Why Your Google Ads Aren’t Working. And How Small Businesses Can Fix Them

If you’re a small business owner in Brisbane running Google Ads but not seeing results, you’re not alone. Many service-based businesses waste thousands on poorly managed campaigns that generate clicks, not customers. This guide breaks down why your ads might be underperforming and what to do about it, in plain English, with no fluff.

1. The Click Trap: Why You’re Paying and Not Profiting

The most common issue we see? Campaigns optimised for traffic instead of leads. Google will happily take your money if you’re just chasing clicks. But if those clicks don’t convert, you’re funding a black hole.

✅ Fix it: Shift your campaign goal to ‘Leads’ or ‘Conversions’ and ensure you have proper tracking in place. You can’t optimise what you don’t measure.

Get your Google Ads campaign back on track

2. Too Broad, Too Fast: Wasting Budget on the Wrong Searches

Many small businesses set up campaigns with broad match keywords like 'marketing help' or 'plumber Brisbane'. These pull in irrelevant traffic fast, and burn your budget just as quickly.

✅ Fix it: Use phrase and exact match keywords. Focus on intent-based terms like 'emergency plumber Windsor' or 'accountant for sole trader Brisbane'. Layer in negative keywords to filter out junk.

3. Landing Pages That Leak Money

Your ad might be perfect, but if it points to a homepage instead of a focused landing page, you’re losing conversions. Sending people to a general page with no clear action wastes the click.

✅ Fix it: Build a tailored landing page for each core service. One page, one goal, no distractions. Clear call-to-action, proof of expertise, and fast load time.

4. Ad Copy That Sounds Like Everyone Else

Most Google Ads in your industry probably sound the same: 'Trusted Experts. Call Now!', and that’s a problem. If your ad doesn’t stand out, you’re just another search result.

✅ Fix it: Write like a human, not an agency. Call out the frustration your customer is facing and offer a bold, credible solution. Example: 'Sick of paying and not profiting? Let’s fix that.'

5. Budget Misalignment: Expecting Champagne on a Beer Budget

Too many small businesses underinvest in Google Ads and expect big results. But $5 a day across 20 keywords won’t cut it. You’re not buying visibility — you’re renting it, and space is competitive.

✅ Fix it: Focus your budget tightly. Start with one service and location, get it profitable, then scale. Think of Google Ads like a controlled test, not a magic switch.

The Substrate Way: Simple. Honest. Results-Driven.

At Substrate Media, we fix Google Ads for small businesses by stripping out the fluff, setting up clean tracking, and focusing on real commercial outcomes. Whether you’re new to ads or tired of paying for nothing, we can help.

If you want a second opinion on your current setup or just want to know what a better result looks like, get in touch. (https://www.substratemedia.com.au/get-in-touch).