SEO
Google Ads is constantly changing and evolving. With these changes come fresh mistakes PPC advertisers make in optimizing and managing their campaigns.
This article breaks down the most common mistakes of 2026 so you can avoid repeating them this year.
Mistake 1: Inconsistent conversion tracking setup
Optimization decisions rely on conversion data. If your tracking is inconsistent, your entire account data becomes skewed.
When conversions use different attribution methods, count types, and conversion windows, the data applies unevenly across your account, making it hard to judge the value of any click.
In rare cases, you may override conversion tracking at the campaign level, which can make tracking accurate there but inconsistent at the account level.
All paid search managers should aim to apply conversion data consistently across their accounts.
Dig deeper: Accurate tracking data: The key to optimal ad performance
Mistake 2: Ignoring exact match
As Google pushes broad match, makes it the default in the interface, and adds settings that turn all keywords broad, exact match usage has declined.
However, exact match still has many uses and consistently remains the highest-converting match type for the vast majority of accounts.
Everyone should include exact match in their keyword mix.
Mistake 3: Ensuring campaign settings are consistent
You may have valid reasons for custom settings by campaign. However, if your account shows different excluded regions, inconsistent ad schedules, and a wide mix of bid strategies, it’s time to double-check your settings.
When you run an account audit, confirming that campaigns are set up correctly should be a top priority.
Campaigns are often created at different times, sometimes even years apart. Failing to check setting consistency remains one of the top Google Ads mistakes.
Mistake 4: Caring about ad strength
Ad strength is directly related to Google’s ability to control your ad’s messaging. The lower the ad strength, the more control you have over your message.
The higher the ad strength, the more control Google has over how your ads are displayed.
Our research at Adalysis (Disclosure: I’m a co-founder) has consistently found that lower ad strength ads have higher conversion rates than high ad strength ads.
There is a common misconception that ad strength affects your quality score. It does not. Ad strength is a number that can generally be ignored.
Mistake 5: Not adding your top search terms as keywords
Your ad can show when a user’s search term matches your keyword.
As match types have loosened over the past few years, a single search term can trigger multiple keywords if no exact match exists.
When those keywords live in different ad groups with different ads and landing pages, the same search can surface inconsistent messaging and experiences.
In addition, if you don’t have the user’s search term as a keyword, then Performance Max campaigns often trump your search campaigns.
Since PMax campaigns generally 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 searcher sees the correct ad group, ad, and landing page.
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Mistake 6: Using broad match with non-target CPA/ROAS bid methods
I’m not going to rant against broad match. It has its uses.
However, your bid strategy plays a major role in how effective it is for your account.
With Max bidding, whether for revenue or conversions, Google prioritizes volume and will pursue results regardless of cost.
With target bidding, Google focuses on hitting the specific target you set.
Because broad match can trigger for many search terms, it often performs reasonably with target bidding and poorly with max bidding options.
You should also evaluate your match type usage as you change bid strategies. I did an entire session on bid strategies that includes broad match usage at SMX, and you can see the video here.
Dig deeper: Target ROAS in Google Ads: 5 key considerations
Mistake 7: Always using old negative keyword lists
Do you have negative keyword lists you always apply without even looking at the negative keywords in the list?
In almost every audit I conduct, I see negative keyword conflicts. These occur when you block your keywords from showing due to a negative keyword.
Some negative keyword lists are over a decade old.
Companies, products, services, and user’s search terms have changed over the years, and when you add new keywords, you should ensure you’re not blocking these keywords.
This issue can be tricky to spot since these keywords can receive impressions, clicks, and conversions.
This happens when the search term isn’t the same as the keyword so that you can show ads for a wide variety of search terms; you just can’t show an ad for your actual keyword.
Always check the negative keywords you add to your new campaigns to ensure your new keywords can be displayed.
Mistake 8: Blindly accepting Google recommendations
Google’s recommendations are sometimes in your best interest. They are always in Google’s best interest.
Many recommendations are controversial, and some can even cause declines in account performance.
Some recommendations are useful, so do not completely ignore them. 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: Having auto-apply turned on
Did you know that Google can automatically add new keywords, add broad match versions of your keywords, and even change your bid strategy without you doing anything?
This can only happen if you have auto-apply turned on. I’ve seen Google’s auto-apply settings wreck accounts before.
All of these settings should be turned off.
If you have auto-apply turned off, you’ll see the suggested changes as recommendations so you can make an informed decision before accepting or rejecting them.
Dig deeper: Improve your Google Ads performance: 3 simple setting changes
Mistake 10: Believing AI is wiser than you
AI is like a child eager to please. It will give you an answer, even if it’s wrong.
It’s also like a teenager who thinks it knows everything, and you’ll never 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 isn’t infallible. It excels at math and pattern recognition, but it doesn’t understand people, feel empathy, or handle outliers well.
We may call AI smart, but that comes from access to data. Wisdom comes from experience.
Your brain is still your best marketing tool. It has been for years, and it will be again in 2026.
When you apply your knowledge and judgment to evaluate your account and avoid these mistakes, you put yourself in a strong position to drive meaningful results in Google Ads.
Dig deeper: AI and Google advertising: What’s next?
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