3 Google Ads Myths That Are Quietly Costing You Sales

If you've ever tried running Google Ads on your own and felt like you were throwing money into the void... you're not alone.

I hear this from business owners all the time:

"I set up a few ads, let them run for a few weeks, and nothing really happened."

or

"I boosted my budget and still didn’t see results — Google Ads just don’t work for my business."

Here’s the truth:
Google Ads can absolutely work — even for small budgets, niche industries, and local businesses.

The problem usually isn’t the platform. It’s the strategy (or lack of one).

In this post, I’m breaking down 3 of the biggest Google Ads myths I see business owners believe — and what actually works instead.

Myth #1: You need a big budget to see results

This is one of the most common misconceptions I hear, and it stops a lot of small businesses from ever trying Google Ads in the first place.

But here’s the thing: strategy > budget.

I once worked with a solo salon owner who had less than $10/day to spend on ads. Not exactly a massive budget — but with the right targeting, copy, and campaign setup, she started receiving 15+ calls per week directly from her ads.

She wasn’t a big brand. She didn’t have a marketing team.
She just had a smart campaign that reached the right people — and it kept her booked out.

Myth #2: Google Ads don’t work for local or niche businesses

This same salon specialized in head lice treatment (yep, super niche — but very needed).

Here’s how we made Google Ads work for her:

• We focused on local targeting near elementary schools — the areas most likely to need her service.
  
  

• We ran ads only during business hours, so she could actually take calls.
  
  

• We monitored keyword performance weekly, cutting out high-cost, low-converting clicks and doubling down on what was working.
  
  

Result?
A steady flow of qualified leads — from people actively searching for her exact service in her area.

If you’re a local business, Google Ads can be a game changer… but only when you use the tools intentionally.

Myth #3: You can “set it and forget it”

This one hurts — because it ends up costing business owners a lot.

Many of my clients come to me after running ads for months without touching them. No optimization. No review. No updates.

Here’s what I typically find in these accounts:

• Auto-suggested keywords that don’t relate to their actual offer
  
  

• No negative keywords (which means wasted clicks)
  
  

• Headlines and descriptions that haven’t been refreshed or tested
  
  

When campaigns are left alone too long, they stop performing — and budgets get burned fast.

But once we clean things up, shift the strategy, and monitor performance week to week?
The cost per lead drops. Conversion rates improve. And the ads actually start doing what they’re supposed to do — bring in business.

So... is Google Ads worth it?

Yes — if it's done right.

Google Ads isn’t a “set it and forget it” platform. It’s also not just for big companies with big budgets. With the right targeting, clear messaging, and ongoing optimization, even small local businesses can see a real return.

If you're trying to manage your ads solo and feeling overwhelmed, know this: you're not doing anything wrong. But you are trying to play a game without all the rules.

That’s why I created a free guide to help you skip the guesswork.

Want help getting your ads performing again (without burning more budget)?
📅 Book a free strategy call with me — and let’s get your campaigns working for you, not against you.