The fastest way to waste search budget is to optimise for clicks without defining a qualified conversion. Calls, forms, purchases, booked meetings, and lead quality need reliable measurement before bidding decisions can be trusted.
Search term reviews reveal where intent is leaking. Negative keywords, tighter match strategies, location controls, schedules, and campaign separation protect budget while preserving the queries most likely to create value.
Ad relevance does not end with the copy. The landing page must continue the same promise, show proof, answer objections, load quickly, and make the next action obvious on mobile.
Report commercial signals alongside platform metrics. Cost per qualified lead, close rate, revenue, and payback period create better decisions than impressions and click-through rate alone.