Google Ads can be an absolute game changer for your company in Switzerland - or a bottomless pit into which you sink your marketing budget. Many entrepreneurs have already told me that they have "tried everything" but Google Ads just doesn't work. And often it's not because of Google, but because of small but serious Google Ads errorsthat creep in.
I remember a client from Zurich who invested CHF 4,500 per month in Google Ads and got almost nothing back. After a brief analysis, we realised that he was advertising his services throughout Switzerland - even though he could only serve customers from his region. His adverts were displayed in Geneva, Lugano and St. Gallen, but he was active in Zurich. A classic case of poor geo-targeting.
To prevent this from happening to you, in this article we take a look at the most common Google Ads error and how you can easily avoid them.
1. wrong or too broad keywords
Problem: Too much wastage
One of the largest Google Ads error is the wrong keyword strategy. Many companies rely on generic or overly broad keywords such as "Car repair shop" or "Coaching". The problem? You're competing with huge companies and burning through your budget without getting qualified leads.
Solution: Use long-tail keywords & negative keywords
Instead of using broad terms, you should Long-tail keywords that are more specific. Example:
❌ Car repair shop
✅ Car workshop for classic cars in Zurich
Important: You should use negative keywords. One of our clients who offered a premium coaching service was getting requests from people looking for "free coaching" searches. By adding "free" as a negative keyword, we were able to eliminate irrelevant clicks and target his budget.
2. missing or incorrect geographical orientation
Problem: Your budget goes to customers you can't serve
Many Swiss entrepreneurs run their adverts throughout the DACH region or throughout Switzerland without realising it. A dentist in Lucerne doesn't need clicks from Geneva or Munich!
Solution: Set up geo-targeting correctly
Use the Location-based alignment from Google Ads:
- Only display adverts in the cantons or cities in which you operate
- Activate "persons who are in this area" instead of "persons who are interested"
- If you have a physical shop, you can even prioritise ads for users in the immediate vicinity
Important: There is also the option of only addressing people who are in a certain income group. This allows you to exclude lower-income people from expensive products / services.
3. boring ad texts without call-to-action
Problem: No incentive to click
Many companies use generic ad texts that do not convey anything special. Example:
❌ "Best tax advice in Bern! Contact us now."
This text gives no reason whatsoever why one should YOU should choose.
Solution: Relevant USPs & clear calls to action
✅ "Tax advice for SMEs in Bern - 30 min. free initial consultation!"
✅ "80% of our customers save at least 2‚000 CHF - secure a free analysis now!"
Make your offer irresistible, and don't forget to include a Clear call-to-action such as "Book an appointment now" or "Get a free consultation".
4. bad landing pages that don't convert
Problem: Users click, but do not buy / convert
Even if your advert is perfect - if the landing page doesn't sell, the click was for nothing.
We have a client who offers high-priced beauty treatments. Her Google Ads traffic landed on a generic page with endless text and no clear call-to-action. We optimised the page with a strong sales structurea eye-catching booking button and short, convincing texts - and the conversion rate rose by 45 % in a short time!
Solution: Optimise landing page
- Fast loading timesGoogle favours fast websites (max. 2 seconds loading time)
- Mobile optimisation: The majority of your visitors come from smartphones
- Added valueWhy customers should buy from you and not from the competition
- Clear structure: No boring text block, but bullet points, images and videos
- Signals of trustCustomer reviews, certificates, case studies
5. missing or incorrect conversion tracking
Problem: No or incorrect performance measurement
Many companies place Google Ads, but do not know exactly whether the adverts really lead to enquiries or sales. Without correct conversion tracking, the most important key figure for optimisation is missing. It is not enough to see how many people have clicked on the advert. At the end of the day, you want to know whether the expenditure is worthwhile:
Solution: Set up tracking correctly and be able to read it
- Google Tag Manager to cleanly record all conversions
- Clearly define what counts as a conversion (purchase, lead, call, etc.)
- Regularly analyse tracking data and optimise campaigns based on it
- As an agency, constantly be in dialogue with the client to keep an eye on goals
6. not optimising Google Ads regularly
Problem: Set up once and never looked at again
Many entrepreneurs think: "I've set up Google Ads, now it's up and running!" But without ongoing optimisation, campaigns cannot perform.
Solution: Regularly analyse & adjust
The following should be done on an ongoing basis:
- Pause bad keywords
- Exclude irrelevant keywords
- Include more specific keywords in the search
- Test ad texts (A/B testing)
- Analysing conversion data
- Adjust budget according to performance
Unfortunately, there are many agencies that offer clients Google Ads as a service and set up the campaigns, but do not optimise them properly afterwards. Running Google Ads correctly and optimising them on an ongoing basis requires a lot of patience and know-how.
Conclusion: Simply avoid Google Ads mistakes and use the growth booster
Google Ads can massively boost your business in Switzerland - but only if you approach it strategically and properly. Here is a summary of the most important points:
✅ Avoid Common Google Ads errors and optimise your campaigns in a targeted manner
✅ Make use of specific keywords instead of general terms
✅ Place adverts only in relevant regions
Optimise Ad texts & landing pages for conversions
✅ Clean Conversion tracking and regular analysis
✅ Regular adjustments are the key to success
Don't let Google Steer blindIf you implement these tips, you can turn Google Ads into a real growth engine. And if you are unsure, you can contact us Contact without obligation. As an experienced Google Ads expert, I can help you take your campaigns to the next level!
