5 Costly Mistakes New Advertisers Keep Making
Google Ads in Kenya has become one of the fastest ways for businesses to reach customers who are actively searching for products and services. From salons and online shops to consultants and travel agencies, many brands turn to Google Ads expecting instant sales.
However, while Google Ads can deliver powerful results, many new advertisers lose money simply because they make avoidable mistakes. Understanding these errors early can save your business time, budget, and frustration.
Below are five costly Google Ads mistakes Kenyan businesses commonly make — and how to avoid them.
1. Targeting Everyone Instead of the Right Audience
One of the biggest mistakes new advertisers make is assuming that more reach equals more sales. They set their ads to target “all of Kenya” or overly broad audiences, hoping to catch anyone who might be interested.
In reality, broad targeting often wastes ad spend. Your ads may appear to people who have no intention of buying or who are outside your service area.
What to do instead:
Be specific. Target by location, interests, age, and search intent. If you serve Nairobi only, limit your ads to Nairobi. If your product is premium, narrow your audience to people who can afford it. Precision saves money and improves results.
2. Using the Wrong Keywords
Many beginners choose keywords that are too broad, such as “marketing,” “clothes,” or “shoes.” While these keywords may get high search volume, they are expensive and attract people who are just browsing.
Broad keywords also lead to irrelevant clicks, which quickly drain your budget without generating conversions.
What to do instead:
Use long-tail keywords that show buying intent, such as “digital marketing agency in Nairobi” or “affordable women’s heels Kenya.” These keywords may get fewer searches, but they attract users who are ready to take action.
3. Ignoring Conversion Tracking
Many advertisers focus only on clicks and impressions, without tracking what happens after someone clicks the ad. Without conversion tracking, you are essentially advertising blind.
You may be getting clicks but no leads, sales, or inquiries — and not knowing why.
What to do instead:
Set up conversion tracking for actions such as:
- Contact form submissions
- Phone calls
- WhatsApp clicks
- Purchases
This allows you to see which ads are actually making you money and which ones need improvement.
4. Poor Ad Copy That Doesn’t Sell
Some Google Ads fail simply because the message is weak. Generic ad copy like “Best services available” or “Quality products” does not stand out in a competitive market.
Users scroll past ads that don’t clearly explain the value or solve a problem.
What to do instead:
Write clear, benefit-driven ad copy. Highlight what makes your business different:
- Fast delivery
- Affordable pricing
- Local expertise
- Limited-time offers
Strong headlines and clear calls-to-action can significantly improve click-through rates.
5. Sending Traffic to the Wrong Landing Page
Even the best ad will fail if it sends users to a confusing or slow webpage. Many new advertisers send traffic to their homepage, which may not directly match the ad message.
If users don’t immediately find what they were promised, they leave.
What to do instead:
Create dedicated landing pages that match your ads. The page should:
- Load quickly
- Be mobile-friendly
- Clearly explain the offer
- Have one strong call-to-action
A well-optimized landing page can double or even triple your conversion rate.
Final Thoughts
Google Ads can be extremely effective for Kenyan businesses when done correctly. The key is not spending more money, but spending smarter. By avoiding these common mistakes and focusing on strategy, relevance, and tracking, you can turn Google Ads into a reliable growth tool rather than a costly experiment.
If you’re new to Google Ads or struggling to see results, working with a digital marketing professional can save you time, money, and frustration.
At Diana Jenn Consultancy, we help businesses run smarter, data-driven ad campaigns that deliver real results.
