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If your Google Ads account is spending its daily budget and your phone is not ringing, you have a structural problem — not a budget problem. Adding more spend to a broken account makes the waste larger, not smaller.

In the UAE market specifically, three structural problems account for the majority of wasted Google Ads spend. This article explains each one, how to identify it in your account, and what to fix.

Problem 1: Broad Match Keywords Attracting the Wrong Searches

Broad match is Google's most permissive keyword setting. When you add a keyword on broad match, Google's algorithm decides which searches it considers close enough to trigger your ad. In practice, this means a keyword like 'marketing agency Dubai' on broad match might trigger for 'marketing jobs Dubai', 'how to do marketing', or 'agency software Dubai'.

These searches have no intent to hire a marketing agency. Every click from these searches is wasted spend. In competitive UAE markets where CPCs can range from AED 5 to AED 80+, this adds up quickly.

To diagnose this: go to your campaign, click Keywords, then Search Terms. This report shows the actual searches that triggered your ads. Sort by cost. If the highest-spending search terms are not searches you would pay for intentionally, broad match is wasting your budget.

The fix: switch high-volume keywords to phrase match or exact match. Phrase match requires the search to contain your phrase in order. Exact match requires the search to exactly match your keyword. Both give you more control over which searches your ads appear for.

Problem 2: Missing Negative Keywords Allowing Irrelevant Clicks to Continue

Negative keywords block your ads from showing for specific searches. Without them, the same irrelevant searches recur every day and consume budget.

Common negative keyword gaps for UAE businesses: searches containing 'free', 'jobs', 'salary', 'course', 'training', competitors you do not want to pay to compete with, and geographic terms for areas you do not serve. Each of these can drain thousands of dirhams before anyone identifies the pattern.

Building a negative keyword list is not a one-time task. Weekly review of the Search Terms report identifies new irrelevant queries before they become expensive. Most accounts that struggle have not reviewed their Search Terms report in months.

• Add 'free', 'jobs', 'course', 'training' as broad match negatives at the account level