Running Google Ads in Sydney can feel straightforward at first. Set a budget, choose some keywords, write an ad, and turn it on.
Then reality hits.
Clicks come in. Spending goes up. But enquiries? Sales? Real return on investment? Not always.
Sydney is one of Australia’s most competitive digital markets. Whether you’re in trades, legal, medical, ecommerce or professional services, you’re competing against businesses with serious budgets and highly optimised accounts.
If your campaigns aren’t performing the way you expected, you’re not alone. Below are the most common Google Ads mistakes Sydney businesses make — and, more importantly, how to fix them.
1. Targeting the Wrong Keywords (Or Using Match Types Incorrectly)
One of the biggest causes of wasted ad spend is poor keyword targeting.
Many businesses:
- Use broad match without understanding how it expands
- Target high-volume keywords with low buying intent
- Ignore negative keywords entirely
- Compete for national terms instead of Sydney-specific searches
In a city like Sydney, broad targeting can quickly drain your budget.
Why This Hurts in Sydney
CPCs (cost per click) are often significantly higher in metro areas. If you’re bidding on loosely related search terms, you’re paying premium prices for low-quality traffic.
For example, targeting “marketing help” instead of something specific and relevant to your service can bring in research traffic rather than decision-ready prospects.
How to Fix It
- Start with a phrase and exact match keywords
- Add location intent where relevant
- Build a negative keyword list from day one
- Review search terms weekly
Why Compliance Matters in Ad Copy
When writing ads, it’s important that claims are accurate and not misleading. The Australian Government provides guidance for businesses on advertising and consumer law, which outlines responsibilities around truthful representation and marketing practices.
Quick Question
Why are my Google Ads getting clicks but no conversions?
Often, it’s because the keywords are attracting the wrong intent. Someone searching “what is Google Ads” behaves very differently from someone searching for implementation help.
Intent alignment is everything.
2. Ignoring Conversion Tracking (Or Setting It Up Incorrectly)
If you’re not tracking conversions properly, you’re flying blind.
Common issues include:
- No form submission tracking
- Phone call tracking not installed
- Double-counting conversions
- Tracking page views instead of real actions
Without accurate data, automated bidding strategies make poor decisions.
Why This Is Critical
Google’s Smart Bidding relies heavily on conversion data. If your tracking is wrong, your campaign optimisation will be wrong.
It’s also worth understanding your legal obligations around advertising claims and consumer transparency. The Australian Competition & Consumer Commission provides guidance for businesses running advertising campaigns online, which can be helpful when reviewing ad messaging and compliance.
How to Fix It
- Set up conversion actions correctly in Google Ads
- Verify tracking with real test submissions
- Link Google Ads with GA4 properly
- Regularly audit conversion settings
Quick Question
How do I know if my tracking is broken?
If conversions seem unrealistically high or drop to zero suddenly, that’s a red flag. Always validate tracking with manual tests.
3. Sending Traffic to the Wrong Landing Page
Even a perfectly targeted campaign will fail if the landing page doesn’t match search intent.
Common mistakes include:
- Sending all traffic to the homepage
- Slow-loading mobile pages
- No clear call to action
- Mismatch between ad promise and page content
In competitive markets like Sydney, users won’t “figure it out.” They’ll bounce and click the next ad.
How to Fix It
- Align landing page headlines with ad copy
- Improve mobile speed
- Reduce distractions
- Make the next step obvious
Quick Question
Does landing page experience affect performance?
Yes. It directly impacts Quality Score, which influences your ad rank and cost per click.
4. Poor Campaign Structure
Many underperforming accounts are messy.
You might see:
- Too many keywords in one ad group
- Mixed search intent in the same campaign
- No separation between branded and non-branded traffic
- Display and Search are combined incorrectly
A messy structure limits optimisation.
Why Structure Matters
Google Ads works best when data is organised cleanly. Clear structure allows:
- Better ad relevance
- Easier performance analysis
- Stronger Quality Scores
- Smarter bid adjustments
How to Fix It
- Group keywords by tight themes
- Separate campaign objectives
- Segment by location if needed
- Split branded and prospecting campaigns
If restructuring feels overwhelming, it may be time to speak with experienced Google Ads specialists in Sydney who understand how to rebuild accounts without disrupting performance.
5. Chasing Low CPC Instead of Real ROI
Many businesses focus on lowering cost per click rather than improving conversion rate.
But cheaper clicks don’t always mean better results.
You might:
- Reduce bids and lose top position
- Attract lower-quality traffic
- Sacrifice visibility to competitors
In Sydney’s competitive environment, positioning matters.
Better Metric to Focus On
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Conversion rate
Quick Question
Why is my cost per click so high in Sydney?
Because competition is high. Multiple advertisers bid for the same audience. The solution isn’t always lowering bids — it’s improving Quality Score and conversion efficiency.
6. Not Using Negative Keywords
Negative keywords protect your budget.
Without them, your ads may show for:
- Job seekers
- Students
- DIY researchers
- Irrelevant industries
Even small leaks add up over months.
How to Fix It
- Review search term reports weekly
- Add irrelevant phrases as negatives
- Build a shared negative keyword list
- Block competitor terms if appropriate
Effective negative keyword management is a core component of strategic Google Ads campaign management and often the difference between average and strong performance.
7. Letting Smart Bidding Run Without Enough Data
Automation is powerful — but only when it has sufficient data.
If you switch to Target CPA or Maximise Conversions too early:
- Costs can spike
- Leads may drop
- Learning phase resets repeatedly
How to Fix It
- Start with manual or enhanced CPC
- Ensure consistent conversion tracking
- Wait for stable data before switching strategies
Quick Question
How many conversions do I need before using automated bidding?
A general rule is at least 30–50 conversions per month per campaign for stable optimisation.
8. Failing to Audit the Account Regularly
Google Ads isn’t “set and forget.”
In Sydney, especially, competitor behaviour changes frequently. New advertisers enter auctions. Seasonal trends shift. CPCs fluctuate.
Without audits, performance slowly declines.
Mini Audit Checklist
- Review keyword match types
- Check Quality Scores
- Analyse search term reports
- Review device performance
- Compare conversion rates month-on-month
- Evaluate impression share
If your account hasn’t been reviewed deeply in months, professional Google Ads support can identify inefficiencies that aren’t obvious at the surface level.
When DIY Becomes Risky
Managing your own campaigns can work initially. But warning signs include:
- Rising spend with flat leads
- Inconsistent monthly performance
- Difficulty understanding reports
- Poor conversion tracking clarity
At this stage, outside expertise often prevents further budget waste.
For businesses operating in competitive industries, structured optimisation and ongoing refinement are essential — especially in a market like Sydney.
Final Thoughts: Small Mistakes Compound Quickly
Individually, these issues might seem minor.
But combined?
They can waste thousands of dollars over time.
Sydney’s advertising landscape is competitive, fast-moving and data-driven. Businesses that approach Google Ads strategically — with clean structure, strong tracking, and consistent optimisation — outperform those running reactive campaigns.
Understanding these mistakes is the first step. Fixing them consistently is what drives measurable growth.
Frequently Asked Questions
Why are my Google Ads not converting?
Usually due to mismatched intent, poor landing pages, incorrect tracking, or weak campaign structure.
How often should I review my Google Ads account?
At minimum, weekly for search terms and performance shifts, and monthly for deeper structural review.
Are Google Ads more expensive in Sydney than in regional areas?
Generally yes. Higher competition increases auction pressure and CPCs.
Should small businesses use broad match keywords?
Broad match can work when paired with strong negative keyword management and conversion data. Otherwise, it often wastes budget.
What’s the biggest mistake businesses make?
Ignoring data. Without reviewing search terms, Quality Score and conversion tracking regularly, optimisation becomes guesswork.
