Google Ads can be a small business’s best or worst investment. The difference often comes down to five very common mistakes.
1. No negative keywords
Without a negative keyword list, you pay for searches that have nothing to do with your offer. It’s the number-one money leak, and the easiest to plug.
2. Sending traffic to the homepage
A precise ad deserves a precise page. Sending everyone to the homepage dilutes the message and tanks the conversion rate.
3. Not tracking conversions
If you don’t measure calls, forms and sales, you’re optimizing blind. Conversion tracking is the foundation of any profitable campaign.
4. Chasing clicks instead of customers
A cheap click is worthless if it doesn’t pay off. The right metric is cost per acquired customer — not cost per click.
5. “Set and forget”
An ad account needs weekly work: search terms, bids, ads to test. Without maintenance, performance decays.
In short
Profitable advertising isn’t about budget — it’s about discipline. At W Boîte Média, we structure your campaigns around cost per customer, and we watch them closely.