Pay-per-click (PPC) advertising changed the game when Google introduced AdWords in 2000.

With over one billion daily searches, it’s no wonder that Google Ads are quickly becoming the most popular platform for advertisers.

Google’s reported ad revenue in 2018 was over $116,000,000, but they’re not the only ones making money.

Google Ads are a powerful tool for generating revenue. For many advertisers and business owners, it’s one of the most significant aspects of their advertising efforts!

Google Adwords is a complicated system with plenty of features, types, and targeting methods that have been added over time.

After reading this blog, you will know what not to do when launching your first Pay-per-click campaign. Avoiding common mistakes and problems can make all the difference in getting a successful advertising initiative off of its feet!

1. Not having specific goals

When you start a Pay-per-click campaign, ask yourself what your goal is. Is it to simply get more leads? Or do you have higher aspirations for the business and hope this will help with conversion rates on future sales?”

At the end of your sales process, what do you want? More leads or more revenue for sure. But let’s think about it deeper.

At this point in time—right after we get our new clients on board with us and they start using whatever service/product that will help them grow their business–we should be thinking “how can I make life easier and increase my chances of turning those users into paying customers.”

If you’re in the service industry, then it’s likely that your target customers will have specific needs and desires. What keywords might they use to find what they need?

You need to take into account what you’re willing and able to spend on leads. Are there any discounts for large volumes of work? 

How much revenue does an average job make in your industry, versus another type that might be more profitable but requires less time from me (i.e., consulting)?

Well, that depends on how much time and money you’re willing to spend while figuring out what works for YOU.

To make sure you’re always working towards a worthwhile goal, it’s important that your campaign has specific and measurable goals. This way, we can analyze how successful or not our efforts were in achieving them!

2. Not tracking goals

Having objectives and tracking them are two separate things.

With the help of our new lead generation system, you can now see how many leads are coming in. It’s easy to see what your current close rate is and make sure it doesn’t affect future results!

Without accurate data, it’s impossible to tell if your campaign is performing well or poorly.

The phone calls coming into your business and the form submissions on our website give us valuable insight into what customers want.

Conversion tracking is an important aspect of marketing because it provides metrics on how your campaign performed. 

This can help you make informed decisions about future campaigns and ensure the success rate for each one!

If you want to be successful in your campaign, then it’s important that the person you contact is actually someone who can do so. 

You need their contact information and where they came from because success depends on this info!

3. Not knowing customer lifetime value

Many business owners don’t realize how valuable customers and leads are to their company.

It is important to use real numbers when tracking your campaign’s progress. 

If you aren’t able to track everything, we recommend using an average value that can still give a good idea of how things are going for you in terms of revenue or leads generated over time with this particular marketing approach.

Knowing your customer’s lifetime value is the key to knowing if you’re getting an acceptable ROAS.

Track the progress of your Pay-per-click lead through the funnel to see if they made a purchase. Keep an eye on how much value you were able to provide them with, as well as profitability!

4. Not optimizing the content

Pay-per-click is the type of advertising that requires constant attention and maintenance.

The internet is a constantly evolving space, so it’s important to stay on top of the latest trends in order for your business’s online presence not only to survive but thrive.

The optimization process is an ongoing one and the changes you make to your campaigns will change how they operate.

Monitoring the progress of your campaign is important. You should check in on how well it’s going every few days or weeks and make any adjustments necessary to keep things moving smoothly!

5. Trying to do much

New Pay-per-click executives frequently run into the issue of trying to bid on every search, even ones that might not be quite related to their company.

You don’t want to spend $500 to market a $50 service, after all.

The best way to find the perfect keywords for your business is by focusing on what you want. 

If a specific part of it seems underperforming, search out words related specifically to those topics and phrases so that customers can easily navigate their way through your site or app!

For example, don’t feel like you need to go after every single type of keyword that someone might search for or every aspect of your business.

Less is more, especially in Pay-per-click . It’s better to have a small group of great keywords rather than thousands where only one or two get traffic and/or conversions.

You don’t want to keep digging yourself deeper and wider.

Keyword targeting is a huge factor in campaign performance. 

You can get more bang for your buck if you focus on keywords with high purchase intent, as opposed to just researching products or services beforehand and then hoping people buy them later down the line once they’re ready!

You can also use targeting to reach people who are researching, but if your budget is limited you should focus on only keywords with high purchase intent.

6. Having a bad website

When running a Pay-per-click campaign, the one thing you should be focused on is your keywords and ad copy.

If you don’t get enough conversions from your website, then how is it even worth paying for traffic?

You can set up your website so that it loads quickly, looks good, and performs well. This will help you capture more visitors to the site as well as convert those who are on pages 1 of 3 into buyers!

A website is the foundation of any digital campaign. It’s not just about getting more leads, it’s also important to have a good-looking site so people know where they’re going and what you offer!

7. Quitting too early

It’s like getting hot water from a faucet. The first few seconds are crucial in determining whether or not your campaign will be successful, so don’t turn on Pay-per-click without thinking through how you’ll make it heat up quickly!

Pay-per-click requires an experimenting spirit; you need to try different things in order to see what works for your brand.

Keywords are one of the most important factors when deciding what content to create, but it’s not always easy knowing which ones will be top performers.

Give your Pay-per-click campaign time to gather and collect the data you need in order for it to be optimized. Stick with what works by trusting that process!

Don’t give up on your goals yet! We know how hard it is to stay motivated when the going gets tough, so call us today for help.

8. Making technical topic

We could go on and give you a list of technical mistakes that first-timers make with their Pay-per-click campaigns. (That subject alone might make a complete article!)

In our years of experience, we’ve learned a lot about how to make your ads as effective and profitable for you. Avoiding mistakes will result in better campaigns that return more value than what was invested!

Consider the following:

  • Do you understand the distinctions between exact, broad, and phrase matches?
  • Are you familiar with the various ad extensions and how to use them.
  • Are you aware of the most effective advertising types?
  • Do you have any experience setting up live chat bots, dynamic call tracking numbers, or conversion tracking?
  • Are you aware of the best keywords to bid on, how much to bid, how to attract searchers to your site after they leave, and how to remarket to them?
  • Are you throwing money away on your campaign without even realizing it?

If you answered no to one or more of the questions above, don’t feel too down on yourself.

The Google Ads platform is always changing and evolving, with new features being introduced at a rapid pace. This means that even experienced professionals need to keep up-to-date.

9. Trying to do yourself

Google Ads might be a lot of fun, but there’s no getting around the cost. Anything you do wrong will come with an expensive price tag attached.

If you really want to get the most out of your Google Ads campaign, it’s best not just teach yourself but rather work closely with an experienced professional who can help manage these campaigns on a daily basis and whose time is more accessible.

Pay-per-click campaigns are a great way to bring in new customers, but it’s important not make the common mistakes that lead people away from your site.


We’re here to help! If you need some advice or guidance on your Pay-per-click campaign, give us a call. We’ve got everything covered in our digital marketing guide.

We’re always available to lend a helping hand, so don’t be afraid that you’ll waste money. Get in touch if there’s anything we can do for your campaign! Pay-per-click