10 common mistakes (and fixes)

Patterns we see over and over. Avoid these and your first campaign will outperform 80% of beginner campaigns.

Triple-narrow targeting

Problem

Setting Geo = single ZIP, Topic = one tiny category, AND specific keywords. Too narrow — zero impressions.

Fix

Pick ONE dimension to narrow. Leave the other two broad. Add narrowing only if budget over-delivers.

$10 budget with $50 daily cap

Problem

Funded $10 but set the daily budget to $50. Campaign pauses on day one when balance hits zero.

Fix

Match daily budget to what you can fund for at least 5 days. $10 funded → $2/day budget.

Vague headlines

Problem

"Quality plumbing services" or "the best in town." Every competitor says it. Reader skips.

Fix

Lead with a number, a guarantee, or a specific benefit. "Free quote in 60 seconds." Concrete.

Bid + budget + targeting all changed at once

Problem

Performance shifted but you don't know which change caused it.

Fix

One variable per iteration. Wait at least 100 clicks between changes to see the effect.

Banner format for direct response

Problem

Running a Skyscraper or Billboard hoping for clicks. Banner formats are about brand visibility, not clicks.

Fix

For leads/calls/sales, use Native or Search Text. Banner formats are CPM brand plays.

Destination URL doesn't match the ad

Problem

Ad promises "free quote in 60 seconds" but click sends to a generic homepage with no quote form. Bounce.

Fix

Build (or pick) a landing page that delivers on the ad's promise. Form should be visible above the fold.

Pausing too early

Problem

Pausing after 200 impressions because the CTR is 0.4%. Statistical noise — you have no real data yet.

Fix

Wait for 1,000 impressions or 50 clicks before deciding to keep, kill, or change.

Running CPM with no targeting

Problem

Buying impressions across the entire network with no audience filter. Most are wasted.

Fix

CPM only with strong topic AND geo targeting. Otherwise switch to CPC.

One headline for an entire week

Problem

Submitting one ad with one headline. No way to tell if a different angle would work better.

Fix

Submit 3 headline variations + 2 description variations in the same campaign. Let the auction find the winner.

#10

Ignoring the suggested bid range

Problem

Setting a $5 CPC when the suggested range is $0.80–$1.50. Burning money.

Fix

Bid in the middle of the suggested range to start. Adjust based on real performance after a week.