If your Google Ads budget is slipping away with little to show for it, itβs probably your campaign settings.
Googleβs default configurations often prioritise reach and automation rather than efficiency. Unless you actively adjust how your account is set up, youβll keep spending on clicks that donβt convert.
At Matter Solutions, we regularly help businesses improve their ads optimisation by reviewing what many overlook: the setup of their campaigns. Small changes to PPC settings, like refining location targeting or avoiding broad match keywords, can prevent unnecessary spend and help your ad budget go further.
In this article, weβll walk you through five settings to check and correct. Each one is simple, practical, and designed to help you get more value from every dollar you spend.
Letβs get into it.
How to Fix Google Ads Location Targeting to Avoid Wasting Budget
You can fix Google Ads location targeting by tightening who your ads actually reach. By default, Google shows your ads to people in your target area and to those whoβve shown interest in it. This leads to clicks from users who are nowhere near your service zone.
Head to your campaign settings, scroll to βLocation options,β and change the targeting method to βPresence: People in or regularly in your targeted locations.β This ensures your budget is used on people who are physically in your chosen locations.
It also helps to add exclusions for regions you donβt serve. If your business is based in Brisbane, thereβs no reason to appear in searches from Perth or overseas.
This one change can immediately cut waste. According to WordStream, poor location settings contribute to as much as 25% of lost budget. Fixing it helps your spending go further and reach the right audience.
Letβs move on to another setting that could be quietly reducing your results: keyword targeting.
Why You Need to Use Negative Keywords in Google Ads (And How to Do It Right)
Negative keywords are keywords that you do not want to rank for, and they are a big help to maintaining your Google Ads budget. This tactic prevents you from spending your budget on appearing for irrelevant or low-performing key terms. Think of them like βreverse keywordsβ: you donβt want to appear for them.
You need to use negative keywords in Google Ads because they help filter out clicks that will never turn into customers. Without them, your ads can appear for searches that sound close to your keywords but completely miss the mark.
One of the easiest ways to spot these issues is by checking your Search Terms Report. This shows you exactly what people are typing in before clicking your ad. If anything looks off-topic, unrelated, or not your audience, add it to your negative keyword list.
Take this example: a cleaning business bidding on βoffice cleaningβ might find theyβre showing up for βDIY office cleaning tips.β That user is looking for advice, not a service. Each click like that chips away at your spend without offering a real chance of conversion.
If you’re having trouble setting negative keywords, this Google guide walks you through the basics. Itβs a solid starting point, especially if you’re not sure which terms to block or how to apply them. Once you get the hang of it, keeping your list updated becomes quick and routine.
Why Smart Campaigns in Google Ads Might Be Wasting Your Budget
Smart Campaigns in Google Ads are wasting your budget because they give Google too much control over critical settings. When you rely on automation to decide your keywords, bids, and placements, you lose visibility over where your money is going and whether itβs working.
These campaigns are designed for ease, not precision. They often use broad match keywords, apply generalised bidding strategies, and limit access to performance data. That makes it harder to see whatβs working, test changes, or cut out underperforming areas.
Switching to Standard Search Campaigns gives you control back. You decide how much to bid, what terms to target, and what copy to run. More importantly, you can see real-time results and make decisions based on actual performance.
If you’re not sure what’s draining your budget, the lack of transparency in Smart Campaigns could be the reason. This Search Engine Journal article explains why many advertisers move away from Smart setups once they need real results.
How to Use the Right Keyword Match Types in Google Ads to Save Money
Using the right keyword match types in Google Ads helps you stop wasting money on irrelevant clicks and attract visitors who are more likely to take action. If youβve ever looked at your campaign results and wondered why conversions are low despite high traffic, this setting might be the cause.
Hereβs a quick breakdown of the main match types:
- Broad Match: Captures a wide range of search queries, even loosely related ones. It offers reach but often pulls in unqualified traffic.
- Phrase Match: Shows your ad when the search includes your keyword phrase in the same order. This provides a bit more control without narrowing too much.
- Exact Match: Only shows your ad for searches that match your keyword closely. Itβs ideal for targeting users with high intent and clear interest.
If youβre still relying on broad matches by default, your ad might be triggered by vague or unrelated searches. Thatβs a common cause of poor return on ad spend.
To improve performance:
- Use exact match for your best-converting terms.
- Test phrase match when you want some flexibility without giving up control.
- Review the Search Terms Report weekly and adjust based on whatβs converting.
Getting your match types right ensures your budget is spent on people who are actively looking for what you offer, rather than users whose searches only loosely relate to your keywords.
How to Optimise Device and Demographic Settings in Google Ads to Reduce Wasted Spend
You can optimise device and demographic settings in Google Ads by reviewing performance data and adjusting your targeting to focus on segments that deliver the best results. Neglecting these settings can lead to your ads being shown to users who are less likely to convert, resulting in unnecessary costs.
Device Targeting:
- Review Performance by Device: Navigate to the ‘Devices’ tab in your campaign settings to see how your ads perform on desktops, tablets, and mobile devices.
- Adjust Bids Accordingly: If you notice that conversions are higher on mobile devices, consider increasing your bids for mobile traffic. Conversely, if desktop users are not converting well, you might reduce bids or exclude that device type.
Demographic Targeting:
- Analyse Demographic Data: Under the ‘Demographics’ tab, assess how different age groups, genders, parental statuses, and household incomes interact with your ads.
- Refine Your Audience: Exclude or adjust bids for demographics that show lower engagement or conversion rates. For example, if users aged 18-24 are not converting, you might choose to lower bids for this age group.
Regularly monitoring and tweaking these settings ensures your ads reach the most responsive audiences, enhancing your return on investment.
Fix These Google Ads Settings and Make Your Budget Work Smarter
Letβs take a quick moment to pull it all together. If your Google Ads spend hasnβt been delivering the results you expected, these five settings are a good place to start:
- Location targeting: Make sure your ads are only showing to users in the areas you actually serve.
- Negative keywords: Filter out searches that donβt match your goals to avoid wasting budget.
- Smart campaigns: Consider switching to manual campaigns for better control and visibility.
- Match types: Choose the right structure to attract the right search intent.
- Devices and demographics: Adjust bids or exclude segments that arenβt converting.
Small, consistent improvements to your settings can make a big difference. When you take the time to refine your setup, youβre giving your ads the best chance to reach the right audience and deliver real results.
If you want expert eyes on your account or help making these changes, the team at Matter Solutions is here to support you.
