Episode Overview

Podcast: The Paid Search Podcast
Host: Chris Schaeffer
Episode: 5 Things You Need to Know About a CLICK in Google Ads (Ep. 492)
Date: December 15, 2025

In this episode, Google Ads specialist Chris Schaeffer unpacks the deceptively complex notion of a "click" in Google Ads. He shares five critical facts every advertiser should understand to better manage their account, avoid wasted spend, and send the right traffic to the right place. Drawing on years of experience, Chris highlights technical nuances and practical steps, focusing chiefly on search campaigns.

Key Discussion Points & Insights

1. Not All Clicks are Created Equal

(Segment: 01:12 – 08:50)

Chris begins by challenging the common belief that a click simply equals a visit to your website.

• Diverse Interactions: Clicks can be on:
  • The main ad headline (leads to the site)
  • Sitelinks (e.g., About Us, Blog)
  • Phone numbers (initiates a call)
  • Location extensions (opens directions or Google My Business listing)
• All Count as Clicks: Every one of these interactions costs the same, regardless of where the user ends up.
• Potential for Waste:
  • Example: A home service business pays for people clicking ‘Directions’ even though they travel to clients, not the other way around.
  • People clicking a phone number at 3am—wasted spend if you’re closed.
• Control and Optimization:
  • Limit call extensions to business hours.
  • Don’t automatically link your Google My Business if foot traffic isn’t desired.
  • Carefully curate sitelinks—don’t let Google automatically pull irrelevant pages.

Quote:

“You must understand that you can't allow these clicks to just go wherever they want… these are all things you should be aware of because if you don't monitor where your clicks are going, you could waste a lot of money.”
— Chris Schaeffer (06:30)

2. Invalid Clicks—What You’re NOT Paying For

(Segment: 08:51 – 13:58)

• Definition: Clicks Google identifies as accidental, fraudulent, or from bots do not count against your budget.
• Dynamic Reporting: Sometimes, you’ll see your click count decrease—this is Google filtering out invalid clicks after initial reporting.
• No Action Needed: Google typically handles the bulk of invalid click detection.
• Refunds:
  • Manual requests are possible for unfiltered invalid clicks, but they’re rarely needed.
  • Typically, invalid click rates range from 5-15%.

Quote:

“If this was a major problem, I don’t think that Google would be able to survive hundreds and hundreds, thousands and thousands and millions of clicks that are happening constantly that are invalid and wasting everyone’s money.”
— Chris Schaeffer (12:04)

3. Multiple Clicks from the Same Person

(Segment: 13:59 – 19:25)

• Click vs. User:
  • You’re paying per interaction, not per unique person.
  • A single user could click multiple ads in different searches and each incurs a charge.
• Examples:
  • Someone searches “watch repair” and clicks, then refines to “Rolex watch repair near me” and clicks again.
  • Broader search terms attract less qualified traffic—use negative keywords and match types to limit waste.
• Analytics Mismatch:
  • The number of ad clicks (Google Ads) will not always match unique website visits (Google Analytics) because of repeat visitors.

Quote:

“You don’t pay for people. You pay for interactions. You pay for searches that result in clicks … you can’t assume that every single click is a unique visitor.”
— Chris Schaeffer (15:40)

4. Clicks and Conversions are NOT the Same

(Segment: 19:26 – 27:18)

• Google Charges for Clicks, not Outcomes:
  • No way to “pay for conversions only” in traditional Google Ads.
  • Your only guarantee is traffic, not leads or sales.
• Your Responsibility:
  • It's up to you to convert that traffic; Google only guarantees delivery of the click.
• Google Guaranteed as an Exception:
  • Local Services Ads (LSA), also known as Google Guaranteed, let you pay per lead.
  • Downside: Can’t control lead quality via keywords; quality of leads is unpredictable and refund process is cumbersome.

Quote:

“You pay for clicks, ladies and gentlemen, that is the number one struggle in Google Ads. ... Nobody that has a Google Ads campaign is just wanting to spend money for the sake of spending money. They want to bring people to a site to accomplish something.”
— Chris Schaeffer (22:15)

5. You Pay Even If the Click Doesn’t Reach Your Website

(Segment: 27:19 – 36:50)

• Technical Reality:
  • If the user clicks your ad but encounters a server error, network timeout, or slow-loading page—you still pay.
  • No reimbursement for failed visits; Google charges at the moment of the click, not on successful site load.
• Implication for Businesses:
  • Website performance directly impacts ROI—your responsibility to ensure uptime and speed.
• Landing Page Strategy Myths:
  • You do not need an expensive, complex site or dozens of dedicated landing pages.
  • Success is about clarity: what you do, what the visitor should do next, and accessibility.

Quote:

“You do pay even if the user doesn't reach your target URL... once they pass through that door of clicking, if there’s a server error, if there is a network timeout, if your page is loading really slowly... You are still paying for these clicks.”
— Chris Schaeffer (28:00)

Timestamps for Key Segments

• 01:12 – The many forms of a click in Google Ads
• 06:30 – Importance of monitoring where your clicks go
• 08:51 – What are invalid clicks?
• 12:04 – How Google handles invalid clicks
• 13:59 – Paying for repeat clicks from the same user
• 15:40 – Difference between click counts and unique website visits
• 19:26 – Clarifying the difference between clicks vs. conversions
• 22:15 – Nobody wants just clicks—they want results
• 27:19 – Paying for clicks even when site doesn’t load
• 28:00 – Technical reasons why you might still be charged
• 31:10 – What makes an effective landing page?
• 35:10 – Chris’ closing thoughts on targeting and landing page focus

Memorable Moments & Practical Advice

• Monitor and limit click types: Only allow click types relevant to your goals (e.g., only show phone numbers during business hours, choose sitelinks carefully).
• Broaden or narrow your targeting based on search intent: Use match types, bidding, and negatives to control who sees and clicks your ads.
• Landing page effectiveness trumps design: Clarity and function are more important than elaborate design.
• Continual vigilance: “There are even more ways to do it wrong.” Stay focused on details and data.

Closing

Chris reiterates that every advertiser pays for traffic, but success hinges on targeting the right clicks and ensuring the user’s journey is clear and efficient. He offers Google Ads management and audits, encouraging listeners to connect for expert help.

For more Google Ads tips or to ask Chris your own Google Ads questions, visit:
paidsearchpodcast.com