Google ads are constantly changing and evolving. With these changes come new mistakes that PPC marketers are making in developing and managing their campaigns.
This article explains the most common mistakes of 2026 so you can avoid repeating them this year.
Error 1: Inconsistent conversion tracking setup
Optimization decisions depend on conversion data. If your tracking is inconsistent, all of your account data is distorted.
If conversions use different attribution methods, calculation types, and conversion windows, the data applies unevenly across your account, making it difficult to judge the value of any one click.
In rare cases, you may exclude conversion tracking at the campaign level, which can make tracking accurate there but conflicting at the account level.
All paid search managers should aim to use conversion data consistently across all their accounts.
Dig deeper: Accurate tracking data: The key to ad effectiveness
Mistake 2: Ignoring the exact match
As Google pushes broad matches, automates them in the interface, and adds settings that open all keywords to broad, the use of similar matches has decreased.
However, exact matches are still widely used and remain the most converting match type for most accounts.
Everyone should include exact matches in their keyword mix.
Mistake 3: Making sure campaign settings match
You may have legitimate reasons for custom settings for a campaign. However, if your account is showing different unaccounted regions, inconsistent ad schedules, and a mix of bid strategies, it’s time to re-evaluate your settings.
When conducting account testing, making sure campaigns are set up correctly should be a priority.
Campaigns are often created at different times, sometimes years apart. Failing to check the consistency of settings remains one of the top mistakes of Google ads.
Mistake 4: Overestimating the strength of the ad
Ad strength is directly related to Google’s ability to control your ad messages. The less powerful the ad, the more control you have over your message.
The higher the ad power, the more control Google has over how your ads are displayed.
Our research on Adalysis (Disclosure: I am the founder) has consistently found that low ad strength ads have a higher conversion rate than high ad strength ads.
There is a common misconception that ad strength affects your quality score. It doesn’t. Ad strength is a number that is often overlooked.
Mistake 5: Not adding your top search terms as keywords
Your ad can be seen if the user’s search term matches your keyword.
As match types have decreased over the past few years, a single search term can trigger many keywords if no exact match exists.
If those keywords live in different ad groups with different ads and landing pages, the same search can turn up messages that don’t match the sentiment.
In addition, if you do not have the user’s search term as a keyword, Performance Max campaigns will often cancel your search campaigns.
Since PMax campaigns often have lower CTRs and conversion rates than search campaigns, this can be detrimental to your marketing.
Always add your top search terms as keywords to ensure the search engine sees the correct ad group, ad, and landing page.
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Mistake 6: Using broad match and untargeted CPA/ROAS bid methods
I won’t speak against the wider game. It has its uses.
However, your bid strategy plays a big role in how it performs in your account.
With High Bidding, whether it’s for revenue or conversions, Google prioritizes volume and will track results at no cost.
With targeted bidding, Google focuses on the targeted reach you set.
Because broad match can result in more search terms, it usually works well for target bidding and less well for higher bid options.
You should also check your match type usage as you change bid strategies. I did a whole session on bidding strategies that included the use of the wider game in SMX, and you can see the video here.
Dig deeper: Target ROAS in Google Ads: 5 essentials
Mistake 7: Always using the wrong keyword list
Do you have bad keywords that you use all the time without looking for bad keywords in the list?
In almost every search I do, I see negative keyword collisions. This happens when you block your keywords from showing because of a bad keyword.
Some negative keyword lists are over a decade old.
Companies, products, services, and user search terms have changed over the years, and when you add new keywords, you should make sure you don’t block these keywords.
This problem can be hard to spot as these keywords can get impressions, clicks, and conversions.
This happens when the search term is not the same as the keyword so that you can show ads for different search terms; you cannot show an ad for your original keyword.
Always check the negative keywords you add to your new campaigns to make sure your new keywords are showing.
Mistake 8: Blindly accepting Google’s recommendations
Google recommendations are sometimes in your best interest. They are always interested in Google.
Many recommendations are controversial, and some may even cause a decrease in account performance.
Some recommendations are helpful, so don’t ignore them completely. However, you need to consider what the recommendation will do to your account before accepting it.
Dig deeper: Google Ads best practices: The good, the bad and the balancing act
Mistake 9: Applying automatically
Did you know that Google can automatically add new keywords, add broad match versions of your keywords, and change your bid strategy without you doing anything?
This is only possible if you have turned on automatic application. I’ve seen Google accounts automatically crash accounts.
All these settings should be disabled.
If you’ve applied by default, you’ll see suggested changes as recommendations so you can make an informed decision before accepting or rejecting them.
Dive deep: Improve your Google Ads performance: 3 simple setting changes
Mistake 10: Believing AI is smarter than you
AI is like a child eager to please. It will give you an answer, even if it’s wrong.
It is also like a teenager who thinks he knows everything, and will not fully understand how it works.
You are the parent of your account and ultimately responsible for its success or failure.
AI has many uses, but it is not infallible. It is very good at math and pattern recognition, but does not understand people, empathize, or deal with external objects.
We might call AI intelligent, but that comes from accessing data. Wisdom comes from experience.
Your mind is still your best marketing tool. It has been for years, and it will be in 2026.
If you use your knowledge and judgment to check your account and avoid these mistakes, you stand a better chance of getting good results from Google Ads.
Dive deeper: AI and Google advertising: What’s next?
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