5 Google Ads Mistakes Aussie Businesses Still Make

What are the most common Google Ads mistakes that cost Australian businesses thousands? From poor targeting to underutilised features, most campaigns fail due to easily avoidable errors. 

In this post, we’ll walk through 5 of the most damaging Google Ads mistakes we see every week, and exactly how you can fix them. If you’re running ads and not seeing the ROI you expected, this article is for you.

1. Ignoring Keyword Match Types

One of the most overlooked Google Ads mistakes is using broad match keywords by default. While broad match can bring in traffic, it often attracts low-quality clicks from users who aren’t ready to buy, or worse, not even looking for what you offer.

For example, if you’re targeting “plumber Sydney” with a broad match, your ad could show for searches like “plumbing courses” or “how to fix a sink myself.” These clicks cost you money without real conversion potential.

What to do instead: Use ‘phrase’ and [exact match] types, and monitor your search terms report weekly to weed out irrelevant queries.

2. Letting Smart Bidding Run Wild (Without Strategy)

Smart Bidding sounds great in theory (and it can be) but relying on it blindly is another major Google Ads mistake. We’ve seen businesses turn on automated bidding without understanding how it works, leading to overspending and inconsistent performance.

Google’s algorithm needs clear conversion data and a well-structured campaign to optimise bids effectively. If your tracking isn’t set up properly, or your goals aren’t clearly defined, Smart Bidding won’t save your campaign, it’ll wreck your budget.

Want to understand Smart Bidding better before using it? Read Google’s own guide to Smart Bidding strategies for a deeper dive into how it works.

3. Weak or Missing Conversion Tracking

If you’re not tracking your conversions correctly, you’re basically flying blind, and that’s one of the costliest Google Ads mistakes of all.

Many Aussie businesses think setting up a campaign is enough. But if you’re not measuring what actually leads to sales, enquiries or calls, you’re throwing money at a wall and hoping it sticks.

At a minimum, you should be tracking:

• Contact form submissions
• Phone calls
• Purchases
• Key actions (like quote requests)
  

Fix it: Use Google Tag Manager or GA4 to accurately track these goals and feed better data back into your campaign.

4. No Local Targeting Strategy

This mistake hits small businesses the hardest. If you’re a plumber in Brisbane or a physio in Melbourne, you don’t want to pay for clicks from Perth or Hobart. Many campaigns are set to target “Australia” by default. That’s fine if you’re a national brand, but most service-based businesses aren’t.

Use geographic targeting to narrow your focus to:

• Your specific suburb or city (e.g., Google Ads management Melbourne)
• A radius around your business location
• Locations where your ideal clients live and work
  

Getting more local means better leads and less wasted spend.

5. Weak Landing Pages

Your ads might be great, but if your landing page doesn’t deliver, your campaign is dead in the water.

Common issues:

• Slow page load speeds
• Confusing navigation
• No clear call-to-action
• Generic content that doesn’t match the ad
  

Imagine clicking an ad for “emergency electrician Brisbane” and landing on a generic homepage that doesn’t mention emergencies. You’d bounce instantly, and that’s another wasted click.

Solution: Make sure your landing pages match the intent of your ads, are mobile-friendly, and clearly guide users to convert.

Google Ads Management Sydney / Brisbane / Melbourne, etc? 

We’re Here When You’re Ready

Let’s be real: Google Ads is powerful, but it’s not set-and-forget. The difference between profit and loss often comes down to a few strategic decisions.

If you’ve searched for something like “Google Ads management Perth” or “how to fix my ads”. stop wasting time and money. At Marketing Together, we help Aussie businesses get real results with smarter campaigns and no fluff.

• We optimise what’s not working
• We fix tracking, bidding, targeting and more
• We actually care about your ROI

Let’s Fix Your Google Ads, Together

You don’t have to settle for mediocre results or throw more money at broken campaigns. Whether you’re struggling with your current ads or starting from scratch, we can help you avoid the mistakes above and a dozen more you haven’t run into yet.

👉 Book a free strategy call with our team and let’s get your ads converting like they should.

Contact Us Now at Marketing Together.