5 Common Paid Ad Mistakes (And How to Avoid Them)

Jun 11

Written By Kali K

Because wasting ad spend is so 2020.

Running paid ads can feel like playing darts in the dark—sometimes you hit, sometimes you miss, and sometimes you accidentally spend $300 on clicks from people who were never going to buy your product. 😬

Whether you're using Google Ads, Meta Ads, or a mix of both, knowing what not to do is just as important as what to do. So let’s talk about the top PPC mistakes, how to spot them, and (most importantly) how to fix them.

1. 🎯 Targeting Everyone and Their Grandma

Mistake: Broad targeting might seem like a good idea ("Let’s reach more people!"), but it usually means you’re wasting money showing ads to people who couldn’t care less.

Fix it: Narrow your audience. Use specific interests, demographics, and behavior filters on Meta Ads, or dial in on high-intent keywords in Google Ads. Quality > quantity every time.

✅ Ad optimization tip: Know who you're talking to—and talk only to them.

2. 🚨 Sending Ads to a Weak Landing Page

Mistake: You're paying for the click, but your landing page looks like it was built during the dial-up era or doesn’t even match your ad. People bounce, and conversions tank.

Fix it: Make sure your landing page is fast, focused, and directly aligned with the ad message. One offer. One CTA. One goal.

✅ Ad troubleshooting tip: Pretend you're a new customer—click the ad, land on the page, and see if it makes sense immediately.

3. 🤖 Letting Ads Run on Autopilot Forever

Mistake: You launched a campaign a month ago and haven’t checked it since. Classic “set it and forget it” syndrome.

Fix it: Ads need babysitting. Monitor performance regularly and make data-driven tweaks. Pause underperforming creatives, test new audiences, and keep things fresh.

✅ PPC mistake to avoid: Ignoring the data. Ads aren't crockpots—they don’t just cook on low for 8 hours.

4. 🧪 Testing Too Many Things at Once

Mistake: You’ve got 9 versions of your ad running and you’re trying to figure out what’s working… but everything’s working a little, and nothing’s working well.

Fix it: Stick to structured A/B testing. Change one variable at a time—like the headline or image—so you can clearly see what’s moving the needle.

✅ Ad optimization tip: Keep it simple. Scientific method > marketing chaos.

5. 📉 Quitting Too Soon

Mistake: Your ad didn’t convert in the first 24 hours, so you panic and shut it down.

Fix it: Give campaigns time to learn (especially Meta Ads). The algorithm needs data to optimize. Set a budget you're comfortable learning with, then let the platform work its magic over 5–7 days before making big changes.

✅ Ad troubleshooting mindset: Be patient. Data now = smarter decisions later.

🚀 Final Thoughts: Run Ads Like a Pro (Not a Panicked Penguin)

Even the best marketers make mistakes, but with the right strategy and regular check-ins, you can dodge the big ones. Focus on intentional targeting, strong creative, and consistent testing, and your ads will be working smarter—not just harder.