Running Google Ads in 2025 isn’t the same as it was last year. Google’s algorithms, automation, and policies have evolved fast — and if you’re still using outdated tactics, you might be throwing money down the drain.
Here’s what you need to stop doing immediately, with real-world examples and what to do instead to get better results.
1. Stop Using Broad Match Without Smart Layering
❌ The Problem:
Broad match can show your ads for too many unrelated keywords if not controlled.
📉 Example:
You’re a dentist in Noida bidding on “teeth cleaning”. Without audience filters, Google ads may show your ad to people searching “DIY teeth whitening at home” or “best toothpaste”, wasting your budget.
✅ Fix:
Use custom segments (like people interested in oral health + location targeting), along with negative keywords like “home remedy” or “free tips”.
2. Stop Skipping First-Party Conversion Tracking
You’re only tracking form submissions via Google’s auto-tracking, missing real buyer signals.
📉 Example:
You run a lead-gen campaign for a coaching center. The form is submitted, but unless you track calls or CRM data, you don’t know who actually converted.
✅ Fix:
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- Use Enhanced Conversions in GTM
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- Upload offline conversions (calls booked, students enrolled)
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- Use Customer Match with existing phone numbers or emails
3. Stop Using Only One Ad Format
❌ The Problem:
You’re only running Search Ads, missing out on visual placements that influence buying behavior.
📉 Example:
An eCommerce brand running only search campaigns for “summer t-shirts” is missing out on YouTube Shorts Ads, Display remarketing, and Discovery Ads.
✅ Fix:
Run a multi-format strategy:
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- Search Campaign for “Buy T-Shirts Online”
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- YouTube Shorts Ad showing your latest designs
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- Performance Max combining everything (video, shopping, display)
4. Stop Setting It and Forgetting It
❌ The Problem:
You launch a campaign, let Smart Bidding handle everything, and come back after 2 weeks wondering why leads dropped.
📉 Example:
You run a campaign for a real estate project in Pune, but forget to check search terms. Google starts showing your ad for unrelated queries like “property tax calculator” or “house loan schemes”.
✅ Fix:
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- Monitor campaigns every 2–3 days
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- Add negative keywords weekly
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- Refresh creatives every month (like new offers, testimonials, fresh headlines)
5. Stop Ignoring Your Landing Page Experience
❌ The Problem:
You spend ₹10,000/month on Google Ads, but your landing page takes 6 seconds to load and the form doesn’t work on mobile.
📉 Example:
An ad campaign for a gym membership in Delhi leads to a page with broken images and no CTA above the fold — result: high bounce rate, low conversions.
✅ Fix:
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- Use PageSpeed Insights (aim for <3 seconds load time)
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- Make sure form works on mobile
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- Add trust elements like reviews, videos, and a strong CTA (“Book Your Free Trial Now”)
What You Should Start Doing Instead (2025 Checklist)
✔️ Performance Max + Offline Conversions
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- Example: An astrologer uploads client data to track paid consultations.
✔️ First-Party Audience Targeting
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- Example: A home tutor retargets parents who visited the demo class page but didn’t sign up.
✔️ First-Party Audience Targeting
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- Example: A home tutor retargets parents who visited the demo class page but didn’t sign up.
✔️ Localized Campaigns + Google Business Profile
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- Example: A bakery runs location-based offers on Google Maps with click-to-call ads.
✔️ YouTube Shorts Ads
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- Example: A music coach promotes a 30-second vocal warm-up video as a lead magnet.
Enhanced Conversion Setup
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- Example: A legal firm uses GTM to track how many form fills lead to booked consultations via WhatsApp.
Final Thoughts
If you want to win with Google Ads in 2025, it’s not about more spend — it’s about smart adjustments.
The advertisers getting real ROI are those who:
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- Adapt to Google’s evolving AI
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- Track everything like a pro
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- And never stop testing new formats and creatives
Don’t just run ads. Run 2025-optimized campaigns.
