Running a successful PPC campaign isn’t just about setting a budget and hoping for the best. It’s about strategy, precision and constant refinement. But even the most experienced marketers can make mistakes, and that’s okay. What matters is knowing how to spot them and, more importantly, how to avoid them.
So, what are the most common pitfalls businesses face in PPC? And how do we make sure they don’t happen? We break it down for you throughout this blog.
1. Skipping Proper Keyword Research
Think keywords don’t matter as much anymore? Think again.
Choosing the wrong keywords is one of the quickest ways to waste money on PPC. Businesses often:
- Target overly broad terms. These attract clicks from users who aren’t ready to convert.
- Ignore negative keywords. This leads to wasted spend on irrelevant searches.
- Forget to check search intent. Traffic without intent rarely turns into results.
Why is this a problem? Because you might be paying for clicks from people who were never interested in your product or service in the first place.
How we avoid it:
- In-depth research. We start with detailed keyword analysis.
- Intent-focused targeting. Are users looking to buy, compare or learn?
- Negative keyword lists. Built early and refined regularly.
- AI-driven insights. Used to spot emerging trends and shifts in behaviour.
2. Ignoring Search Intent
Have you ever clicked an ad and thought, “This isn’t what I was looking for”? That’s exactly what happens when search intent is ignored.
There are four main types of intent:
- Informational: “What is PPC?”
- Navigational: “Google Ads login”
- Commercial: “Best PPC agency reviews”
- Transactional: “Hire PPC agency”
Where do businesses go wrong? They use the same keywords and ad copy for every type of intent.
Our approach ensures alignment:
- Transactional keywords lead to high-converting landing pages.
- Informational keywords point to helpful, educational content.
- Commercial intent queries use comparison-style or service-focused pages.
Every ad, keyword and landing page serves a purpose – and they’re aligned.
3. Poor Ad Copy That Doesn’t Connect
You’ve done the keyword research – great. But if your ad copy falls flat, nobody clicks.
Common mistakes include:
- Vague headlines that fail to stand out.
- No clear value proposition.
- Missing calls to action.
Effective ad copy answers key user questions: why they should care, what makes you different and what happens next.
How we handle it:
- Audience-led messaging that speaks directly to user needs.
- Clear benefits and compelling CTAs.
- AI-assisted testing to identify top-performing variations.
4. Sending Traffic to the Wrong Landing Page
Clicking an ad only to land on a generic or irrelevant page frustrates users and wastes budget.
Where it goes wrong:
- Generic destinations like homepages instead of tailored pages.
- Slow or non-mobile-friendly pages.
- Messaging mismatches between ads and landing pages.
How we fix it:
- Purpose-built landing pages for every campaign.
- Consistent messaging from ad to page.
- Fast, mobile-optimised design with simple forms.
5. Not Tracking Conversions Properly
If you’re only measuring clicks, you’re missing the bigger picture.
Common issues include:
- No conversion tracking.
- Focusing on vanity metrics like impressions.
- Unlinked analytics platforms.
Our solution focuses on what matters: form submissions, calls, purchases and quote requests. These insights feed back into campaigns so platforms learn which users are most likely to convert.
6. Setting It and Forgetting It
PPC requires ongoing attention. Left unchecked, campaigns lose efficiency and competitors take over.
How we keep campaigns performing:
- Regular performance reviews.
- Continuous optimisation of bids, keywords and ads.
- Adaptation to seasonal, industry and competitor changes.
7. Neglecting Landing Page Experience and CRO
Even strong PPC campaigns fail without effective landing pages.
Common mistakes include slow load times, cluttered layouts and unclear CTAs.
How we avoid it:
- Clear headlines and concise copy.
- One strong CTA to guide users.
- Trust signals like testimonials and results.
- A/B testing to maximise conversions.
Your PPC Next Step
PPC can deliver incredible results when done properly. By focusing on intent, data and user experience, we make sure budgets work harder and deliver real outcomes.
Curious how your PPC campaigns are really performing? Let’s talk and start turning your PPC campaigns into measurable results for your business.
