Running Google Ads can feel like a braai—you want it to sizzle, but one wrong move and your budget’s up in smoke.
As a small business in South Africa, every rand counts, so wasting money on avoidable mistakes is a big no-no.
Don’t worry, we’ve got your back with a relaxed rundown of the top five Google Ads slip-ups that could be burning through your cash, plus how to fix them.
Let’s keep your advert budget lekker and lean in 2025!
1. Not Targeting the Right Audience
Casting a wide net sounds great, but it’s a budget killer.
If you’re a Joburg-based bakery, why are you showing adverts to folks in Cape Town?
Use Google Ads’ geotargeting to focus on your local area—say, a 10-kilometre radius around your shop.
Also, refine your audience by age, interests, or search behaviour.
For example, target “cake delivery near me” searchers instead of just “cakes.” Tight targeting means your rands hit the right people.
2. Ignoring Negative Keywords
Ever had your advert show up for totally irrelevant searches?
That’s where negative keywords save the day. Without them, your advert for “luxury leather shoes” might pop up for “cheap shoe repairs,” wasting clicks.
Spend time building a negative keyword list—terms like “free,” “DIY,” or “second-hand” if they don’t fit your vibe.
Check your Search Terms Report regularly to spot and block irrelevant terms.
It’s like gatekeeping your budget from unwanted guests.
3. Blowing Your Budget on Broad Match Keywords
Broad match keywords are like inviting everyone to your party—they’re too loose and attract the wrong crowd.
If you use “coffee shop” on broad match, your advert might show for “coffee machines” or “coffee beans,” draining your funds.
Switch to phrase or exact match keywords like “coffee shop Pretoria” to stay relevant.
Start small, test what works, and scale up.
4. Skipping Advert Extensions
If you’re not using advert extensions, you’re leaving money on the table.
Extensions like site links, callouts, or location details make your adverts bigger, more clickable, and more useful—without costing extra.
For instance, add a “Menu” link for your restaurant or a “Call Now” button for your plumbing service.
They boost your advert’s appeal and can improve your click-through rate.
5. Not Tracking Conversions
Spending on adverts without tracking conversions is like cooking without tasting—you’re just guessing.
Set up conversion tracking in Google Ads to see what’s working. Are people clicking “Book Now” or filling out your contact form?
If you’re not sure, you could be pouring money into dud campaigns.
Use Google Tag Manager or link Google Analytics to track actions like purchases or sign-ups. Data is your mate—let it guide your budget.
Keep Your Adverts Sharp
Google Ads can be a game-changer for your SME, but only if you dodge these common pitfalls.
Tighten your targeting, use negative keywords, go specific with keywords, max out extensions, and track those conversions like a hawk.
With these fixes, your advert budget will stretch further than a sunny day in Durban.
Now go make those rands work smarter, not harder!