Why Google ads waste your budget: the main causes
Most often the budget disappears because of irrelevant search terms, wrong location settings, no lead tracking or a page that doesn't persuade people to leave a request.
Irrelevant searches
Ads appear to people searching for "DIY", "free" or "jobs". The solution: regularly read the search terms report and add negative keywords.
Wrong location settings
The "Presence or interest" setting shows ads to people outside your service area. Local services usually need "Presence" only.
No lead tracking
If conversions aren't set up or are counted twice, automated strategies learn from the wrong data.
The website doesn't convince
A person comes from an ad but doesn't see prices, benefits or a convenient form. It's worth checking the page before launch.
What to do
If your ads are already running, start with an account audit: it will show exactly where the money goes.
- The most common cause is irrelevant search terms
- Local services need the "Presence" location setting
- Without lead tracking, strategies learn from mistakes
Updated 9 November 2026
Need help with advertising?
You can start with "Account audit". Write to me and I'll suggest what suits you best.
Contact meRead also
How people find services through ChatGPT and what it means for business
Some clients already ask ChatGPT who to turn to. The AI relies on what's written about you online, so a clear website with specifics now works both for search and for these recommendations. Google Search remains the main source of leads.
Choosing a specialistWhen a freelance Google Ads specialist is a better fit than an agency
A freelance specialist usually suits small and medium businesses with one or two ad channels: you talk directly to the person running the account and pay for one role rather than several. An agency makes sense when you need a team across several areas or cover during absences.
Google Ads updatesNew Google Ads settings in autumn 2026: what to watch
In autumn 2026 Google Ads added automatic promotions pulled from websites and new channel priority settings. Some changes switch on without your involvement, so it's worth checking your account.