3 Ways to Fix Underperforming Google Ads (Without Starting Over)

Smart tweaks that can rescue your ROI — no full reset required

Running Google Ads can feel like gambling when things aren’t going well. You set up the campaign, choose your keywords, write the copy — and then… crickets. Maybe you’re seeing clicks but no conversions, or worse, your budget is burning up fast with little to show for it.

The good news? You don’t need to scrap everything and start from scratch. Often, underperforming Google Ads just need a few strategic tweaks — not a full-blown overhaul. Here are three proven ways to get your campaigns back on track without hitting the reset button.

1. Refine Your Keywords (and Match Types)

Your keywords are the foundation of any Google Search campaign — but if you’re not getting the right traffic, that foundation might be cracked.

Here’s What Might Be Going Wrong:

• You’re using broad match keywords and attracting irrelevant clicks.
• You haven’t added negative keywords, so you’re paying for searches that don’t align with your offer.
• Your keywords are too generic, making you compete with big-budget advertisers.

Fix It Without Starting Over:

• Add Negative Keywords: Start with irrelevant search terms you’ve seen in your search term reports. If you’re selling custom notebooks, and you’re getting clicks from people searching “free printable journals,” it’s time to block those.
• Switch Match Types: If you’re using only broad match, try switching some of your top-performing keywords to phrase match or exact match to narrow down search intent.
• Audit Search Terms Report: Inside Google Ads, go to the “Search Terms” tab under Insights. It shows the actual queries triggering your ads — gold for identifying both opportunities and waste.

Why This Works:

Refining keywords helps ensure you’re spending your budget on people who are more likely to convert — not just anyone typing something vaguely related.

2. Improve Your Ad Copy and Extensions

Sometimes your targeting is solid, but your ad copy just isn’t doing enough to grab attention or inspire clicks.

Here’s What Might Be Going Wrong:

• Your headlines are too generic (think: “Buy Now” instead of “Handmade Jewelry for Under $30”)
• You’re not clearly stating what makes you different
• You’re missing ad extensions like site links, callouts, or structured snippets — all of which add valuable real estate to your ad

Fix It Without Starting Over:

• Rewrite Your Headlines: Focus on benefits, offers, and specificity. Use numbers, keywords, or urgency. For example:
  • Weak: “Pet Supplies Online”
  • Stronger: “Eco-Friendly Dog Treats” and “Free Shipping Over $35”
• Update Description Lines: Use this space to overcome objections or emphasize social proof.
• Add or Refresh Extensions: Site link extensions (e.g. “Shop Now,” “About Us”), callout extensions (e.g. “Family-Owned,” “Free Returns”), and structured snippets (e.g. “Brands: Nike, Adidas”) make your ads stand out and improve your click-through rate.

Why This Works:

Better copy = higher click-through rate (CTR), which leads to a lower cost per click (CPC) and better Quality Score — which Google rewards with better placements and lower costs.

3. Tighten Up Your Landing Page Experience

If your Google Ads are getting clicks but not converting, the problem may not be your ad at all — it’s what happens after the click.

Here’s What Might Be Going Wrong:

• Your landing page doesn’t match the ad’s promise
• It’s slow to load (especially on mobile)
• It’s cluttered, confusing, or not optimized for conversions (no clear CTA, too many links, etc.)

Fix It Without Starting Over:

• Match Ad Messaging to the Page: If your ad promotes “50% Off All Eco Yoga Mats,” your landing page should highlight that exact offer. Consistency builds trust and reduces bounce rates.
• Simplify the Page: Remove distractions. One CTA per page. Clear headline, benefit-driven copy, and ideally, testimonials or trust signals.
• Test the Page Experience: Use Google’s PageSpeed Insights to test mobile and desktop load times. A slow site = higher bounce rate = lower Quality Score.
• Set Up Conversion Tracking: Make sure conversions (form fills, purchases, downloads) are being accurately tracked with tags, pixels, or GA4 events.

Why This Works:

Google rewards landing pages that are relevant, fast, and helpful. And even minor improvements (like moving your CTA above the fold or reducing load time by 2 seconds) can lead to major increases in conversions.

Bonus Tip: Don’t Pause Too Soon — Adjust and Monitor

It’s tempting to shut down a campaign if it’s not performing within a few days, but Google Ads need time and data to optimize.

Instead of pausing:

• Adjust budgets gradually (don’t cut 50% overnight)
• A/B test headlines, descriptions, and landing pages
• Let campaigns run at least 7–10 days unless there’s a critical issue
• Monitor trends weekly — not hourly — to make strategic changes, not emotional ones

Final Thoughts: You’re Probably Closer Than You Think

If your Google Ads aren’t performing the way you hoped, don’t panic. You probably don’t need to start over — you just need to make smarter adjustments based on real data.

Fix your targeting, sharpen your copy, align your landing page — and give the algorithm time to learn. With a few intentional changes, you can turn an underperforming campaign into one that quietly and consistently brings in leads or sales.

Remember: Great ad strategy isn’t about perfection on the first try. It’s about iteration, data, and alignment.