Why it happens
Junk search terms
Junk search terms
Broad and phrase keywords matching searches that will never convert. Usually the biggest slice.
Keywords that spend and never convert
Keywords left running for months with real cost and zero conversions.
Search campaigns opted into the Display Network
New Search campaigns default to including Display Network placements, which often convert far worse than search.
Conversion tracking that undercounts
If conversions are not recorded, good spend looks like waste. Check conversion tracking first.
How to fix it, step by step
Confirm tracking works
In Goals, then Conversions, then Summary, make sure your primary actions are Active before you call anything waste.
Total the zero-conversion spend
In Campaigns, then Insights and reports, then Search terms, set 90 days and filter Conversions to zero. Do the same in Search keywords.
Block and pause
Add junk terms as campaign negatives. Pause keywords with spend above two or three times your target CPA and no conversions.
Switch off stray networks
In each Search campaign's Settings, under Networks, untick Display Network unless it earns.
Steps checked against Google Ads Help: About the search terms report; Google Ads Help: About negative keywords; Google Ads Help: About campaign network settings.
Sprites fixes this
Or let Sprites fix it
Sprites puts one deduplicated number on your wasted spend, then cuts it with negatives and paused keywords.
What Sprites does
- Totals zero-conversion spend across campaigns and keywords, without counting the same dollar twice.
- Reads campaign config behind the waste: network opt-ins, language and location criteria and negative coverage.
- Adds negatives for junk terms and pauses keywords that never convert.
- You approve every change before it goes live.
What it doesn't do
- Network settings change through a separate campaign edit, not this keyword flow.
- It does not add negatives to Performance Max campaigns.
Questions
How much Google Ads spend is usually wasted?
It varies by account. Unmanaged accounts on broad match with no negatives often spend a quarter or more on terms that never convert.
What counts as wasted spend?
Spend on search terms, keywords or placements with no conversions over a window long enough to expect some, usually 30 to 90 days.
Is spend on non-converting keywords always waste?
No. Some keywords assist conversions that another click closes. Check the window and your conversion lag before pausing.
Should Search campaigns use the Display Network?
Usually not. Display placements on a Search campaign rarely convert like search. Turn it off and run Display as its own campaign if you want it.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.