Table of Contents

1. Lack of Regular Monitoring of Google Ads
2. Stagnant or Declining Performance Metrics
3. Absence of A/B Testing in Campaigns
4. Unutilized Features and Tools in Google Ads
5. Irrelevant Keywords and Ads in Your Account
6. Frequently Asked Questions\
   6.1. What does it mean if my Google Ads have low click-through rates?\
   6.2. Why are my Google Ads showing up for the wrong search terms?\
   6.3. How can I tell if my budget is being spent wisely in Google Ads?\
   6.4. What does it mean if my ad impressions are high but conversions are low?\
   6.5. Why are my Google Ads campaigns not generating any leads?

I have audited hundreds of Google Ads accounts over the years. You’d be amazed at how often I find an account that is entirely unmanaged even when the client is paying for monthly management. This is theft. This means that the client is getting robbed. On top of that – I often encounter poorly crafted campaigns – sometimes just whatever Google’s automated systems would do by themselves. My Google Ads setup process has over 350 steps in the standard process – how many of those have been done for you? Are you wasting money? Let’s talk about it.

When managing Google Ads, regular monitoring is essential. If you observe infrequent checks on your account, it may suggest mismanagement. Stagnant or declining performance metrics—like low click-through rates (CTR) and conversion rates—indicate a lack of optimization efforts over time. Additionally, if you find no A/B testing of advertisements or keywords being conducted, it’s another sign that proactive management is missing. Also, failure to utilize available features such as ad extensions and audience targeting shows neglect in the campaign strategy. Furthermore, having irrelevant keywords or ads points to an absence of ongoing adjustments and strategic thinking in the account management process.

1. Lack of Regular Monitoring of Google Ads

One of the clearest indicators that your Google Ads are unmanaged is the lack of regular monitoring. If your account isn’t being checked frequently, it becomes challenging to identify issues that may arise in your campaigns. Without consistent oversight, problems such as low click-through rates or ineffective ad placements can go unnoticed. For example, if your daily budget is consistently being exhausted without a corresponding increase in conversions, this could signal a misallocation of resources. Regular monitoring allows for timely adjustments to be made, ensuring that your campaigns remain optimized and aligned with your business goals.

2. Stagnant or Declining Performance Metrics

When your Google Ads performance metrics show stagnation or decline, it’s a clear indication that your campaigns are not being effectively managed. Key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS) should be consistently monitored and adjusted to ensure optimal performance. For example, if your CTR has plateaued at a low percentage for several weeks, or if your conversion rates are decreasing instead of increasing, it suggests that no active optimization is taking place. An unmanaged account may show little to no improvement over time, resulting in wasted budget and missed opportunities. Addressing these performance issues promptly is crucial to maintaining a successful advertising strategy.

3. Absence of A/B Testing in Campaigns

A/B testing is a crucial component of successful Google Ads management. It involves running two or more variations of an ad or landing page to see which performs better. If your campaigns lack this experimentation, it signals a significant gap in management. Without A/B testing, you miss opportunities to refine your ads for better engagement and conversion rates. For instance, if you have two different headlines for the same ad, testing them can reveal which one resonates more with your audience. This kind of data-driven approach allows for continuous improvement, adapting to changes in customer behavior and market trends. An absence of A/B testing suggests that your campaigns are stagnant and not evolving, which can severely limit their effectiveness.

4. Unutilized Features and Tools in Google Ads

Google Ads provides a wealth of features and tools designed to boost your campaign’s performance. These include ad extensions, which can improve visibility and increase click-through rates, as well as remarketing tools that allow you to re-engage visitors who didn’t convert initially. If your account is not leveraging these capabilities, it may be a clear sign of neglect. For instance, failing to set up call extensions could mean missing out on valuable phone inquiries, while not using audience targeting features can lead to wasted ad spend on irrelevant users. Additionally, if you’re not using performance insights to guide your strategy, you risk falling behind competitors who are actively optimizing their campaigns. Ignoring these tools can severely limit the potential of your advertising efforts.

• Automated bidding options not being used
• Extensions like site links and callouts ignored
• Ad scheduling features not leveraged
• Audience targeting options unexplored
• Remarketing tools underutilized
• Keyword planner for insights not accessed
• Ad variations for testing not implemented

5. Irrelevant Keywords and Ads in Your Account

An unmanaged Google Ads account often suffers from the presence of irrelevant keywords and ads. This situation can arise when keywords are not regularly updated to reflect current business offerings or market trends. For example, if a company selling winter clothing has not removed keywords related to summer apparel, they may attract the wrong audience, wasting budget on clicks that are unlikely to convert. Similarly, ads that do not resonate with the target audience or fail to address their intent can lead to low engagement rates. For instance, running ads for a new product without updating keywords related to older products can dilute the campaign’s effectiveness. This misalignment indicates a lack of a coherent strategy, leading to missed opportunities and ineffective spending.

Frequently Asked Questions

1. What does it mean if my Google Ads have low click-through rates?

A low click-through rate (CTR) usually indicates that your ads aren’t engaging enough for users. This could mean your ad copy isn’t appealing or relevant to potential customers.

2. Why are my Google Ads showing up for the wrong search terms?

If your ads are appearing for irrelevant search terms, it could indicate poor keyword targeting or that you haven’t set up negative keywords to filter out unrelated searches.

3. How can I tell if my budget is being spent wisely in Google Ads?

If you’re not seeing a good return on investment or if your ads aren’t generating conversions, it may suggest that your budget isn’t being allocated effectively.

4. What does it mean if my ad impressions are high but conversions are low?

High impressions with low conversions often suggest that while many people are seeing your ads, they aren’t taking action. This could point to issues with your landing page or the ad’s call-to-action.

5. Why are my Google Ads campaigns not generating any leads?

If your campaigns are not generating leads, it might be due to unoptimized ads, poor targeting, or ineffective landing pages that don’t encourage users to fill out forms.

TL;DR Discovering signs of unmanaged Google Ads can help businesses improve their advertising strategies. Look for a lack of regular monitoring, stagnant performance metrics, absence of A/B testing, unutilized features, and irrelevant keywords and ads. Identifying these issues can lead to better management and optimization, ensuring a stronger return on investment.