You’ve launched your store. You’re running Google Ads.
But something’s off.
Sales are flat. Budget is burning. And every time you check your dashboard, you feel more confused than confident.
Let me tell you something most agencies won’t:
Google Ads only works if it’s built on a smart foundation.
And most eCommerce accounts? Aren’t.
Here are 5 mistakes we see every week in Shopify brand accounts, and how to fix them before they keep costing you sales.
Mistake 1: No Negative Keywords
Google will happily show your ads for all kinds of irrelevant searches, unless you tell it not to.
For example:
You’re selling luxury skincare, but your ad is showing for “cheap face cream NZ”.
You’re paying for clicks that will never convert.
Fix: Add negative keywords weekly. Filter out the time-wasters.
Mistake 2: One Ad Group for Everything
All your keywords, all your ads, all your audiences… in one big soup.
You can’t test, optimise, or scale like that.
Fix: Segment your campaigns. Organise by product, intent, or audience. Google loves structure, and so do profitable accounts.
Mistake 3: Sending Traffic to Your Homepage
If someone searches “organic dog shampoo,” don’t send them to your homepage and make them hunt.
Fix: Create product-specific landing pages that match the ad. One clear message. One clear path to purchase.
Mistake 4: No Conversion Tracking (or the Wrong Kind)
You’re not tracking purchases?
Or worse, you’re counting “Add to Cart” as a conversion?
That’s how you end up scaling vanity, not revenue.
Fix: Set up Google Ads conversion tracking correctly, or let us do it for you.
Mistake 5: Set and Forget
Google Ads needs weekly attention.
If you “set it up once” and haven’t touched it in months, that’s not a strategy. That’s a liability.
Fix: Optimise your bids, test creatives, review search terms, track ROAS.
Or Let Us Do It For You
We offer Google Ads management for ecommerce brands that actually want results, not just reports.
Book your Marketing Machine Audit and get real clarity on what’s working, what’s broken, and how to turn your account into a sales machine.
