The Scary Truth About Wasting Money on Google Ads

Don’t let your ad budget vanish into thin air. Here’s how to stop the bleeding and boost ROI this fall.

Welcome to The Growth Report

It’s Ben Wright here, founder of Risely.

Google Ads can be one of the fastest ways to get new leads. But for many small businesses, it turns into a money pit.

If you’re running ads without a strategy, you might be paying for:

  • 🔍 Irrelevant search terms

  • 🧟‍♂️ Low-quality clicks

  • 👻 Leads that never convert

And in 2025, clicks are more expensive than ever. According to Terra’s 2025 benchmark report, the average cost-per-click (CPC) ranges from $1–$3 in lower competition industries to over $12 in legal and finance. If you’re not laser-focused, your budget could disappear fast.

Let’s break down the most common Google Ads mistakes we see and how to fix them before Q4 costs creep up even more.

🎯3 Common Google Ads Mistakes

1. Targeting Too Broadly

Your business serves Dallas, but your ads are showing to people in Austin and Houston. That’s wasted money and wasted time.

✅ Fix: Use radius targeting or zip code filters. Exclude locations you don’t serve to narrow in on buyers who are actually in your market.
📍Tip: Pair this with ad scheduling so you’re only showing up during business hours.

2. No Negative Keywords

You’re paying for clicks from searches like “free moving boxes,” “DIY pest control,” or “how to fix my roof myself.” These people are not your customers.

✅ Fix: Build and regularly update a negative keyword list to block irrelevant traffic. This helps your budget stretch further and improves your Quality Score.

🔗 Want to learn more? How negative keywords help reduce waste

3. Sending Ads to a Generic Homepage

 Your ad is promoting water damage repair, but your homepage covers 10 services and no clear CTA. Most visitors will bounce.

✅ Fix: Create dedicated landing pages with a strong offer, relevant headline, and a clear path to conversion.

📊 Bonus stat: The average CTR for Google Search Ads in 2025 is 4–6%, but without a solid landing page, most of that traffic won’t convert.

🧠 Let’s Talk About ROI

Google Ads runs on an auction system, which means you're not just paying for visibility, you're paying for precision. Factors like keyword intent, ad relevance, and user experience all impact your Cost-Per-Click (CPC) and your Quality Score.

If you’re not managing those elements closely, you're likely burning through your budget without knowing it.

Want to Stop the Bleed?
We’ll audit your current ads and show you:

  • Where you’re wasting money

  • How to boost ROI

  • Whether Google Ads is even the right channel for you

Ready to Boost Your Marketing?

Imagine what a customized marketing plan could do for your business. Book a 20-minute audit call with me, and together we’ll uncover opportunities to elevate your strategy—no strings attached.

Whether we partner up or not, you’ll walk away with actionable insights to drive growth. Let’s explore your potential!

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