Wasting money on irrelevant clicks is one of the most common (and frustrating) problems I see when auditing Google Ads accounts. You log in, see that you’ve had loads of clicks… but they’re from people who were never going to convert.
If this sounds familiar, here’s how to stop throwing budget down the drain and make your Google Ads work smarter, not just harder.
1. Review Your Search Terms Report Regularly
This is your first line of defence.
Go to Search Terms in Google Ads and look at what people actually typed before clicking your ad. If you’re seeing irrelevant or unexpected searches, it’s time to tighten things up.
Example:
You’re a commercial shelving installer, but your ad is showing for “cheap garage racking” - that’s a problem.
Fix:
Add negative keywords like “garage”, “cheap”, “home”, etc.
2. Use the Right Match Types
Broad match can be useful in the right hands, but if you’re not watching it closely, it’ll spend your budget on very loose interpretations of your keywords.
Quick Tip:
• Phrase match gives you more control than broad
• Exact match is safest for avoiding irrelevant clicks
• Use broad only with a tight negative keyword list or when testing
3. Build a Strong Negative Keyword List
Think of this like an exclusion list. You want to tell Google exactly what not to show your ads for.
Start with common filters:
• “Free”
• “Jobs” / “Careers”
• “Cheap” / “DIY”
• Locations you don’t serve
• Competitor brand names (if irrelevant)
You can build this over time as you monitor the search terms report.
4. Make Your Ads More Specific
Vague ads attract vague clicks. Be ultra-clear about who your service is for.
Instead of:
“Expert Shelving Installers”
Try:
“Shelving for Warehouses”
The more specific you are, the less likely someone outside your target audience will click.
5. Track Conversions Properly
Sometimes the issue isn’t just irrelevant clicks, it’s that you don’t have full visibility of what’s working.
If you’re not tracking form fills, phone calls, or purchases accurately, you’re flying blind. That means Google can’t optimise properly either.
If your Google Ads are racking up clicks but not bringing in quality leads or sales, the issue is usually down to one of three things:
• Loose targeting
• Unclear ad messaging
• Poor conversion tracking
