Pay-Per-Click (PPC) advertising is one of the fastest ways to drive targeted traffic to your website. Platforms like Google Ads and Meta Ads give businesses the power to reach potential customers instantly. But here’s the catch: PPC can also be one of the quickest ways to burn through your budget if it’s not managed properly.
At GNN Solutions, we work with businesses across the UK to optimise PPC campaigns and deliver measurable returns. In this blog, we’ll highlight the most common PPC mistakes we see — and, more importantly, how you can avoid them.
Mistake 1: Not Defining Clear Goals
One of the biggest mistakes businesses make is diving into PPC without a clear objective. Are you trying to:
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Generate leads?
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Increase online sales?
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Drive traffic to a new product launch?
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Build brand awareness?
Without defined goals, it’s impossible to measure success or optimise campaigns.
How to avoid it:
Set clear, measurable KPIs (e.g. cost per lead, conversion rate, return on ad spend) before launching your campaign.
Mistake 2: Targeting the Wrong Keywords
In Google Ads, keywords are everything. Many businesses either go too broad (wasting money on irrelevant clicks) or too narrow (missing out on traffic).
How to avoid it:
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Use a mix of broad match, phrase match, and exact match keywords.
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Regularly review the search terms report to identify wasted spend.
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Focus on long-tail keywords for higher intent and lower competition.
Mistake 3: Ignoring Negative Keywords
Not using negative keywords means your ads may show up for irrelevant searches, wasting budget.
Example: A luxury furniture store advertising for “sofas” could end up paying for clicks on “cheap sofas free delivery”.
How to avoid it:
Build and update a strong negative keyword list. This ensures your ads only appear for relevant, profitable searches.
Mistake 4: Poor Ad Copy
Even with the right targeting, weak ad copy can kill your performance. Common issues include:
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Generic messaging.
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Not highlighting unique selling points (USPs).
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Forgetting a call-to-action (CTA).
How to avoid it:
Write compelling, benefit-driven copy that speaks to your customer’s pain points and includes a clear CTA.
Mistake 5: Ignoring Landing Pages
Far too often, businesses send PPC traffic to their homepage. The result? High bounce rates and low conversions.
How to avoid it:
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Create dedicated landing pages tailored to your ads.
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Ensure the page has a clear CTA (e.g. “Book a free consultation” or “Shop now”).
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Optimise for speed, mobile-friendliness, and relevance.
Mistake 6: Not Tracking Conversions
Running PPC without conversion tracking is like flying blind. You won’t know what’s working or where your budget is being wasted.
How to avoid it:
Set up conversion tracking with Google Analytics, Google Tag Manager, or Meta Pixel. Track key actions such as purchases, form submissions, or phone calls.
Mistake 7: Forgetting About Remarketing
Most users won’t convert on their first visit. Without remarketing, you’re leaving money on the table.
How to avoid it:
Use remarketing campaigns to target users who’ve already visited your site. These ads are cheaper and more effective at driving conversions.
Mistake 8: Not Testing and Optimising
PPC is not “set it and forget it”. Many businesses launch campaigns and never make adjustments, leading to wasted spend.
How to avoid it:
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A/B test different ad copy, creatives, and landing pages.
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Monitor campaigns weekly, adjusting bids, targeting, and budgets.
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Use automated bidding strategies where appropriate.
Mistake 9: Neglecting Mobile Users
With most searches happening on smartphones, ignoring mobile optimisation is a costly mistake.
How to avoid it:
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Ensure ads are mobile-friendly.
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Optimise landing pages for smaller screens.
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Use call extensions and click-to-call buttons for mobile convenience.
Mistake 10: Focusing Only on Clicks, Not ROI
Getting lots of clicks feels good, but clicks don’t pay the bills — conversions do. Many businesses measure success by traffic alone instead of revenue generated.
How to avoid it:
Focus on return on ad spend (ROAS), cost per lead, and actual conversions. Remember, 100 quality clicks are better than 1,000 irrelevant ones.
Why Work With PPC Experts?
PPC is complex, and mistakes can be costly. By working with professionals like GNN Solutions, you’ll benefit from:
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Expert keyword research and targeting.
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Compelling ad copy and creative design.
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High-converting landing page strategies.
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Ongoing optimisation and reporting.
We don’t just run ads — we maximise your investment.
Final Thoughts
PPC advertising is one of the most powerful tools in digital marketing, but only when done correctly. By avoiding these common mistakes — from poor keyword targeting to weak landing pages — your business can turn PPC into a high-performing sales machine.
At GNN Solutions, we manage Google Ads, Meta Ads, and other PPC campaigns for clients across industries. Our focus is simple: get you more leads, more sales, and better ROI.
