The common paid search advertising mistakes hurting your ROI

According to a recent SparkToro study, 59.7% of Google searches now end with zero clicks – evidence of a growing disconnect in the customer journey.

In practice, many users either get their answer directly on the results page or leave without visiting a site. For brands investing in paid search, this means fewer opportunities to promote brand value and increased competition for search engine results page (SERP) real estate – both of which put pressure on ROI.

To help you safeguard performance, this article highlights nine common paid search advertising mistakes – and how to fix them – so you can make every impression and click count.

9 common paid search advertising mistakes

Mistakes in paid search advertising affect organisations of all sizes, from emerging start-up brands to large enterprises.

This guide spotlights nine common pitfalls, why they happen, and quick fixes to stabilise costs, lift conversion rates, and drive confident growth.

1. Failing to monitor and analyse ad performance

One key benefit of paid search advertising over traditional marketing is the extensive data available to measure results.

However, many organisations do not review their metrics regularly or focus on the correct performance indicators. Without consistent monitoring and analysis, you essentially run campaigns in the dark.

How to avoid this mistake:

Regularly review ad performance. *Pro tip: check daily for anomalies, weekly for optimisation, and monthly for strategy*
Track key performance indicators in Google Analytics 4 (GA4) alongside Google Ads: impressions, clicks, click‑through rate (CTR), cost per click (CPC), conversion rate (CVR), cost per acquisition (CPA), and return on ad spend (ROAS).
Use GA4’s tools to diagnose and enhance performance: utilise Explorations for funnel/path analysis, review Attribution for assisted impact, and create Audiences to segment by behaviour and intent.

By consistently reviewing performance and applying GA4 insights, you can identify issues early and steadily improve results and ROI.

2. Misalignment with search intent

Paid search marketing works best when keywords, ad copy and landing pages match the user’s intent. Many organisations target broad or vague terms, creating a disconnect between the query, the message and the destination page.

This misalignment decreases relevance, increases costs and lowers conversion rates.

How to avoid this mistake:

Map keywords to user intent by categorising terms as informational, commercial or transactional, and organise campaigns or ad groups accordingly so that messaging reflects the customer’s journey stage.
Maintain consistency in wording from the search query to the ad and landing page. Repeat key phrases and value points in headlines and on-page copy, and include a clear call to action that aligns with the user’s intent.
Use Microsoft Clarity heatmaps to identify where users click, how far they scroll and where they move their mouse – helping to spot UX issues.

Aligning targeted messaging with observed user behaviour boosts relevance, reduces unnecessary ad spend and facilitates smoother customer conversions.

3. Overusing broad match without safeguards

Broad match is a keyword setting that allows Google to match your ads with a wide array of related searches – not just the ones you bid on.

While this feature is useful for capturing diverse phrasing and discovering new queries, without proper controls, it can match irrelevant intent, increasing costs and lowering efficiency.

How to avoid this mistake:

Start with exact and phrase match for core terms and add broad match later only after performance is stable.
Monitor search term reports regularly to exclude poor matches and build new ad groups from strong emerging themes.
Validate in GA4 by comparing engagement and conversion metrics for broad versus exact/phrase to confirm traffic quality.

With the right safeguards, broad match can effectively extend reach and uncover new opportunities – once your exact and phrase match coverage is fully in place.

4. Suboptimal bidding strategy

Many businesses undermine ad performance by choosing the wrong bidding strategy and switching approaches too often, disrupting learning and wasting ad spend.

Manual CPC (cost‑per‑click) is a bidding strategy where businesses set the maximum amount they are willing to pay for each click. Although this offers granular control, it can react slowly to auction changes and user intent signals compared with automated strategies.

Automated bidding, on the other hand, relies on accurate conversion data and stability to learn and perform well. When either is misused, it leads to missed targets and inefficient use of budget.

How to avoid this mistake:

Respect learning periods. During this time, allow 7–14 days for strategies to stabilise and avoid major edits related to budgets and targets.
Use Google Ads Experiments: Test different bidding strategies or bid adjustments to see which performs better for your specific goal.
Set realistic targets. Instead of setting aggressive and unrealistic benchmarks, base tCPA/tROAS goals on recent, sustainable performance.

Aligning your bid strategy to clear goals, allowing stable learning, and testing methodically creates the conditions for steady delivery and more predictable ROI.

5. Insufficient use of ad creative and extensions

Weak ad copy and missing assets restrict brand visibility on competitive SERPs.

Businesses lose clicks to better-positioned competitors if ads do not clearly communicate value or utilise available extensions (sitelinks, callouts, images, etc).

How to avoid this mistake:

Align creative with intent: customise headlines and descriptions to the query type – informational versus transactional – and mirror key phrases on the landing page.
Optimise for mobile: write concise, scannable copy, ensure images render well, and prioritise assets (e.g., call, location) that support on-the-go actions.
Keep creatives updated. *Pro-tip: Rotate messaging to match seasonality, campaigns, and offers; retire underperforming assets and introduce new variants.*

Optimising ad creative quality and fully leveraging extensions will increase visibility and enhance overall efficiency across competitive SERPs.

6. Poor landing page experience

Well-targeted ads can still underperform if the landing page is slow or not aligned with the ad.

When there is a disconnect between the message that prompted the click and what users see next, frustration sets in: pages that load in over 3 seconds can increase bounce rates, mismatched headlines reduce trust, and cluttered layouts hide the primary action.

How to avoid this mistake:

Maintain continuity: Repeat key phrases and value points from the ad. Keep the hero area focused with a strong headline and the next step above the fold.
Track post‑click metrics: In GA4, monitor engaged sessions, scroll depth, form interactions and conversion rates to prioritise fixes.
Optimise for search intent: Create dedicated landing pages for each keyword/theme and match the user’s stage (awareness, consideration, decision).

Keep your ad’s promise and craft every part of the landing page to smoothly guide the visitor to the next action. To find out more about UX & UI design click here.

7. Ignoring brand protection

Neglecting brand protection can lead to competitors, resellers and malicious actors hijacking your traffic by bidding on your branded terms, creating counterfeit listings and impersonating sites.

How to avoid this mistake:

Enforce trademarks on advertising platforms: Submit trademark protections on Google Ads and Microsoft Ads, and file infringement complaints for misuse of headlines, descriptions, and display URLS.
Secure your website and communications: Purchase common misspellings of your domain to prevent others from using them, and set up email security to stop scammers from pretending to be you.
Set alerts and dashboards: Monitor for sudden increases in CPC, drops in impression share, decreases in CTR, or unusual new search terms, and investigate immediately if any of these occur.

Own your brand wherever it appears. Defend your name, swiftly remove impersonators and maintain consistent messaging to safeguard trust and enhance ad performance.

8. Insufficient use of exclusion filters

Exclusion filters are straightforward rules that specify where your ads should not appear. The two main types are:

Negative keywords: Words that prevent your ad from showing on certain searches.
Placement exclusions: Locations that stop your ad from appearing on specific websites, apps, or content categories.

Without these filters, your ads might show in the wrong places and to the wrong audiences, wasting budget and lowering performance.

For instance, if you sell new premium sofas only in Manchester, you can exclude terms like ‘used,’ ‘cheap,’ and other cities such as ‘London.’ You can also block kids’ gaming apps or low-quality websites where your audience is unlikely to convert.

How to avoid this mistake:

Set clear do‑not‑show rules: List searches and placements that don’t match your offer or audience. Start with obvious blockers like ‘free,’ ‘cheap,’ ‘jobs,’ ‘tutorial,’ ‘used,’ and regions you don’t serve.
Keep a simple log of exclusions and revisit it monthly to add new ones or remove those that are too restrictive.
Test and adjust, don’t overblock: Observe performance after applying exclusions. Roll back or modify filters if volumes dip too much or relevant traffic gets blocked.

Properly maintained exclusion filters help prevent your ads from appearing in unsuitable searches and placements, ensuring your budget focuses on the right audience and boosting relevance and ROI.

9. Poor budget allocation and pacing

Distributing budget evenly or using “set-and-forget” monthly caps can starve high-performing campaigns while overspending on low-impact ones. End-of-month surges also inflate CPCs.

How to avoid this mistake:

Prioritise by impact: Fund campaigns and keywords with proven ROAS/LTV and strategic value; cap or pause low performers.
Pace weekly, not just monthly: Use shared budgets, pacing alerts, and in-platform recommendations to prevent mid-month throttling or end-of-month spikes.
Align with demand patterns: Adjust budget by day, hour, and location based on performance and seasonality; employ portfolio bid strategies where suitable.

Smart pacing directs spend to where it performs best, stabilising CPA/ROAS throughout the month.

Why are paid search ads important?

Paid adverts are promotional content that brands pay to display to target audiences. Unlike earned media, which relies on organic traffic, paid search marketing offers you control over who sees your message, where it appears and when.

Why paid ads matter:

Enhanced visibility: Paid search ads can position your brand at the top of Google for key queries, even if your website hasn’t ranked there yet. Using ad assets like sitelinks, callouts, and images makes your listing more eye-catching and encourages more clicks.
Scalable growth: You can quickly adjust budgets, add new keyword themes, and expand into new locations or audiences as your goals evolve. This flexibility allows you to grow your reach without waiting months for organic improvements.
Immediate results: Campaigns can go live swiftly and start generating visits, enquiries, and sales on the same day. This makes paid search ideal for time-sensitive initiatives such as product launches and seasonal promotions.
Measurable performance: With SEO tracking tools like Semrush, you can see exactly how many impressions, clicks, leads, and sales your ads generate. Clear reporting helps you understand ROI and make data-driven decisions about where to invest.
Targeted reach: Combine keyword targeting with audience signals such as location, device, demographics, and remarketing lists to reach people most likely to convert. This focus reduces wasted spend and boosts efficiency.
Brand protection: Bid on your brand terms and priority categories to secure prominent SERP placement, prevent competitor takeovers, and capture high‑intent demand that might otherwise be lost.

Ad Type	Description
Search ads	Text advertisements that appear on SERPs in response to specific keyword queries. They capture high‑intent demand when users are actively searching on Google or Bing.
Display ads	Visual banner and in‑content ad formats run across websites and apps via ad networks. They build awareness, extend reach and support retargeting with creative variety and contextual/audience targeting.
Social media ads	Paid placements on platforms such as Facebook, Instagram, LinkedIn, X and TikTok use advanced audience targeting and a range of ad formats to drive awareness, traffic and lead generation.
Video ads	Short‑form video placements across YouTube, TikTok, streaming services and social feeds. This format dominates engagement and reach, so concise, high‑impact creatives are essential. Video ads are ideal for storytelling, product demonstrations and driving interaction with video‑first audiences.
Remarketing/retargeting	Ads are delivered to users who previously visited your site or engaged with your app or content. They re‑engage warm audiences to improve conversion rates and customer value.
Local ads	Location‑focused formats that promote nearby outlets. They are optimised to drive calls, directions, bookings and in‑store visits from local searchers.

Ready to partner with a paid search agency but unsure where to start? Book a free consultation with us today, and let’s explore how we can optimise your campaigns to increase efficiency and boost conversions.