Most Google Ads accounts we audit are leaking 20-40% of their budget on searches that were never going to convert. Here is where that waste typically comes from and how to fix it.
Negative keywords are non-negotiable
Review the search terms report weekly, not monthly. Every irrelevant query that triggers your ad is money you will never get back.
Dayparting around real buying behaviour
Most service businesses see conversion rates fall off a cliff outside business hours. Scheduling ads around when your team can actually respond protects cost-per-lead.
Audience layering, not just keyword targeting
Overlaying in-market and affinity audiences on top of keyword targeting lets you bid more aggressively on the traffic most likely to convert, and pull back on the rest.
Match types matter more than ever
Broad match without strong automated bidding and a mature negative keyword list is one of the fastest ways to burn budget. Start tighter, expand deliberately.