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Discover the Hidden Money Leaks in Your AdWords Campaigns

3 minutes

by Kade McConville
CEO of EMBARK w/15 years of WordPress experience. Business and Law Graduate. Marathon runner, mental health campaigner & proud dad.

Three professionals, one sitting on the floor, one at a desk, and one standing, collaborate on an AdWords campaign around a large desktop computer in a creative office setting.

As a business owner, you might have invested in Google AdWords campaigns to increase traffic to your website, but are you getting the desired ROI from your ad spend? If not, it’s time to identify the hidden money leaks in your AdWords campaigns. 

You are wasting your budget without getting significant results in these money leaks. 

This article will discuss how to discover these hidden money leaks and plug them to optimise the performance of your AdWords campaigns.

Identify Negative Keywords

A primary reason for money leaks in AdWords campaigns is targeting the wrong keywords. When you bid on irrelevant keywords, your ads will be displayed to the wrong audience, resulting in low click-through rates and wasted ad spend. 

Therefore, it’s crucial to identify negative keywords irrelevant to your business and exclude them from your campaigns. You can use the Search Terms Report in AdWords to identify and add these negative keywords to your negative keyword list.

Optimise Ad Groups

Ad groups are crucial to AdWords campaigns; optimising them can help improve your campaign’s performance. If your ad groups are too broad and contain multiple keywords, it’s time to restructure them. 

Create smaller ad groups with specific keywords and ad copy that matches the searcher’s intent. This will improve your ad relevance, increase click-through rates, and reduce cost per click.

Improve Quality Score

The Quality Score is an important measure used in AdWords, which decides the position and expenses of your ads based on the relevance and quality of your ad. A high-quality score means your ad is relevant to the searcher’s query, resulting in higher ad positions and lower cost per click. 

Therefore, improving your quality score is crucial by optimising your ad copy, landing pages, and keyword relevance. This will not only cut down on your expenses but also enhance the effectiveness of your advertisements.

Remove Low Performing Ads

There are different types of advertisements, and some may not be as effective as others. Identifying and removing low-performing ads that are not generating clicks or conversions is essential. 

Instead, you should focus on the high-performing ads and optimise them to improve their performance even further. This will help you save money and improve your campaign’s overall ROI.

Monitor Ad Placement

Ad placement is another crucial factor impacting ad performance and cost. You can identify which positions generate the most clicks and conversions by monitoring your ad placement. 

This will help you adjust your bids accordingly and focus on the positions that are generating the best results. You can also exclude irrelevant placements that are not generating results to save your ad spend.

Analyse Competitor Campaigns

Analysing your competitor’s AdWords campaigns can provide valuable insights into their ad strategies, keyword targeting, and ad copy. By understanding your competitor’s campaigns, you can identify the gaps in your campaigns and make necessary improvements. 

Moreover, analysing your competitor’s campaigns can help you identify new opportunities for targeting keywords and ad placements that you might have missed earlier. So keep a close eye on your competitor’s AdWords campaigns and use the insights to improve your own campaigns.


In the end, it is crucial to regularly monitor and optimise your AdWords campaigns to avoid hidden money leaks. By analysing your campaign’s data and implementing the abovementioned strategies, you can improve your ad performance, save money, and achieve your desired ROI. 

Remember, AdWords campaigns are dynamic; what works today may not work tomorrow. It is important to remain watchful and consistently improve your marketing strategies to stay ahead of your competitors. 

So start auditing your AdWords campaigns today and discover the hidden money leaks that are holding you back.

Get ahead of the competition with EMBARK’s quality digital marketing in the UK. As a web design and marketing agency based in Cardiff, South Wales, we specialise in creating bespoke solutions to help businesses grow online.


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