Why your Google Ads Aren’t Working

During my time working in PPC, some of the statements I often hear about experiences with Google Ads are:


“I just put money into it and saw nothing back”


“It didn’t work for me and my business”


“I didn’t see any results, it’s a complete waste of time”


Sound familiar? In that case, we’d better explore further and see why that is! Don’t give up, as there are a fair few reasons your Google Ads might not be performing so well, which are all fixable. We’ve seen some big changes in Google Ads over the past year, making it easier than ever to run ads and be successful on the platform, so now is as good a time as any to get on board!



Pardon the pun, but this one is quite important. Experimenting and tweaking keywords is an integral part of PPC strategy. If your keywords are too broad then your adverts can be placed in front of the wrong audience – which kind of defeats the object of running the campaign in the first place.


No Negativity

Adding negative keywords to your campaign is a must! Negative keywords allow Google to filter out irrelevant searches by telling Google what you don’t want to show up for. Always getting asked about a service you don’t provide and don’t know how to stop it? Negative keywords.


Better Quality Please

Google uses your Quality Score to determine how your ad ranks. It’s very simple: the higher you rank, the better your placements, the lower you rank and the less your ad is going to be seen and have the chance to convert. You can easily see your Quality Score on Google Ads, but improving it is all on you.


All Smoke No Fire

As I often say, it’s the job of the advert to drive traffic to your website, but it’s the website’s job to convert the user into a customer. If you’ve really put in the effort on a great paid campaign then why stop there, when the user experience after a click is equally as important! Are the keywords you’re using in your campaign follow through and appear on the landing page? If not, ask yourself why not. Does your page make a user want to spend their time on there? Does it fulfill the user’s needs? The design of your website or landing page should always be strategic, functional and responsive if you want to get the most out of your PPC campaign.


I’ve covered some of the basics here, but if you’d like to learn more about how to get the most out of your Google Ads campaign, then get in touch with Embryo Digital on 0161 327 2635 and see how we can help you!




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