5 Common Mistakes Small Businesses Make with Google Ads — and How to Avoid Them

Why Getting PPC Right Is Crucial for El Paso and Dallas Service Businesses

Google Ads can be one of the most effective ways for a service-based business to connect with motivated buyers. But too often, we see the same errors repeated campaign after campaign, costing businesses in El Paso, Dallas, and beyond both money and opportunity.

At Adri Santos Marketing, we’ve audited countless ad accounts. Here are the five biggest mistakes we see and the concrete ways to fix them, so your next campaign delivers real results.

Targeting Too Broadly

Too many campaigns waste budget on irrelevant searches that never lead to conversions.

What This Looks Like:

• Bidding on generic terms like “plumber” when you only serve El Paso

• Not adding location modifiers or using match types effectively

  
  

Why It Matters:

If your ad appears for searches outside your service area or unrelated services, you’re paying for clicks that don’t convert.

How to Fix It:

Use precise match types (exact match or phrase match) for your core keywords. Add negative keywords to filter out irrelevant searches. Always incorporate local terms, such as “emergency plumber El Paso,” to attract the right audience. For help refining your targeting strategy, explore our Google Ads Management services.

Not Tracking Conversions Properly

If you don’t measure outcomes, you can’t tell whether your campaign is working.

What Goes Wrong:

• No call or form conversion tracking in place

• Relying only on traffic metrics rather than real lead or sales data

  
  

Why It Matters:

Without conversion data, you’re forced to make decisions based on guesses instead of facts.

How to Fix It:

Set up Google Tag Manager to track form submissions and calls. Import goals into Google Ads so you can monitor your cost per lead and evaluate campaign effectiveness. You can also learn more in Google’s official guide to conversion tracking.

3. Weak or Generic Ad Copy

Generic ad copy blends in and makes your business forgettable.

What Goes Wrong:

• Headlines like “Best Services” or “Call Now” don’t stand out

• No mention of unique benefits or service area

  
  

Why It Matters:

People click the ad that clearly solves their problem and speaks directly to their needs.

How to Fix It:

Write headlines that highlight specifics, such as “Same-Day AC Repair in El Paso.” Build trust by mentioning details like “Licensed & Insured” or “Local El Paso Experts.” Always include a strong call to action, such as “Call Today for a Free Quote.” To see how compelling design and copy work together, check out our website design services.

4. Overspending Without Testing

Launching a campaign with a large budget and no testing plan is one of the fastest ways to waste money.

Why It Matters:

Without incremental testing, you can’t identify which keywords, ad copy, and bidding strategies drive real results.

How to Fix It:

Start with a modest daily spend. Track keyword performance and conversion quality over the first 30–60 days. Scale your budget only after you confirm which elements work best. For additional tips, explore how to improve your online presence and build a marketing foundation that supports your campaigns.

5. Neglecting Landing Page Optimization

Even the best ad won’t convert if it sends visitors to a generic page.

Why It Matters:

Customers expect a seamless experience. They click an ad expecting a landing page that immediately confirms:

• You understand their problem

• You have the solution

• You’re nearby and trustworthy

  
  

How to Fix It:

Create dedicated landing pages for each service area. Use trust elements such as testimonials, reviews, and certifications. Make it simple to call, submit a form, or book an appointment. Learn more about designing high-conversion pages with our website design solutions.

The Cost of Getting It Wrong

Each of these mistakes impacts:

• Your cost per lead

• Your ad spend efficiency

• The number of quality leads you attract

  
  

In competitive markets like El Paso and Dallas–Fort Worth, precision and optimization are the difference between burning your budget and building a reliable growth engine.

If you’re tired of guessing, it’s time for a fresh approach. At Adri Santos Marketing, we understand the nuances of service-based marketing in Texas. We build Google Ads campaigns that focus on quality leads, not wasted clicks.

Schedule a free consultation to learn how our Google Ads Management can help you grow.