Google Ads 7 min read January 15, 2026 Karolina Nowak Senior Google Ads Specialist
Introduction
Google Ads is one of the most powerful performance marketing tools. After auditing over 200 accounts, we identified the 5 most common mistakes.
Mistake 1: Too broad keyword matching
Broad match without proper negatives causes impressions on unrelated queries. Clients save 20-30% of budget after proper configuration.
Mistake 2: Not optimizing landing pages
A great ad to a weak page is wasted budget. Improving QS from 5 to 8 reduces CPC by up to 37%.
Mistake 3: Ignoring negative keywords
Without regularly adding negatives, campaigns show on irrelevant queries. Good negative management reduces CPA by 15-25%.
Mistake 4: Not testing ads
Systematic testing increases CTR by 25-40%.
Mistake 5: No retargeting integration
Combining Google Ads with retargeting delivers 40-60% increase in total ROAS.
Summary
These 5 mistakes are found on most audited accounts. Each one can be fixed.