“70% of small business ad budgets never return profit.”
I heard this from a Google trainer years ago. It stuck with me.
And the worst part?
Most of that money wasn’t lost because of competition or high cost-per-click.
It was lost because the campaigns were set up blind.
If you’ve ever run Google Ads and thought:
“Why am I paying so much and still not getting inquiries?”
You’re not alone. And the good news is, the problem is usually fixable.
Let’s break this down simply, clearly, and practically.
The Real Reason Google Ads Feels Expensive
Google Ads isn’t expensive by default.
It only becomes expensive when it’s unfocused.
Think of it like opening a shop in a huge mall.
If your signboard just says “Open”, people walk past.
If it says exactly what you sell, who it’s for, and why it’s better, people walk in.
Your ads need that same level of clarity.
4 Common Mistakes That Quietly Drain Your Budget
1. No Location or Call Assets
Imagine someone searching “plumber near me”.
Your ad shows.
But there’s no phone button. No address. Nothing showing you are nearby.
Result: They scroll.
Adding location and call assets takes less than 3 minutes.
Yet it can double the number of people who actually contact you.
2. Mixing Everything into One Campaign
A person searching “best gym near me” is not the same as someone searching “how to lose weight fast”.
Different searches mean different intent.
When all keywords are stuffed together in one campaign, Google serves one generic ad to everyone.
That’s like trying to sell the same shoe to both marathon runners and powerlifters.
Separate your campaigns by intent.
This alone makes ads cheaper and more effective.
3. Incomplete Google Business Profile
Your Google Business Profile is your online storefront.
If the address is different across platforms, the opening hours are missing, or the photos look outdated, trust drops instantly.
People don’t buy when they feel unsure.
So clarity = money.
4. No Conversion Tracking
This one is big.
Without tracking, Google has no idea which clicks turned into calls, forms, or purchases.
So it does guesswork.
Guessing is expensive.
Set up conversion tracking.
Even a simple lead form or call tracking can shift your results fast.
What Actually Works (The Practical, Beginner-Friendly Approach)
Start small.
Focus on what matters.
Improve gradually.
Here’s a simple three-step structure anyone can use:
Step 1: Clean up the foundation
- Complete your Google Business Profile
- Add at least 5 photos
- Match your name, address, and phone number across all platforms
Step 2: Build one clear campaign
- One intent per campaign
- One message per audience
- One call-to-action
Step 3: Track real outcomes
- Track calls
- Track lead forms
- Review search terms weekly
You’ll be shocked how much clarity this brings.
A Real Example
A small local clinic I worked with was spending £800 a month and getting almost nothing back.
They had:
- One mixed campaign targeting everything from “skin consultation” to “diabetes check”
- Zero call tracking
- GBP with no reviews and inconsistent info
We fixed the basics.
Split campaigns by service type.
Added call and location assets.
Set up conversion tracking.
Encouraged staff to ask satisfied clients for reviews.
Within 6 weeks:
Cost per lead dropped from £45 to £9.
Calls tripled.
Google Ads didn’t change.
The setup did.
The Takeaway
Google Ads can work for small businesses.
But it only works when the foundation is stable.
Simplicity wins.
Clarity wins.
Tracking wins.
Start small.
Watch what matters.
Scale when the data is real.
That’s the practical way to win.
And it’s more achievable than most people think.