Top 10 Reasons Why Businesses Fail with Google Ads

  1. They don’t have conversion tracking set up properly

    For ecommerce, this usually means they either don’t have sales conversion tracking set up at all or they have “add to cart” or product page views as a Primary Conversion along with purchases. You only want purchases to be your Primary Conversion with ecommerce with the rare exception.

    For lead gen campaigns this means not tracking offline sales conversions or marketing qualified leads. Also, not tracking all ways a lead can come in via their website.


  2. They don’t have a large enough budget

    These days I recommend setting your daily budget to be a minimum of 20x what the average CPC is for your target keywords. So if the average CPC for your target keywords, in Google Ads Keyword Planner, shows to be around $5 that means you should have a daily budget of at least $100 if not more.

    This is so you can utilize bid strategies like Max Conversions,, Max Conversion Value, Target CPA and Target ROAS. These more advanced bid strategies need more conversion data to be effective which means you need a healthy budget. If you have a low budget you’ll end up getting low click and conversion volume which will mostly restrict you to using more inferior bid strategies like max clicks & manual CPC. These can still get you decent results but typically not as good as the above mentioned bid strategies which require a steady stream of conversion data.


  3. They don’t run ads long enough; wrong expectations

    This usually goes along with a low budget. The business has a low budget and runs ads for say 1-2 months. They may have seen some leads come in but it wasn’t profitable so they stop their campaign.

    With Google Ads, the businesses that can afford to commit to a longer time horizon are the ones who are going to be most successful. Most Google Ad campaigns need 1-3 months before they become profitable. With Google Ads the longer you run the campaign, the more conversion data you accrue, the more efficient & profitable the campaign becomes as you’re able to see which keywords, locations, demographics, audience segments, etc are generating the best results.
    When you run your ads for a short time and stop, you never give it a chance to succeed.


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