Google Ads is one of the fastest ways to get your business in front of potential customers — whether you run an e-commerce store, SaaS platform, or service business.
But here’s the truth: most new advertisers in Africa waste money because they don’t set up their campaigns correctly.
In this guide, we’ll cover the 10 most common Google Ads mistakes beginners make (especially in Africa) and how to fix them so you can start running profitable campaigns from day one.
1. Using the Wrong Keyword Match Types
Many beginners use Broad Match keywords for everything. This means Google shows your ads for a wide range of irrelevant searches, wasting your budget.
Example: If you sell “Nike running shoes” and use Broad Match, your ad might appear for searches like “free running tips” or “how to run faster” — not buyers.
How to Fix It:
- Use Phrase Match or Exact Match for higher targeting accuracy.
- Add Negative Keywords to block irrelevant traffic.
- Use Google Keyword Planner to find high-intent keywords.
Recommended Tool: Google Keyword Planner, SEMrush
2. Not Setting Up Conversion Tracking
Without tracking, you can’t see which keywords, ads, or campaigns are bringing sales — and which are wasting money.
How to Fix It:
- Set up Google Ads Conversion Tracking and/or Google Analytics 4.
- Track purchases, sign-ups, calls, or any valuable action.
- Use UTM parameters to measure campaign performance in Google Analytics.
3. Targeting the Wrong Locations
Some African advertisers accidentally target countries where they don’t sell, or they target entire countries when they only serve certain cities.
How to Fix It:
- Use location targeting to focus on regions where your customers are.
- Exclude areas where you can’t deliver or provide services.
- Use radius targeting (e.g., “10km around Lagos Island”) for local businesses.
4. Ignoring Mobile Optimization
In Africa, over 80% of internet traffic is mobile. If your ads or landing pages aren’t mobile-friendly, you’re losing sales.
How to Fix It:
- Ensure your landing page loads in under 3 seconds on mobile.
- Use mobile-preferred ad formats.
- Check your site’s mobile speed with Google PageSpeed Insights.
5. Writing Weak Ad Copy
Many new advertisers simply list their products without telling customers why they should click.
How to Fix It:
- Focus on benefits, not just features.
- Include numbers, offers, and urgency (e.g., “Get 20% Off – Today Only!”).
- Use Ad Extensions like callouts, site links, and structured snippets.
6. Sending Traffic to the Homepage
If your ad is about a specific product, sending people to your homepage confuses them and increases drop-offs.
How to Fix It:
- Send users to a dedicated landing page relevant to the ad.
- Make sure the page matches the keyword and offer.
- Include a clear call-to-action (CTA) above the fold.
7. Not Using Negative Keywords
Without negative keywords, your ads appear for irrelevant searches — eating up your budget.
How to Fix It:
- Add terms like “free,” “cheap,” “DIY” if they don’t match your offer.
- Review your Search Terms Report weekly to find irrelevant queries.
- Build a master negative keyword list for your campaigns.
8. Setting and Forgetting Campaigns
Many advertisers launch campaigns and never check them again until the budget is gone.
How to Fix It:
- Monitor campaigns weekly.
- Pause underperforming keywords/ads.
- A/B test ad variations to find the best performer.
9. Relying Only on Search Campaigns
Search campaigns are powerful, but limiting yourself to only one type of campaign means missing out on cheaper traffic.
How to Fix It:
- Test YouTube Ads, Display Ads, and Performance Max.
- Use remarketing to bring back visitors who didn’t convert the first time.
- Allocate 10–20% of your budget to testing new campaign types.
10. Not Learning the Platform
Google Ads changes constantly. Without continuous learning, you’ll be left behind.
How to Fix It:
- Follow Google’s Skillshop courses.
- Learn from African-specific case studies and experts.
- Join communities where advertisers share results and strategies.
Final Thoughts
If you’re new to Google Ads in Africa, avoid these mistakes and apply the fixes above — you’ll save money and start seeing real results faster.
At Abitraj, we specialize in ROI-driven Google Ads strategies for African businesses.
Whether you’re an e-commerce brand, SaaS company, or service provider, we can help you turn every $1 you spend into $2, $3, or more.
Want Us to Audit Your Ads for Free?
Book a Free Google Ads Strategy Session today and discover how to:
- Lower your cost per click (CPC)
- Improve your click-through rate (CTR)
- Boost your return on ad spend (ROAS)
