You set up your first online ad campaign. You spent a few hundred dollars. You waited for the phone to ring. Instead, you got nothing but a big bill. Many local service businesses face this exact problem every single day. They try online ads, lose money, and decide that web advertising doesn't work for them. But the truth is different. Most of the time, the issue isn't the platform itself. The issue is how the ads are set up. To build better digital marketing strategies , you must stop wasting cash on common mistakes. The Danger of Broad Match Keywords When you set up your ads, Google wants to make it easy. They suggest using broad match keywords. This sounds like a good idea. You think it means more people will see your business. In reality, Google shows your ad for search terms that have nothing to do with your service. For example, say you are a plumber. If you use broad match for "plumber", your ad might show up for "plumbing school". You pay fo...