Signs your PPC account is wasting money

Most wasted PPC money goes through a handful of leaks. You can often spot them without being an expert.

1. Tracking is broken or counts the wrong things

If calls and forms are not recorded, or if page views are counted as conversions, automatic bidding learns from the wrong signals and sends you more of the wrong traffic.

2. Irrelevant searches are paid for

Look at the search terms report. If you see searches for jobs, free things, or services you do not offer, add negative keywords.

3. Ads and pages do not match

An ad that promises one thing and a page that says another loses the click. Check that each ad leads to a page about that same thing.

4. The website cannot convert on a phone

Most clicks are on phones. If the page is slow or hides the phone number, the money is wasted after the click.

5. Settings left on default

Check locations, schedules and the optional networks. Defaults are not always right for local businesses.

6. Automatic changes nobody reviews

Platforms suggest changes and sometimes apply them automatically. Review what has been applied and why.

7. Judging on clicks

Cost per click can look good while no one calls. Judge by leads and cost per customer.