Fix your tracking before you scale your ads

When a business tells me its Google Ads have stopped working, the first thing I open is not the campaigns. It is the conversion setup.

Ad platforms optimise towards whatever you tell them a conversion is. If that signal is incomplete, duplicated or measuring the wrong thing, the algorithm will get very good at the wrong job, and more budget simply buys more of it.

Here is the audit my team and I run before we touch bids, structures or creative.