3 Common Google Ads Mistakes & How to Combat Them

Here’s The 3 Common Mistakes I covered:
1. Accurately tracking all conversions, both revenue driving and softer conversions
- Uploading customer emails to create a custom audience and give the algorithm first party data (increases its targeting accuracy and capabilites)
- Revenue driving conversions include: Purchases, form submissions, bookings, calls from ads or from the website
- Softer conversions: Add to carts, begin checkouts, clicks to call, clicks to email
2. Using the right bid strategies and setting the correct tROAS and tCPA goals
- Not setting the correct bid limits and goals can lead to hindered performance in your campaigns
- Use portfolio bid strategies with a bid cap
3. Over complication of campaigns and ad groups
- Simplicity is key: using less ad groups means a simpler account structure, is more focused spend, and is easier to optimize
- Segment ad groups by themes (combination of keywords, ads, and landing pages)
- Shut off campaigns/ad groups that are wasting spend without a profitable return
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[@Audemar999]

Hello! I just came across your channel and found it very informative. I run ads for my local business. I’ve been thinking about something that I can’t seem to find help on. Maybe you can advise.
As you know, for a local search ad campaign you want to connect your Google My Business profile. Then, when someone searches the service you provide on Google your ad can either appear as a sponsored link or your GMB can show first on the map pack as sponsored.
That being said, I track all my phone calls via callrail, and I have a lead form for each webpage (one as my landing page, and one as my website I have connected to GMB)
A majority of my calls come from GMB and a solid amount of lead form submissions come from my GMB website.
On your Google ads campaign those leads don’t necessarily count as conversions.
So, my main question: is there a way to differentiate what leads come from a sponsored GMB on the map pack, and which leads that come from GMB are organic (meaning they found the GMB profile not because it was sponsored)?
I know this is a lot, I’m happy to elaborate if anything doesn’t make sense. And thank you in advance!

[@StumpPPC]

Hi Audemar, great question!
Based on my understanding, you want to see which leads come specifically from the sponsored results for your google business profile. This is how you can check how many form submissions + phone calls you're seeing:
1. Click on the campaign, then go to assets on the lefthand side.
2. In the assets, click on the location asset. You should be able to see clicks/impressions and other key metrics. On the right side, you'll see a section called "columns". From there you can select conversions or call details/phone calls to see how many phone calls you're getting.
Within in the Google Ads Dashboard, you won't be able to see data related to the organic listing. I suggest creating a specific call tracking number just for Google Ads (in CallRail), so you can see which calls come from Google Ads and then you can compare that performance to calls just coming from organic.
I hope that helps! Let me know if you have any other questions.

[@Audemar999]

​@@StumpPPC Thank you for your reply! I am able to see that data you're talking about under the location asset. What is the difference between "All Conversions" and "Conversions" that you're able to see under the campaigns tab.

[@Audemar999]

@@StumpPPC Sorry for all the questions! Once again, thank you for replying. In this video you talk about ad groups being a theme.
Take for example a campaign for a auto repair shop.
Ad Group 1. The theme is auto repair. Headlines are all mention auto repair, keywords about auto repair, etc.
Ad Group 2. The theme is car repair. Headlines all mention car repair, keywords about car repair, etc.
Would you set up the ad groups like this? And would you have the lead to a landing page where one mentions car repair, and another one mentioning auto repair.
In the end, they're the same service, but people like search/call it differently.

[@StumpPPC]

@@Audemar999All conversions means any conversion action in your account (e.g. store visits). So, the conversions aren’t necessarily just the ones you selected (e.g. just lead forms and calls) but any conversion that has been tracked.

[@StumpPPC]

@@Audemar999​​⁠From my understanding, car and auto repair sound very similar. If this is the same service people are searching for + you have one landing page for both, I would recommend just sticking to one ad group. Remember, the more ad groups you have the more budget needs to be allocated to each individual ad group, which can make it take longer for you to get results.
I only segmented into a new ad group in the tutorial because I was targeting a different service. If you’re seeing low quality scores/poor performance between auto and car repair, then you can try segmenting it out and making the ad groups more specific to each variation. Hope that helps.

[@gonzalorojas8501]

A couple of questions, you have all conversions on primary, why not setting one on primary and then others to secundary to optimize? The second one, it´s better to import conversion from GA4 as "lead". Thanks for the content.

[@StumpPPC]

Hi there, yes you are correct. Any micro/softer conversion should be observational & secondary to optimize. Because this was a demo account, I didn’t have it set to secondary. For importing conversions, I prefer to use the Google Tag/Google Tag Manager for the reason that you want to get data using the Google Ads Conversion Pixel, and GA4 has had some discrepancies with attribution. The Google Ads tags are much more accurate and reliable.