As JumpFly’s lead analyst, I have conducted countless audits on prospective clients’ Google Ads accounts to assess their current account setup and performance. While many issues I’ve uncovered are unique to that client, a number of common mistakes often stand out for many accounts that I review. This article focuses on those top mistakes, the damage they can cause, and how taking corrective action can help restore performance inside your Google Ads account.
Mistake #1: Double-Counting Conversions
Believe it or not, double-counting conversions in Google Ads happens quite frequently. If you don’t segment out conversions in the account by conversion action, you may not know that you have two conversion actions counting the exact same thing.
For ecommerce clients, if you have two conversion actions for purchases, your performance will be inflated, as you’ll be counting two conversions and twice the revenue each time a website purchase occurs. Often, this comes as a result of their previous manager setting up their own conversion tracking but forgetting to remove the old conversion action that was also tracking. Segmenting by conversion action in Google Ads will reveal the issue. Another way to check is to go to the Conversions tab, and checking for Primary conversions.
Mistake #2: Ineffective Bid Strategies
The bid strategies you implement for your campaigns play a big part in the performance you are achieving (or not achieving). One common mistake I see is using the Maximize Clicks bidding strategy inside an account whose primary goal is to drive conversions (i.e. leads, purchases, etc.).
Maximize clicks is a campaign bid strategy that tries to drive the most clicks within your budget. It does a great job at keeping cost-per-click (CPC) as low as possible, but CPC efficiency does not necessarily get you conversion efficiency as well. Because Maximize Clicks prioritizes low CPC clicks, it tends to drive more mobile clicks than desktop clicks. It also prioritizes search term clicks with less competition (hence lower CPCs), lowering the quality of clicks coming into your website.
If your account goal is to get conversions, you want a bid strategy that actually factors conversion data into its bidding algorithm, like Maximize Conversions or Maximize Conversion Value. Maximize Clicks is just one example of how choosing the wrong bidding strategy for your account can lead you down the wrong path in terms of performance.
Mistake #3: Broad Match Keyword Spend without Proper Account Maintenance
A single broad match keyword casts a very wide net in the ocean of search terms, meaning it has the potential to trigger ads for a wide variety of search queries, including those that may only loosely relate to the original keyword.
When reviewing an account, I always report on which match type is driving the most spend. A robust negative keyword strategy must be in place when the account is set up using mostly (if not all) broad match keywords. Additionally, search terms must be reviewed frequently (if not daily) if broad match keywords drive significant traffic because a single keyword could match thousands of unique search terms.
Next time you are in Google Ads, click on an individual broad match keyword with spend and view the search terms associated with that keyword. You may be surprised at how much money is being wasted at the search term level.
Mistake #4: Poorly Structured Performance Max Asset Groups
Performance Max (PMax) is a campaign type powered by machine learning, but it still requires human input to function effectively. Think of it like building a robot: if you don’t equip it with essential parts, like arms or legs, or fail to connect the wiring from the head to the body, the robot won’t perform as expected. Similarly, Performance Max may not achieve your desired results without thoughtful setup and guidance.
A common mistake I see with PMax is ignoring all the setup steps that help ensure either good or bad performance. Examples that I’ve seen include:
- Only uploading a few images instead of the recommended 15 to 20
- Not including a logo
- Adding just a few headlines when you’re allowed to add fifteen
- Only adding one or two descriptions instead of all four available
By not getting your ads filled to the maximum, you’re essentially weakening Google’s ability to test what works best through machine learning.
However, the most significant oversight in PMax setup is the lack of search themes and audience signals. These elements guide the campaign to target relevant audiences effectively and tailor ads to match specific search intent. Without these inputs, your campaign lacks the directional framework for optimal performance, leading to missed opportunities and reduced effectiveness.
Optimizing a Google Ads account involves careful attention to detail and a proactive approach to avoiding common pitfalls. You can significantly improve campaign effectiveness by addressing issues like double-counting conversions, choosing the right bid strategies, refining broad match keyword usage, and fully utilizing Performance Max setup options. These corrective actions help avoid wasted spend and enhance your campaign’s ability to reach the right audiences and drive meaningful conversions.
As I’ve seen time and again through client audits, a well-structured account setup provides a solid foundation for sustained success in Google Ads. Take the time to review and implement these insights, and you’ll set your campaigns up for the best possible performance outcomes.
