01
01 · Budget too low
Under $30/day per service line means no statistical signal. Google can't optimize. Your conversions are noise.
Problems
Why your Google Ads aren't working.
Three culprits, in order: budget backwards, wrong bid strategy, Performance Max black hole. Fix these and most accounts start working in 30 days.
02
02 · Wrong bid strategy
Max Clicks on a service campaign burns through budget on tire kickers. Should be Max Conversions or Target CPA.
03
03 · PMax with no exclusions
Performance Max with default settings serves your ads everywhere — including the Display Network garbage. Real money lost.
The diagnostic order
- Check daily budget. Under $30/day → fix this first or stop.
- Audit conversion tracking. Are conversions real? Many "conversions" are duplicate form fills counted twice.
- Check search terms. What are you actually paying for?
- Negative keyword hygiene. Should have hundreds. Usually has 12.
- Bid strategy. Start manual CPC, graduate to Max Conv with target CPA once you have data.
- PMax exclusions. Brand keywords excluded. Location targeting tight. Asset feedback monitored.
See the Google Ads service page for the full framework.
The Heist Way
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