Running Google Ads can feel like gambling with your budget, especially if you’re not entirely sure what you’re doing. One minute you’re boosting visibility, the next you’re wondering why you’re paying $12 a click with nothing to show for it.
We’ve managed Google Ads for over a decade at Click Control Marketing. We’ve seen the common pitfalls, and more importantly, we know how to avoid them. So, whether you’re DIY-ing your ads or just trying to understand what your marketing partner should be doing, this one’s for you.
1. You’re Targeting the Wrong Keywords
One of the biggest budget drains? Targeting broad, generic keywords that attract the wrong crowd. If you’re spending money on clicks from people who are just browsing (or worse, looking for something you don’t offer), you’re basically setting your money on fire.
We help businesses zero in on the right keywords for their goals because strategy matters, and guesswork isn’t a good investment.
What we’re really looking for is low-funnel, high-intent search terms. These are the phrases people type in when they’re ready to take action, not just browse. Think “affordable commercial cleaning services near me” instead of just “cleaning company.”
The goal isn’t just to get clicks; it’s to get the right clicks from people who are ready to convert. At Click Control Marketing, we help businesses uncover those low-funnel gems that drive real results, not just traffic.
Regularly review your Search Terms Report. This shows exactly what people typed in before clicking your ad. If you see junk terms, add them to your negative keywords list to stop showing up for them.
2. You’re Letting Smart Campaigns Do All the Work
Smart Campaigns might seem like a simple solution; they’re quick to launch and mostly hands-off. But they limit your ability to fine-tune important details like keyword targeting, bidding strategies, and audience selection. That means you’re often left guessing about what’s working and where your budget is going.
If you’re running both Smart and Search campaigns at the same time, you could actually be cannibalizing your own results. Smart campaigns tend to favor broad matches and automated decisions that don’t always align with your strategy.
Our recommendation? Avoid running Smart and standard Search campaigns simultaneously. Stick with Search if you want full visibility and the ability to make data-informed adjustments.
3. Your Ad Copy Doesn’t Match What People Are Searching For
You could have the perfect keyword strategy, but if your ads don’t speak to what your audience actually wants, they’re not going to click or convert.
How we write copy that works:
- We align messaging with search intent – we write copy that speaks to your audience’s pain points or goals. What are they really looking for?
- We match your ad copy to the keywords in your ad group AND we look at the copy that is on your landing page – are they all saying the same thing?
- We highlight real benefits and use direct, action-based language like “Get a Free Quote,” “Schedule a Demo,” or “Call Now.”
- We keep it fresh, honest, and on-brand, no filler or fluff. People aren’t looking for “innovative, scalable solutions” they want a real fix to a real problem.
4. You’re Not Using Audience Targeting (Yes, Even for Search Ads)
Google Ads isn’t just about keywords anymore. You can (and should) layer audience targeting on top of your keyword strategy to reach the right people. This allows you to get hyper-specific about who sees your ads.
By layering in audience data, we help businesses reach people who are more likely to convert based on their habits, interests, or prior engagement with your brand.
- Their interests and habits
- What they’ve searched before
- Whether they’ve been to your site already
This kind of targeting is a game-changer and something we build into the ad strategies we create at Click Control Marketing.
5. You’re Running Too Many Campaigns for Your Budget
More isn’t always better. If you’re working with a $1,000/month budget and you’ve got five campaigns running, you’re probably spreading yourself too thin.
Here’s a quick rule of thumb:
- Budgets under $1,000/month? Stick with 1–2 well-structured campaigns.
- Budgets between $1,000–$5,000/month? 2–4 campaigns is typically the sweet spot.
- Budgets over $5,000/month? You’ve got more room to scale and structure campaigns, but you still want each campaign to have enough fuel to learn and perform.
Instead of running 10 campaigns with $5/day each, consolidate and focus on a few that are tightly aligned with your goals.
We work closely with clients to align their campaign structure to their budget. No wasted spend. No unnecessary complexity. Just clean, purposeful strategy.
6. You Expect Instant Results
It’s easy to hope for quick wins after launching a campaign, but Google Ads tends to work more like a slow burn than a fireworks show. In most cases, it takes about 60 to 90 days for campaigns to really settle in. During that time, Google is learning how users interact with your ads, adjusting performance, and collecting the data needed to make smarter decisions moving forward.
That ramp-up period is all part of the process, and with a thoughtful strategy and consistent optimizations, the results start stacking up. During this time:
- Don’t panic if the results aren’t perfect.
- Avoid making big changes every few days.
- Focus on consistent optimizations and let the system learn.
- Give your campaigns time to breathe. Growth takes a little patience—but it’s worth it.
We guide clients through this phase with consistent updates and smart, data-led adjustments. The best results come with consistency, not constant reinvention.
7. You’re Not Optimizing Weekly (Or At All)
Running a Google Ads campaign isn’t a one-time task. It’s an ongoing process. If you’re not checking in regularly, chances are you’re leaving performance (and budget) on the table.
At Click Control Marketing, we conduct weekly or bi-weekly optimizations depending on the complexity of the campaign. These touchpoints are essential to keeping your ads performing at their best.
Here’s what we focus on during these check-ins:
- Adjusting bids and monitoring budget pacing to make sure your dollars are being spent efficiently
- Reviewing search terms to identify irrelevant traffic and updating your negative keyword list accordingly
- Tracking conversions to ensure the right actions are being measured and your goals are on target
- Spotting early trends so we can double down on what’s working—and pivot when something’s not
Even small tweaks like pausing underperforming keywords or reallocating budget can lead to major performance improvements over time. It’s all about consistent, strategic adjustments that keep your campaigns aligned with your business goals.
Final Thoughts: Results Happen When Strategy Meets Consistency
Google Ads isn’t magic, but with the right strategy and a little patience, it does work. It’s about more “setting it and forgetting it”. It’s about understanding your audience, refining your approach, and letting the data guide the decisions.
If your current ad strategy feels more like a money pit than a growth engine, you’re not alone—and you’re not stuck. With a few changes, you can turn things around and start getting the results your business deserves.
Click Control Marketing has years of hands-on experience running smart, strategic Google Ads campaigns for businesses that want real results, not just clicks. We handle the strategy, execution, and optimization so you can stay focused on running your business.
Want help cutting waste and building a smarter ad strategy? That’s kind of our thing. [Let’s chat.]
