After auditing more than 100 Google Ads accounts for London businesses, the same expensive mistakes show up over and over. If your ROAS is disappointing, one of these seven is almost certainly the cause.

1. Running Broad Match Without Watching It

Google's broad match has improved with AI, but it still routinely matches your ads to wildly irrelevant searches. Without daily search-term review and aggressive negative keywords, you're paying for clicks that will never convert.