Key Takeaways
- 80% of wasted spend comes from 3 mistakes: no negatives, no tracking, wrong landing page.
- Weekly optimization compounds — set-and-forget destroys ROAS.
- PMax is powerful but needs the right feed and creative to work.
The 12 costly mistakes
- 1. Broad match without negative keywords
- 2. Sending all traffic to the homepage
- 3. No conversion tracking
- 4. Ignoring search terms report
- 5. One ad group with everything crammed in
- 6. Weak or missing ad extensions
- 7. No audience layering
- 8. Wrong campaign objective for the goal
- 9. No mobile-specific bid strategy
- 10. Ignoring Quality Score
- 11. Set-and-forget — no weekly optimization
- 12. Not testing PMax against Search campaigns
The fix — weekly optimization ritual
Every Monday: pull search terms, add negatives, pause losers, scale winners, refresh 1 ad per ad group, review Quality Score, and check landing pages.
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Frequently asked questions
How much can I save by fixing these mistakes?
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How much can I save by fixing these mistakes?
+Most accounts we audit cut wasted spend by 30-50% within 60 days — while lifting conversions.
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