5 Things That Can Sink a Google Ads Campaign (That Have Nothing to Do with Google Ads)
Introduction
Over the years I’ve worked with hundreds of Small Businesses and Owners. And 50% of these owners stopped running their ads after 1 or 2 months and not always because of Google Ads settings. Google Ads is powerful—but it’s not magic. You can have the best campaign setup, laser-focused keywords, and a solid bidding strategy, yet still watch your performance (and budget) tank. Why? Because sometimes, the problem lies beyond the ads themselves.
Here are five common pitfalls outside of Google Ads that can silently sabotage your campaign’s success—and what to do about them.
1. Poor Landing Page Experience
A click is just the start. If your landing page loads slowly, looks outdated, or isn't optimized for mobile, users will bounce before they convert. Even worse, Google may penalize your Quality Score, making clicks more expensive. I worked with a client that had a single page landing page that was bloated with text. They thought this will help with their organic ranking but it actually hampered both their paid and organic performance.
Fix it:
Ensure your site loads in under 3 seconds.
Use clear, benefit-driven headlines.
Keep forms short and focused.
Design mobile-first. Majority (90%+) of conversions/leads are through mobile devices however, don’t discount desktops and tablets especially if you’re targeting an older demographic (40+).
2. Weak Offer or No Value Proposition
Are you saying the same thing as every other competitor? “Great service” and “affordable pricing” won’t cut it anymore. If your offer isn't compelling, users won’t take action—no matter how well you target them. Working with numerous Plumbers in past, they failed to realise that they had significant competition especially within metro areas. Plumbers or ‘tradies’ that can offer ‘Free Callouts’ or an added value item or service stands out amongst the crowd. You’re going to pay $30+ CPC, why wouldn’t you want to make every eyeball into a lead?
Fix it:
Highlight what makes your business unique.
Create limited-time or exclusive offers.
Focus on solving a specific customer pain point.
3. Lack of Social Proof or Trust Signals
Online users are skeptical. If they don’t see testimonials, reviews, certifications, or guarantees, they hesitate. Even if your ad is convincing, the absence of credibility indicators can kill conversions. I always recommend my clients to utilise their reviews and goodwill they have with their audience. Put it into your landing page in big readable format.
Another area that helps build trust with users is using real images. In this day and age with AI and stock images, it is the easy way out to use these tools. While some are useful don’t overdo it. Instead, add your images that you’ve taken for social media or your profile picture to sell YOU.
Fix it:
Display real reviews and ratings clearly.
Include trust badges or security icons.
Add photos or videos of happy real customers.
4. No Clear Call-To-Action (CTA)
You got the click, but now what? If your landing page is vague or doesn’t guide users toward a next step, they’ll leave. Every campaign needs a focused CTA that makes the user’s next action obvious.
Fix it:
Use one strong CTA per page (“Get My Quote,” “Book a Demo”).
Make your CTA visually prominent and easy to find.
5. Not Aligning Messaging Across the Funnel
If your ad promises one thing and your landing page delivers another, users will feel misled. Consistency in tone, offer, and intent is critical to maintaining trust—and conversions.
Fix it:
Align headlines and keywords between ad and landing page.
Repeat value propositions in both ad and landing copy.
Make the user journey feel seamless.
Conclusion
Google Ads can drive traffic, but it can’t fix a broken funnel. If your conversions are low despite strong click-through rates, it’s time to zoom out. Often, the solution isn’t just in your ads—it’s in your entire digital experience.
