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Topic

Performance Marketing

A collection of 3 issues

I called a keyword set off-product before I opened the client's shop: how to check product–query fit before cutting a Google Ads campaign

I wrote “wrong market fit” into a weekly ads review about seven campaigns burning money at 0.22 ROAS. Then I opened the client's shop and found five products in exactly that category. The four-minute check that would have caught it.

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.

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