Strong PPC performance starts with clean conversion tracking and a clear definition of what counts as a qualified lead.
Review search terms weekly and add negatives before wasted spend compounds.
Test ad copy against one message at a time — headline, offer, and CTA should not all change in the same flight.
Align landing page promise with the ad. Message mismatch is one of the fastest ways to burn budget.
Scale only after CPA is stable for at least two weeks at your target volume.
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