5 Signs Your Google Ads Are Wasting Money (And How to Fix Them)

Running Google Ads can feel like throwing money into a black hole. You set up campaigns, watch clicks roll in, but where are the customers? If this sounds familiar, you're not alone. Many businesses waste thousands of dollars on Google Ads without realizing what's going wrong.

The good news? Most problems are fixable once you know what to look for. Here are five warning signs that your Google Ads campaigns are leaking money—and exactly how to plug those holes.

Sign #1: You're Paying for Irrelevant Searches

This is the most common money-waster. Using broad match keywords means your ads show up for searches that have nothing to do with your business. A plumber bidding on "plumbing" might pay for clicks from people searching "plumbing salary" or "plumbing school."

How to check: Go to your Google Ads account, click on Keywords, then Search Terms. You'll see exactly what people typed before clicking your ad.

The fix: Add negative keywords to block irrelevant searches. Review your search terms report weekly and add any off-target searches as negatives. Consider switching from broad match to phrase match or exact match for better control.

Sign #2: Your Click-Through Rate Is Below 2%

Click-through rate (CTR) measures how often people who see your ad actually click on it. A low CTR means your ads aren't compelling enough—or they're showing to the wrong audience.

Industry benchmarks vary, but generally anything below 2% for search ads signals a problem. If people aren't clicking, you're paying for impressions that go nowhere.

How to check: In Google Ads, look at the CTR column in your campaigns, ad groups, and keywords reports.

The fix: Write more compelling ad copy that speaks directly to what your customer is searching for. Include your main keyword in the headline. Add a clear call-to-action. Test multiple ad variations to see what resonates.

Sign #3: You Have No Idea What a Customer Costs

If you can't answer "How much does it cost to get a new customer from Google Ads?" you're flying blind. Without conversion tracking, you're just guessing whether your ads are working.

Many businesses run ads for months without knowing if those clicks ever turned into phone calls, form submissions, or purchases.

How to check: Go to Tools & Settings > Conversions in Google Ads. If you see no conversions set up, or the numbers look suspiciously low, you have a tracking problem.

The fix: Set up proper conversion tracking. At minimum, track phone calls and form submissions. If you sell online, track purchases. Google Tag Manager makes this easier than ever—or hire someone to set it up correctly.

Sign #4: Your Landing Page Doesn't Match Your Ad

You've written a great ad about "emergency plumbing services" but when someone clicks, they land on your generic homepage. That disconnect kills conversions.

When ad message and landing page don't align, visitors bounce. You paid for the click but lost the customer.

How to check: Click on your own ads and land where your customers land. Does the page immediately address what the ad promised? Is the phone number prominent? Is there a clear next step?

The fix: Create dedicated landing pages for your main ad campaigns. The headline on your landing page should match your ad headline. Make the call-to-action obvious and easy. Remove distractions like navigation menus that let visitors wander off.

Sign #5: You're Not Testing Anything

"Set it and forget it" is the enemy of Google Ads success. If you haven't touched your campaigns in months, you're almost certainly leaving money on the table.

The businesses that win with Google Ads are constantly testing: different headlines, different descriptions, different landing pages, different bid strategies.

How to check: When was the last time you made a change to your campaigns? If you can't remember, it's been too long.

The fix: Commit to testing one thing per week. Start simple: test two different headlines against each other. Once you have a winner, test something else. Over time, these small improvements compound into significantly better results.

The Bottom Line

Google Ads can be a powerful way to grow your business—but only if your campaigns are set up and managed correctly. If you recognized any of these five warning signs in your own account, you now know exactly what to fix.

To recap:

• Check your search terms and add negative keywords

• Improve your CTR with better ad copy

• Set up proper conversion tracking

• Match your landing pages to your ads

• Test and optimize continuously

Not sure if your Google Ads are working? We offer a free 15-minute consultation to review your account and identify quick wins. No pressure, no sales pitch—just honest feedback on what's working and what isn't.

Book your free consultation: https://www.dltechgroup.com/booking-calendar/free-15-minute-consultation