Running Google Ads for e-commerce is one of the fastest ways to grow sales — but it’s also easy to waste budget if your campaigns aren’t set up properly. Over the years, we’ve audited 300+ e-commerce brands, and the same mistakes keep showing up again and again.
The good news? Every mistake has a simple fix. Let’s dive into the top 10 Google Ads mistakes e-commerce brands make — and how to avoid them.
1. Running Ads Without Proper Tracking
If you don’t track sales and revenue, you’re flying blind.
Fix: Set up Google Tag Manager, GA4, and conversion tracking with purchase values. Always measure ROAS, not just clicks.
2. Poorly Optimized Product Feed
Generic titles and low-quality images kill Shopping performance.
Fix: Write keyword-rich titles (Brand + Product Type + Key Feature), add lifestyle images, and use attributes like GTIN, color, size.
3. Targeting Too Broad
Many brands waste money on irrelevant clicks.
Fix: Use negative keywords and audience targeting to filter out bad traffic. Focus on high-intent search terms.
4. Relying Only on Smart Shopping or PMax
Automation is powerful but risky if you rely on it 100%.
Fix: Run Standard Shopping + Search campaigns alongside Performance Max for control and insights.
5. Ignoring Mobile Experience
Most e-commerce traffic is mobile. A clunky checkout = lost sales.
Fix: Ensure your site is mobile-optimized, fast, and friction-free.
6. Using Weak Ad Copy
Ads that don’t highlight benefits fail to convert.
Fix: Write scroll-stopping headlines, highlight value & USPs, and include strong CTAs.
7. Not Testing Enough
Too many brands “set and forget” campaigns.
Fix: Continuously A/B test ad copy, images, and landing pages to improve ROAS.
8. Ignoring Bidding Strategy
Manual bidding or wrong settings can burn budget.
Fix: Start with Maximize Conversions, then switch to Target ROAS once you have data (30+ conversions/month).
9. No Remarketing Strategy
80% of shoppers don’t buy on the first visit.
Fix: Run remarketing ads on YouTube, Display, and Search to bring back cart abandoners and browsers.
10. Not Monitoring Search Terms
Google may show your ads on irrelevant searches.
Fix: Regularly review the search terms report and add negatives to cut wasted spend.
Final Thoughts
Google Ads is one of the most powerful growth tools for e-commerce — but only if you avoid these common mistakes.
✅ Track everything.
✅ Optimize your feed.
✅ Control automation with strategy.
✅ Test, refine, and scale.
👉 Want to see how your store stacks up? [Book a Free 30-Minute Growth Audit Call] and we’ll identify hidden opportunities to maximize your ROAS and scale profitably.