Wasted spend in Google Ads can quietly drain your budget — especially in automated campaigns like Performance Max and Smart Bidding.
If you’ve ever wondered why your clicks don’t turn into conversions or why CPA keeps rising, chances are, waste is hiding in your account.
This guide outlines how to identify and reduce inefficiencies, based on work with global clients across e-commerce, SaaS, and lead generation — including brands in NZ and AU.
What Counts as Wasted Spend?
- Paying for irrelevant or low-intent clicks
- Overbidding on branded traffic that would convert anyway
- Letting Display or YouTube campaigns overspend without results
- Poor audience or placement exclusions in PMax
- Using broad match without value-based tracking
Key Ways to Reduce Waste
1. Review Search Terms Regularly
In Search campaigns, exclude irrelevant or low-converting queries using negative keywords.
2. Use Audience Exclusions
Exclude converted users, competitors, or job seekers where applicable.
3. Optimise for Value, Not Volume
Use conversion value rules or offline conversions to guide Smart Bidding towards profitable actions.
4. Cap Frequency and Budget on Display/YouTube
Set daily caps and exclude low-performing placements using placement reports.
5. Pause Underperforming Assets
In RSAs and PMax, identify low-engagement creatives and remove or rotate them.
Case Study – NZ Services Business
A Wellington-based home improvement provider was burning 25% of ad spend on general information queries and competitor names. By applying negative keywords, refining audiences, and focusing on qualified lead value, they cut CPA by 34% and improved lead quality within 45 days.
Metrics to Watch
- Cost per Assisted Conversion
- Engagement Rate (YouTube/Display)
- Search Impression Share Lost (budget vs. rank)
- ROAS by campaign type
- Conversion lag and time-to-purchase in GA4
Final Thoughts
Google Ads can be incredibly profitable — but only if you eliminate what’s not working.
By taking a disciplined approach to exclusions, value alignment, and creative testing, advertisers worldwide can reclaim wasted budget and reinvest it in what moves the needle.
At Metrics Media, we help global clients — with a footprint in NZ and AU — cut waste and scale profitably in Google Ads.
📧 Book your Google Ads audit: info@metricsmedia.co.nz