I switched off a dozen campaigns this week. Off had to mean off.
Event-tied campaigns have a shelf life. Cutting a whole cohort cleanly — pause not delete, consistent naming, an eye on the learning phase — is its own discipline.
Topic
Google Ads
A collection of 3 issues
Zero conversions in three days — and the right call was to serve almost nothing
A seasonal campaign launch showed zero conversions everywhere. The same zero meant three different things — and the fix was pausing keywords, not adding them.
Your brand search isn't the hero your dashboard thinks it is
Brand search always looks like your best channel. Most of that return is revenue you'd capture for free. How to read paid search like an operator, not a dashboard.