Google Ads can be one of the fastest ways to generate qualified leads — or one of the fastest ways to waste money. The difference comes down to how tightly the account is managed.
Negative keywords are your best friend
Without a well-maintained negative keyword list, your ads show for searches that will never convert. Reviewing your search terms report regularly and excluding irrelevant queries is one of the quickest ways to cut wasted spend.
Common sources of wasted spend
- Broad match keywords running without close supervision
- No conversion tracking, so you cannot tell which clicks pay off
- Sending paid traffic to a slow or generic page
- Bidding on terms with no real buying intent
Track what matters
You cannot optimise what you cannot measure. With proper conversion tracking in place, you can shift budget toward the campaigns and keywords that actually generate enquiries — and switch off the ones that do not.