Introduction

Running PPC campaigns for multiple clients can be tricky. One wrong move, and your clients’ budgets can get drained fast—leaving you scrambling for answers.

But don’t worry! If you’ve ever struggled with high CPCs, low conversions, or wasted ad spend, you’re not alone. Many agencies make the same common PPC mistakes. The good news? They’re all fixable.

In this post, I’ll walk you through six of the biggest PPC mistakes agencies make—and exactly how to avoid them to get better results for your clients.

PPC Mistake #1: Targeting the Wrong Audience & Using Broad Keywords

The Problem: Running ads with broad-match keywords or generic targeting can bring in traffic that never converts—wasting ad spend fast.

✅ How to Fix It:

  • Use smarter keyword match types – Instead of broad match, start with Phrase Match + Exact Match to filter out irrelevant clicks.
  • Add negative keywords – Check the Search Term Report and remove keywords that bring in low-quality traffic.
  • Refine audience targeting – Use Custom Audiences, Lookalikes, and Retargeting to reach people who are actually interested in what you’re advertising.

Example:
Instead of bidding on “running shoes”, use Exact Match for “buy Nike running shoes online”. This targets people ready to buy, not just browsing.

PPC Mistake #2: Chasing Clicks Instead of Conversions

The Problem: A high CTR (Click-Through Rate) looks great, but if those clicks don’t turn into sales or leads, what’s the point?

✅ How to Fix It:

  • Focus on conversion-driven metrics – Instead of just tracking clicks, measure Cost per Acquisition (CPA), Conversion Rate (CVR), and ROAS (Return on Ad Spend).
  • Make sure tracking is set up correctly – Use Google Tag Manager + GA4 to track form submissions, purchases, and phone calls.
  • Improve your landing pages – Your ad should match the landing page message and CTA so visitors know exactly what to do next.

Example:
A campaign with a 10% CTR but only a 1% conversion rate is worse than one with a 4% CTR and a 5% conversion rate. Why? Because the second one actually brings in paying customers!

PPC Mistake #3: Running Messy, Unstructured Campaigns

The Problem: If your campaigns are disorganized—mixing different keywords, audiences, and goals—it’s impossible to optimize them properly.

✅ How to Fix It:

  • Segment campaigns by intent – Separate Branded vs. Non-Branded, Prospecting vs. Retargeting, and Search vs. Display Ads.
  • Use tighter keyword groupings – Instead of dumping all your keywords into one ad group, use Single-Keyword Ad Groups (SKAGs) for better control.
  • Leverage Performance Max wisely – Don’t rely on automation alone—make sure it’s trained with the right exclusions and audience signals.

Example:
Instead of one generic campaign for “Running Shoes”, split it into:

  • Search Ads: Nike Running Shoes – Exact Match
  • Retargeting: Display Ads for people who visited but didn’t buy
  • Shopping Ads: Nike Running Shoes – Product Feed

 

PPC Mistake #4: Letting Google Control Bidding Without Proper Input

The Problem: Smart Bidding can be helpful, but if you just set it and forget it, your budget can disappear fast.

✅ How to Fix It:

  • Train Smart Bidding – Make sure your campaign has at least 30+ conversions per month before switching to automated bidding.
  • Use bid adjustments – Adjust bids based on location, device, and time of day for better efficiency.
  • Keep an eye on search terms – Google’s automation isn’t perfect—regularly review search term reports to avoid bidding on useless queries.

Example:
Instead of immediately using Maximize Conversions, start with Manual CPC, gather data, then switch to Target CPA once you have enough conversion history.

PPC Mistake #5: Not Testing Ads & Creatives Enough

The Problem: Running the same ads for months without testing new variations leads to ad fatigue and lower performance.

✅ How to Fix It:

  • Test different ad formats – Compare Responsive Search Ads (RSAs) vs. Expanded Text Ads (ETAs) to see what works best.
  • A/B test headlines and CTAs – Run experiments to see which message resonates most.
  • Refresh creatives every 4-6 weeks – Even the best-performing ads lose effectiveness over time.

Example:

  • Ad A: “Get 20% Off Running Shoes – Buy Now!”
  • Ad B: “Best Nike Running Shoes – Free Shipping!”

Results: Ad B performed 15% better because it highlighted free shipping instead of a discount.

PPC Mistake #6: Wasting Budget on the Wrong Campaigns

The Problem: Many agencies spread budgets too thin or keep funding underperforming campaigns instead of shifting money where it works.

✅ How to Fix It:

  • Prioritize top-performing campaigns – Identify which campaigns bring in the best ROI and allocate more budget to them.
  • Watch Cost Per Conversion trends – If CPCs go up but conversions drop, it’s time to shift budget.
  • Plan for seasonal changes – Adjust bids and budgets during peak seasons when customers are more likely to buy.

Example:
An eCommerce store selling sunglasses should increase budget during summer months and scale down in winter.

Final Thoughts

Fixing these common PPC mistakes can dramatically improve ad performance, reduce wasted spend, and keep your clients happy.

Need help optimizing your PPC campaigns?

If you’re tired of dealing with high CPCs, low conversions, and wasted ad spend, let’s chat. I help agencies fine-tune their PPC strategy and get better results.

Book a Free PPC Audit or Let’s Talk PPC