Most small business Google Ads campaigns fail for the same reasons: poor tracking, broad match keywords, and landing pages that don't match the ad.
Every week we get a call that starts the same way: 'We've spent $5,000 on Google Ads and got nothing.' Almost every time, the spend isn't the problem. Three other things are.
1. You're not tracking conversions properly
If you can't see which clicks became phone calls, form submissions or bookings, Google's algorithm is flying blind - and so are you. Conversion tracking is non-negotiable.
2. Broad match is spending your money on the wrong searches
Broad match keywords let Google match your ad to anything it considers 'related'. That regularly means burning budget on searches that have nothing to do with what you sell. Start with phrase and exact match. Open up later, deliberately.
3. Your landing page contradicts your ad
If the ad says 'Emergency plumber, 30 minute response' and the landing page is your generic homepage, you've already lost. Every campaign needs a page that matches the promise.
Fix those three things and most underperforming accounts become profitable inside a month - on the same budget.
