Broken or duplicated conversion tracking
Roughly half the accounts we audit report conversions inaccurately. Duplicate tags, page-view conversions and untracked phone calls all distort optimisation and push budget in the wrong direction.
No negative keyword discipline
Broad match without a maintained negative list is one of the fastest ways to lose money. Search term reports should be reviewed regularly and irrelevant queries excluded systematically.
Sending all traffic to the homepage
Ad relevance and conversion rate both suffer when a specific search lands on a general page. Dedicated landing pages that match the ad promise usually pay for themselves quickly.