Why Your Google Ads Might Be Burning Cash (And How to Turn That Around)

If your Google Ads bill makes you wince every month—and you’re not seeing much in return—you’re not alone. Running paid search ads without a strong strategy is like handing over your credit card to a slot machine. You might get lucky, but odds are, you're just burning through your budget. The good news? Most Google Ads campaigns don’t fail because Google doesn’t work. They fail because of avoidable mistakes.

Here’s a look at the most common missteps, and what to do instead if you want your ads to actually deliver results.

Mistake #1: Bidding on Broad Keywords

Casting a wide net with broad keywords like “shoes” or “insurance” might seem like a good way to get traffic, but it’s also the fastest way to spend a fortune on unqualified clicks. Not only are these terms incredibly competitive (and expensive), but they’re also vague. Someone searching “shoes” could be looking for stilettos, running sneakers, or just browsing for fun.

Fix it: Focus on long-tail, intent-driven keywords like “best women’s trail running shoes” or “affordable business liability insurance in PA.” These are more specific, cheaper to bid on, and more likely to convert.

Mistake #2: Ignoring Negative Keywords

If you're not actively building out a negative keyword list, you’re probably paying for clicks from people who were never going to buy in the first place. A shoe company advertising “trail running shoes” probably doesn’t want to show up when someone searches “free running shoes giveaway.”

Fix it: Regularly review your search terms report and weed out irrelevant traffic by adding negative keywords. This helps your ads reach only the people who are actually in the market for what you offer.

Mistake #3: Weak Ad Copy

It doesn’t matter how good your product is—if your ad copy is dull, unclear, or irrelevant, people will scroll right past it. Generic headlines like “Click Here” or “We’re the Best” don’t inspire confidence. Plus, Google rewards ads with high click-through rates by charging less per click. So writing better ads literally saves you money.

Fix it: Write clear, compelling headlines that match the searcher’s intent. Use your limited space to highlight what makes you different. Don’t be afraid to test multiple versions. A/B testing is your best friend.

Mistake #4: Sending Clicks to a Bad Landing Page

Getting the click is only half the battle. If your landing page is slow, confusing, or completely disconnected from your ad, people will bounce and fast. That means you’re paying for traffic that goes nowhere.

Fix it: Make sure your landing pages are tightly aligned with your ads, mobile-friendly, and focused on one clear call-to-action. Don’t send people to your homepage and expect them to dig for what they need.

At Cup O Content, we help businesses take control of their Google Ads with smarter strategies, tighter targeting, and better creative. If you're tired of watching your ad budget vanish without results, we can help you turn things around. Click here to get started.