How to Find & Fix Wasted Google Ads Spend

The Hidden Cost of Wasted Ad Spend

After auditing hundreds of Google Ads accounts, we've found that the average account wastes between 20-40% of its monthly budget on clicks that will never convert. For a business spending £10,000/month, that's £2,000-£4,000 going straight down the drain.

The good news? Most wasted spend comes from just a handful of common issues that are relatively easy to fix once you know where to look.

1. Poor Match Type Strategy

Broad match keywords without proper negative keyword coverage are the single biggest source of wasted spend we see. Google has expanded broad match significantly, and without careful management, your ads can show for queries that have nothing to do with your business.

The Fix

• Review your Search Terms report weekly
• Build comprehensive negative keyword lists by theme
• Consider using phrase match for better control
• Test broad match only with smart bidding and tight audience targeting

2. Targeting Wrong Geographies

Google's default location setting is "People in, regularly in, or who've shown interest in your targeted locations." This means someone in another country researching your location can trigger your ads.

The Fix

Change your location targeting to "People in or regularly in your targeted locations" and review the Geographic report to identify and exclude locations that don't convert.

3. No Dayparting Strategy

Running ads 24/7 sounds good in theory, but many businesses see dramatically different conversion rates by hour and day of week. B2B companies often waste budget on weekend clicks, while some e-commerce stores waste money on late-night browsers who never buy.

The Fix

Analyse your conversion data by hour and day in the Dimensions tab. Create bid adjustments to reduce spend during low-converting periods or pause entirely if the data supports it.

4. Ignoring Device Performance

Mobile, desktop, and tablet users often have very different conversion rates and values. Many accounts bid the same across all devices, wasting money on underperforming device types.

The Fix

• Segment your performance reports by device
• Calculate ROAS or CPA by device type
• Apply appropriate bid adjustments (-10% to -50% is common for mobile in B2B)
• Consider device-specific campaigns for major differences

5. Display Network Leakage

Search campaigns with "Search Network with Display expansion" enabled often leak budget to low-quality display placements. The Display Network requires separate campaigns with dedicated targeting and creative strategies.

The Fix

Disable Display Network expansion on all Search campaigns. Create dedicated Display campaigns if you want to run display advertising, with proper placement exclusions and viewability settings.

6. Bidding on Your Own Brand (Wrong)

Brand campaigns are important, but many accounts bid far too high on brand terms, paying premium CPCs for traffic they would have received organically. Others don't bid on brand at all, letting competitors steal their traffic.

The Fix

• Run brand campaigns separately from generic
• Set appropriate CPC limits (usually much lower than generic)
• Use brand campaigns defensively if competitors bid on your terms
• Consider auction insights to understand competitive pressure

7. Poor Conversion Tracking

This is the most insidious form of waste because you can't optimise what you can't measure. Many accounts have duplicate conversions, missing conversion values, or track the wrong actions entirely.

The Fix

• Audit your conversion actions quarterly
• Remove duplicate tracking
• Add conversion values for revenue-based optimisation
• Implement enhanced conversions for better attribution
• Import offline conversions if you have a longer sales cycle

Get Your Free Wasted Spend Analysis

Want to know exactly how much you're wasting? We offer a free Wasted Spend Analysis that identifies the specific issues in your account and quantifies the potential savings. No obligation, no sales pressure—just actionable insights you can use immediately.