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PPC
Where your Google Ads budget quietly leaks every month
Four audits later, the same five leaks show up: broad match without guardrails, no negatives, unsegmented brand, ignored search terms and untracked calls.
Aditya Patel · 12 Jul 2026 · 5 min read
Broad match without a leash
Broad match isn't the villain — broad match with no negative list and no audience signal is. Give the algorithm conversion data worth learning from, or it will spend your budget learning the wrong lesson.
Brand and non-brand in one campaign
When brand terms sit alongside generic ones, your ROAS looks great and your growth stalls. Split them so you can see what new demand actually costs.
Calls you never counted
For most service businesses in Ahmedabad, the conversion is a phone call. If calls aren't tracked as conversions, every optimisation decision is made on a fraction of the truth.