Look, I’ve sat down with dozens of business owners across Brisbane who all say the same thing: “I’m spending a fortune on Google, but I have no idea if it’s actually working.”
It’s a common story. You set up some ads, the money starts disappearing from your bank account every month, and you’re just hoping that the phone ringing is a result of that spend. But hope isn’t a strategy.
When we take over an account, the first thing we do is a proper audit. We don’t look at fancy graphs or technical jargon. We look for where the money is leaking. Most of the time, it’s like a garden hose with ten different holes in it—by the time the water gets to the plants, it’s just a trickle.
Here are the 10 things we check first to see if your ads are actually working or if they’re just making Google richer.
1. Are we tracking actual money, or just 'clicks'?
This is the biggest mistake I see. An agency sends you a report saying, "Great news! You got 500 clicks this month!"
Who cares? You can’t pay your mortgage with clicks.
If your account isn't set up to show exactly when someone calls you or fills out a form, you’re flying blind. We check if your website is actually telling Google, "Hey, this person just booked a job." If you aren't measuring sales correctly, you’re just guessing. We look for recorded phone calls and form submissions. If we can’t see them, the whole thing is a waste of time.
2. The 'Broad Match' trap
Google loves a setting called "Broad Match." It basically tells Google, "Show my ad for anything vaguely related to what I do."
If you’re a plumber in Paddington, Google might show your ad to someone looking for "plumbing apprenticeships" or "how to fix a leaky tap myself." You’re paying for those clicks, but they’ll never buy from you. We go in and tighten those settings. We want your ads showing up when someone is actually ready to hire you, not when they’re looking for a DIY video.
3. Where is the money actually going?
I’ve seen Brisbane businesses accidentally paying for clicks from people in Sydney or Melbourne because their location settings were wrong. Or worse, they’re targeting the whole of Australia when they only service the Northside.
We check your location settings immediately. If you only work within 20km of the CBD, your ads shouldn't be seen by someone in Ipswich. It sounds simple, but you’d be surprised how often this gets messed up. We also look at how you're budgeting to make sure your cash is being spent during the hours you're actually open to answer the phone.
4. Negative keywords (The 'No-Go' list)
This is the most underrated part of Google Ads. A negative keyword list tells Google what you don't want to show up for.
If you sell high-end kitchens, you want to add words like "cheap," "second hand," or "free" to your negative list. If you don't, you'll spend half your budget on people who are never going to spend money with you. We look for a massive list of these. If an account only has five or ten negative keywords, it’s a red flag that money is being wasted.
5. Is your website ruining the deal?
You can have the best ads in the world, but if they click through to a website that looks like it was built in 2004, they’re going to leave.
We check where the ads are sending people. If someone searches for "emergency hot water repair," they should land on a page about hot water, not your homepage. They need to see a phone number immediately and a reason to trust you. If your site is slow or hard to use on a phone, you’re basically paying to annoy potential customers.
6. Are your competitors stealing your lunch?
Have you ever searched for your own business name and seen another company’s ad at the top? It happens all the time. Your loyal customers search for you, click the first thing they see, and end up with your rival.
We check if you’re protecting your brand from these poachers. It’s the cheapest traffic you’ll ever get, and you can’t afford to let someone else grab it.
7. The 'Search Terms' report (The truth teller)
This is where the rubber meets the road. We look at the actual words people typed into Google before they clicked your ad.
Usually, we find about 30-40% of the spend is on total rubbish. We’ve seen carpet cleaners paying for people searching for "how to get red wine out of carpet." That person isn't looking to hire a professional; they're looking for a bottle of White King. We cut that stuff out immediately.
8. Ad copy that actually sounds human
Most ads are boring. They say things like "Quality Service, Best Prices, 20 Years Experience." Everyone says that.
We look for ads that actually give people a reason to click. Do you have a 5-star rating? Mention it. Do you offer a 1-hour response time? Put it in the headline. If your ads look exactly like the three guys below you, you’re just competing on price, and that’s a race to the bottom.
9. Mobile vs. Desktop
For most local businesses—tradies, doctors, lawyers—about 80% of your customers are on their phones.
If your ads are performing great on computers but terrible on phones, we need to know why. Often, it’s because the mobile version of the site is clunky. We check the stats for both. If phones are bringing in all the jobs, we tell Google to spend more of your money there and less on people sitting at desks.
10. The 'Set and Forget' syndrome
Google Ads is not a slow cooker. You can’t just turn it on and walk away.
We look at the change history of the account. If no one has logged in for three months to tweak things, you’re being ripped off by your agency. The market changes, competitors move in, and Google changes its rules. If your account isn't being touched at least once a week, it’s stagnating.
What should you do first?
If you're worried your ads are burning cash, don't panic. Start by looking at your Search Terms report. It’s the fastest way to see if you’re paying for junk.
If you see a bunch of words that have nothing to do with your services, that’s your sign to act. You don't need a degree in marketing to see that paying for "free plumbing advice" when you're a commercial contractor is a bad move.
Honestly? Most small business owners shouldn't be managing this themselves. You’ve got a business to run. But you should know enough to hold your marketing people accountable.
If you want us to take a look under the hood and tell you exactly where the leaks are, we do this every day for businesses right here in Brisbane. No jargon, just a straight-up look at what's making money and what's a waste of time.
Drop us a line at Local Marketing Group and let's get it sorted.