Google Ads is a money printer when it works and a money incinerator when it doesn’t. Most small-business accounts I see are burning budget on the same three mistakes.
First, the ads go to a generic homepage instead of a page made for the ad. Second, keywords are too broad — “IT services” costs a fortune and brings tyre-kickers. Third, nobody is watching what actually converts, so the budget keeps pouring into terms that never make a sale.
The fix is not a bigger budget. The fix is structure, keywords that match what you sell, and someone checking the numbers more than once a month.