Four Google Ads tips to avoid in 2026

Luke Meredith

If you run online ads for your business, it’s time to rethink your strategy.

Google Ads is changing fast, and some old tricks no longer work. Here are five tactics you should consider dropping in 2026, and what to do instead.

Stop using phrase match keywords

Phrase match used to help you reach more people without going too broad. But now, it often shows your ads to the wrong audience.

Google’s Smart Bidding and Broad Match do a better job using signals like user intent. For better control, use exact match keywords.

Don’t skip standard shopping campaigns

Performance Max is popular, but standard shopping campaigns are making a comeback. They give you more control and clearer data.

Since Google changed ad rankings in 2024, standard shopping often performs better. It’s also safer for your brand because it avoids risky placements.

Don’t use GA4 as your main conversion tracker

Google Analytics 4 (GA4) is good for reports, but it’s slow at tracking conversions. That delay can hurt Smart Bidding. Instead, you may consider using Google Ads’ own tag or a trusted third-party tool like Elevar or Analyzify. GA4 is still useful for building audiences and extra reports, just not quite as much for your main conversion data.

Don’t over-pin responsive search ads

Pinning too many headlines and descriptions limits Google’s ability to test what works best. Use fewer assets and let Google mix and match. Also, don’t chase a perfect “ad strength” score. It’s just a guide, not a real performance measure.

Google Ads is becoming more automated. The best results come from feeding it good data, not trying to control every detail. Focus on smart inputs and let the system do the heavy lifting.

Want help updating your ad strategy for 2026? At Engage Web, we can support you with your marketing, as well as a range of AI (artificial intelligence) SEO (search engine optimisation) services. Learn more by speaking to our team today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.