Let me be straight with you. Google Ads works. When set up properly, it can bring a steady stream of customers to your business almost overnight. The problem is that most small businesses get it wrong.
We see this all the time with North Brisbane businesses who come to us after trying to run their own campaigns. They have spent hundreds or even thousands of dollars with little to show for it.
1. Using Broad Match Keywords
This is the number one way businesses throw money away. If you sell landscaping services in Kallangur and you use the broad match keyword landscaping, your ad might show up for searches like landscaping jobs or DIY landscaping tips. These people are not looking to hire you.
Use phrase match or exact match keywords instead. You will get fewer clicks, but the clicks you do get will be from people actually looking to buy.
2. Not Using Negative Keywords
Even with tighter matching, you need negative keywords. These tell Google what searches you do not want to appear for. A plumber in North Lakes should add negatives like free, jobs, salary, DIY, and how to.
Check your Search Terms report regularly to see what people are actually searching when they click your ads. You will find plenty more to add.
3. Sending Traffic to Poor Landing Pages
Too many businesses send all their Google Ads traffic to their homepage. If someone searches for bathroom renovations Dakabin, they should land on a page specifically about bathroom renovations, not your homepage where they have to hunt around.
A good landing page has a clear headline that matches the ad, explains your service, shows social proof, and makes it dead simple to contact you.
4. Ignoring Quality Score
Google gives each keyword a Quality Score from 1 to 10. This affects how much you pay per click and how often your ads show up. A higher score means lower costs and better ad positions.
- Write ads that include your keywords naturally
- Make sure your landing page content matches what the ad promises
- Organise campaigns into tightly themed ad groups
- Test different ad variations to improve click-through rates
5. Not Tracking Conversions
If you are not tracking conversions, you have no idea which keywords or ads are actually bringing in customers. You might be spending most of your budget on keywords that get lots of clicks but zero enquiries.
6. Setting and Forgetting Campaigns
Google Ads is not a set-it-and-forget-it platform. At minimum, check your campaigns weekly. Look at your Search Terms report, check which ads are performing best, adjust bids based on what is converting, and test new ad copy.
The Bottom Line
Google Ads can be incredibly effective for small businesses. We have seen local trades, professional services, and retail businesses across North Brisbane generate consistent leads at a reasonable cost. But it only works if you avoid these common pitfalls.
If you would rather focus on running your business, that is what we are here for. We manage Google Ads campaigns for small businesses across North Brisbane. Book a free discovery call and we will have an honest chat about whether it makes sense for your situation.