Why Google Ads Are Gobbling Budget (and How To Fix It)

Update: 2025-11-18

Description

Sometimes, even when you put in the work and fork over the cash, the numbers still look like they don't care. You might start to wonder if you've been ripped off! On this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, talks about some common symptoms of dashboard sickness, and how Google ads don't waste money, it's a bad strategy that does.

What you'll learn:

Match types are integral to good advertising: a sweet deal on bicycle seats won't mean much to a bus driver.
Ads don't live in a vacuum: if you grab the customer's attention but don't deliver on the follow-through, you won't see the numbers you want anytime soon.
Improperly tracking your conversions can lead to results that don't look good. By keeping tabs on the right values, you might find you're actually right where you want to be.