They sign up with “Google Ads Express” program and it burns through their budget because Google’s settings are simply not the best for them. They’re good for Google. They’re not good for you and a bad experience turns a possible long term customer into a short lived one.
They don’t know what a negative keyword is and it kills their budget. Example, they want ‘junk removal’ customers, but people are searching for ‘junk removal business’ because they want to know about getting into the business. Their junk removal ad shows up because they don’t have ‘business’ as a negative keyword, and the person searching clicks the ad because they think it’s going to show them how to start their own junk removal business, and it costs them a click for nothing. Add dozens or hundreds of these poorly targeted clicks and goodbye budget.
They don’t know how to track a conversion so they are running ads blindly with zero chance of improving anything that will produce meaningful results.
