or misconfigured tags, incorrect setup can skew your understanding of campaign performance.
  2. Failing to Track Across All Relevant Touchpoints: In today’s multi-device world, not tracking conversions across all platforms (like mobile) can lead to a significant underestimation of your campaign’s effectiveness.
  3. Actionable Tips:
    • Double-Check Setup: Regularly verify your conversion tracking setup. Ensure that the conversion actions you’re tracking align with your campaign goals.
    • Holistic Tracking: Make sure you’re tracking conversions across all devices and touchpoints. Utilize tools like Google Analytics to get a comprehensive view.

Mistake #5: Misinterpreting Key Performance Indicators (KPIs)

KPIs are the storytellers of your Google Ads campaigns, but misinterpreting these stories can lead you down the wrong path. A critical mistake in Google Ads audits is misunderstanding what different KPIs actually indicate about your campaign’s health and effectiveness.

Common Misinterpretations

  1. Overemphasis on Click-Through Rates (CTR): While a high CTR is encouraging, it’s not the end-all-be-all. A high CTR with low conversions might indicate that your ads are appealing but not reaching the right audience.
  2. Underestimating the Importance of Quality Score: Quality Score is often overlooked as a KPI, but it’s a crucial indicator of your ad relevance and landing page experience. A low Quality Score can lead to higher costs and lower ad placements.
  3. Actionable Tips:
    • Look Beyond Surface-Level Metrics: Dive deeper into your KPIs. Understand the context behind each metric and how it relates to your overall campaign goals.
    • Balance Short-Term and Long-Term KPIs: Balance immediate performance indicators like CTR with long-term indicators like customer lifetime value or Quality Score.

Mistake #6: Inadequate Attention to Quality Score

Quality Score in Google Ads is like the wind beneath your campaign’s wings – it’s not always visible, but its impact is undeniable.

A common oversight in Google Ads audits is not giving Quality Score the attention it deserves. This metric is a crucial indicator of the health of your keywords, ads, and landing pages.

Where Many Go Wrong

  1. Overlooking the Components of Quality Score: Quality Score is determined by factors like click-through rate (CTR), ad relevance, and landing page experience. Ignoring these elements can lead to a lower score, resulting in higher costs and lower ad positions.
  2. Not Addressing Low Scores: Failing to investigate and address the reasons behind low Quality Scores can be a costly mistake. It’s like ignoring warning signs on a dashboard.
  3. Actionable Tips:
    • Regular Monitoring: Make Quality Score monitoring a routine part of your audit. Identify keywords or ads with low scores and understand why.
    • Targeted Improvements: Focus on improving CTR, ensuring ad relevance, and enhancing the landing page experience to boost your Quality Score.

Mistake #7: Failing to Optimize Ad Copy

Ad copy is your direct conversation with potential customers. It’s surprising how often this critical element is neglected in Google Ads audits.

Effective ad copy can significantly improve campaign performance by increasing relevance and enticing clicks.

Common Copywriting Missteps

  1. Generic Messaging: Using one-size-fits-all messaging that fails to resonate with specific audience segments can render your ads ineffective.
  2. Not Testing Variations: Not utilizing A/B testing to determine which ad copy variations perform best is a missed opportunity for optimization.
  3. Actionable Tips:
    • Tailor Your Message: Craft ad copy that speaks directly to the needs and interests of your target audience. Personalization can significantly increase engagement.
    • Embrace A/B Testing: Regularly test different versions of your ad copy to find the most effective messaging. Monitor performance metrics to guide your decisions.

Mistake #8: Underestimating the Importance of Mobile Optimization

In today’s digital landscape, mobile optimization is not just a nice-to-have; it’s a must-have.

A common mistake in Google Ads audits is underestimating the importance of optimizing for mobile users. With a significant portion of searches occurring on mobile devices, your ads need to be tailored for the mobile experience.

Where Mobile Optimization Falls Short

  1. Ignoring Mobile User Experience: Failing to consider how your ads and landing pages appear and function on mobile devices can lead to poor user experiences and lower conversion rates.
  2. Not Utilizing Mobile-Specific Features: Google Ads offers mobile-specific features like call extensions and mobile-preferred ads. Not taking advantage of these can mean missing out on valuable mobile traffic.
  3. Actionable Tips:
    • Mobile-Friendly Landing Pages: Ensure your landing pages are mobile-responsive and load quickly on mobile devices. User experience on mobile should be a top priority.
    • Leverage Mobile Features: Utilize mobile-specific ad features and formats to enhance visibility and engagement with mobile users.

Mistake #9: Neglecting Geotargeting Settings

Geotargeting in Google Ads is like setting the stage for where your play is performed. It’s crucial, yet often overlooked in audits. By neglecting geotargeting settings, you might be showing your ads to a broad, less interested audience, or worse, missing your target audience entirely.

Common Geotargeting Oversights

  1. Broad Brush Approach: Applying a one-size-fits-all geotargeting strategy can lead to inefficient spending. Your ad might be seen in locations where it’s irrelevant, wasting your budget.
  2. Not Aligning with Audience Location: Failing to align your geotargeting settings with your audience’s actual location can result in missed opportunities. For instance, if you’re selling winter gear, targeting warm regions is unlikely to yield results.
  3. Actionable Tips:
    • Refine Your Targeting: Tailor your geotargeting settings based on where your audience is. Use market research and customer data to identify these locations.
    • Localize Your Ads: Customize your ad copy and language to resonate with the local audience. Localized ads can significantly increase relevance and engagement.

Mistake #10: Overlooking the Need for Regular Audits

Think of regular Google Ads audits as your campaign’s health check-ups. They are essential but often neglected. Regular audits help you stay on top of changes in market trends, audience behavior, and the competitive landscape.

Why Regular Audits are Crucial

  1. Evolving Market Conditions: Market conditions change rapidly. What worked a few months ago might not be effective today. Regular audits help you adapt to these changes.
  2. Continuous Optimization: Regular audits allow for continuous optimization of your campaigns. They enable you to fine-tune your strategies, ensuring your ads remain effective and efficient.
  3. Actionable Tips:
    • Schedule Regular Audits: Set a regular schedule for your Google Ads audits – monthly, quarterly, or bi-annually, depending on your campaign size and complexity.
    • Stay Informed and Adapt: Use each audit as an opportunity to learn and adapt. Implement changes based on your findings and monitor the results.


Mastering Google Ads is an ongoing journey of learning and adaptation. By being aware of and avoiding these 10 common mistakes in your Google Ads audits, you can significantly enhance the performance of your campaigns.

Remember, the key to success in digital advertising is not just in the big strategies but also in paying attention to the finer details.

Regular audits, attention to nuances like geotargeting and ad copy, and a deep understanding of your audience and market dynamics are what will set your campaigns apart.

So, dive in, keep refining, and watch as your Google Ads transform into a powerhouse of marketing success.

ChatGPT can prove quite helpful with Google Ads audits, you can learn more here.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.