3 Google Ads Settings That Can Tank Your Budget in a Day

Default settings are Google’s way of saying, “Thanks for the free money.”

Let’s be clear: Google Ads can be a goldmine—or a dumpster fire. And if you’re using the default settings? You’re basically handing Google your wallet and saying, “Take what you need.”

1. Broad Match Keywords

Unless you like paying for clicks from people searching “how to fix blinds with a hammer,” stay away. Broad match tells Google, “show my ad to anyone remotely related to this topic.” You want highly targeted clicks. There are fewer of them and they are more expensive, but well worth it.

Fix it: Use phrase match or exact match. Be choosy—you're not running a charity.

2. Location Targeting: “People interested in your area”

This setting shows your ad to someone in Ohio who Googled “California shutters.” Great… unless you’re actually in California. That’s like throwing business cards off a bridge and hoping for referrals.

Fix it: Choose “Presence: People in or regularly in your targeted locations.”

3. Search Partners Network

Ah yes, the mystery meat of Google Ads. You check the box thinking, “More exposure!” What you get is traffic from random partner sites that haven’t had a design update since 2003—and zero conversions.

Fix it: Uncheck that box. You’re paying for Google, not its weird cousins.

Google Ads can absolutely bring in high-quality local leads—but only if it's set up right. Otherwise, it’s just a fast way to lose money and faith in online marketing.

Want help fixing this mess? I do this for a living. Let’s talk.