Do you feel like your ads are just “on” — but not actually working?

If you’re a small business owner managing your own Google Ads campaign, you deserve credit — it’s no small task. But even the most resourceful DIY marketer can quickly get overwhelmed by the complexity of the Google Ads platform. Between bidding strategies, keyword match types, geo-targeting, conversion tracking, and Quality Scores, it’s easy to burn through your budget with little to show for it.

If you’re starting to feel like your ads are just “on” — but not actually working — here are five clear warning signs it’s time to bring in expert help from a seasoned marketing agency like JBR Marketing.

1. You’re Not Sure Where Your Ads Are Showing — Or to Whom

Geo-targeting is one of the most critical settings in Google Ads — and one of the most frequently misconfigured. If your business only serves customers within a 25-mile radius, but your ads are showing statewide (or worse, nationwide), you’re wasting valuable ad spend on clicks that will never convert.

We’ve seen small businesses unintentionally advertise to entire countries they don’t serve, simply because of default settings. An experienced PPC agency will ensure your ads are laser-focused on the right geographic areas to maximize your return.

2. You’re Letting Google Make the Decisions for You

Google’s automated “Optimization Suggestions” sound helpful — but they’re often more beneficial to Google’s bottom line than yours. While automation has its place, blindly applying these suggestions can lead to inflated budgets, irrelevant clicks, and poor-quality traffic.

If your strategy consists of approving every Google recommendation without a clear understanding of how it affects your account, it’s time to bring in a professional. At JBR Marketing, we evaluate every setting with your goals — not Google’s — in mind.

3. You’re Not Using Match Types (Correctly)

Keyword match types are the secret weapon of a well-run campaign. If you’re only using broad match — or you’re not sure what match types even are — your ads are probably showing up for searches that have nothing to do with your services.

For example, bidding on the term “plumber” in broad match could display your ad for someone searching “how to become a plumber” — not exactly your target customer. A skilled PPC manager knows how to use phrase match, exact match, and negative keywords to filter traffic and attract high-intent searchers.

4. You Don’t Know What a Quality Score Is — or Why It Matters

Google assigns a Quality Score to each of your keywords based on the relevance of your ads, landing pages, and expected click-through rate. A poor score means you pay more for each click — even if your competitors are bidding the same amount.

If your campaigns aren’t structured to improve Quality Scores, you’re paying a “bad setup tax” every time someone clicks. A well-optimized account structure — with relevant ad groups, compelling copy, and strong landing pages — is essential for driving costs down and results up.

5. You’re Not Tracking Conversions or Calls

Clicks don’t pay the bills — customers do. If you don’t have conversion tracking or call tracking set up correctly, you have no way of knowing which ads are actually generating leads or sales. That means you’re flying blind with your budget.

A marketing agency like JBR Marketing will implement proper tracking across your website, landing pages, and phone calls, giving you a clear view into what’s working — and what’s not. No more guessing. Just smart, data-backed decisions.

Bonus: You’re Not Using Negative Keywords

One of the most overlooked tools in Google Ads is the negative keyword list. This lets you block your ads from showing on irrelevant or unqualified search terms. Without it, you could be wasting money on clicks from users who are not even close to being a good fit for your business.

Every effective PPC campaign requires ongoing negative keyword maintenance to ensure your ads are only shown to the right audience. If you’ve never touched your negative keywords, that’s another flashing red light.

Take the Guesswork Out of Google Ads

Managing PPC campaigns is part science, part art — and entirely too expensive to wing it. If any of these warning signs hit home, don’t keep throwing money at the problem. Bring in the experts.

JBR Marketing helps small businesses like yours make every ad dollar count with smart, efficient, and transparent Google Ads management. Our team handles everything — from campaign setup to tracking, optimization, and reporting — so you can focus on running your business while we focus on growing it.