5 Common Google Ads Mistakes Small Businesses in Hertfordshire Make (And How to Fix Them)

If you're diving into the world of Google Ads to boost your local presence, you're on the right track. However, it's easy to stumble upon common pitfalls that can drain your budget without yielding desired results. Let's explore these mistakes and, more importantly, how to avoid them.

1. Targeting the Wrong Keywords

One of the most frequent mistakes small businesses make is targeting broad or irrelevant keywords. This can lead to your ads appearing for searches that have little to do with your actual offering, and in turn, a lot of wasted ad spend. The key here is to get specific. Instead of bidding on a general term like "shoes," a Hertfordshire-based business might benefit more from something like "women’s running shoes in Hertford.” These longer, more specific phrases (called long-tail keywords) help ensure you're reaching people who are actually looking for what you offer.

Additionally, many businesses overlook the power of negative keywords. These are words or phrases you specifically want to exclude from triggering your ads. For example, if you only sell high-end products, you might want to exclude words like "cheap" or "free" to avoid clicks from users who aren’t likely to convert. Doing some in-depth keyword research—and continuing to refine your list over time—can make a big difference in your ad performance. If you're unsure where to begin, my Google Ads setup services are designed to get your campaigns on the right track from day one.

2. Not Using Conversion Tracking

It’s surprising how many businesses run Google Ads without any clear way of measuring success. Without conversion tracking in place, you’re essentially flying blind. You may know people are clicking, but do you know if they’re calling, buying, or filling in your enquiry forms? Conversion tracking helps you connect the dots between your ads and real business results.

Setting up conversion tracking allows you to measure actions that matter to your business, whether that’s a phone call, a lead form submission, or a product sale. By linking Google Ads with Google Analytics, you can also get a deeper look into how users behave on your site once they click through—helping you make smarter, data-led decisions. If you need help with setting this up properly, a Google Ads audit will give you the clarity you need to make smarter decisions.

3. Ignoring Ad Copy Optimisation

Your ad copy is often the first impression a potential customer has of your business—so it needs to stand out. Too often, small businesses write bland, generic copy that doesn’t reflect their unique selling points. A compelling ad needs to highlight what makes your product or service different, such as “Free Delivery in Hertfordshire” or “Emergency Callouts Available 24/7.”

Equally important is the use of clear calls to action. What do you want the user to do next? Whether it’s “Book Your Free Consultation” or “Shop Now,” be direct. Google’s Responsive Search Ads feature allows you to test multiple variations of headlines and descriptions, so make the most of it by experimenting with different messages to see what resonates best. For support in writing ads that convert, take a look at my Google Ads management services to see how I can help optimise every aspect of your campaigns.

4. Sending Traffic to the Wrong Landing Page

It’s all too common for businesses to spend money on Google Ads and then send users straight to their homepage. The problem? Your homepage usually isn’t focused enough to get someone to take action. If your ad promotes a special offer on a specific product, for example, users should be directed to that exact page—not left hunting for it themselves.

Your landing page should align perfectly with the message in your ad. It should load quickly, be easy to navigate (especially on mobile), and have a strong call to action. This creates a seamless user experience that builds trust and increases the likelihood of conversion. The more aligned your ad and landing page are, the better your Quality Score—and the less you’ll pay per click. As part of my Google Ads services in Hertfordshire, I help ensure that your campaigns are always aligned from click to conversion.

5. Forgetting About Negative Keywords

Negative keywords are one of the most underused features in Google Ads, but they’re essential for ensuring your budget isn’t wasted on irrelevant traffic. If you're a Hertfordshire plumber who doesn't offer boiler repairs, you don't want your ad showing up for "boiler servicing near me.” Adding "boiler" as a negative keyword means your ads won’t appear for those searches.

Regularly reviewing your search term reports helps you identify which searches triggered your ads and whether those clicks were relevant. From there, you can build out a list of negative keywords that helps you fine-tune your targeting. You can also apply negative keyword lists across multiple campaigns, helping maintain consistency and control over your traffic quality. If you're not sure which terms are draining your budget, my Google Ads audits uncover where your campaigns might be going off track.

Need help with your Google Ads Management?

Managing a Google Ads campaign can feel like a full-time job—but done right, it can transform your lead generation and revenue. If you’re making any of these common mistakes, now’s the time to take action. From refining your keyword strategy to improving your landing pages and tracking results properly, every small change adds up to a big improvement.

And if you’d rather not go it alone? That’s exactly what I’m here for. As a Google Ads specialist based in Hertfordshire, I help local businesses like yours get the results they deserve through expert Google Ads setup, ongoing Google Ads management, and detailed Google Ads audits. Let’s get your ads working harder and smarter for your business.

Get in touch today to book your free consultation and see how much more your Google Ads could be doing for you.