Automated bidding optimises toward the conversion actions we feed it, not our definition of a good prospect unless those match. Audit primary conversion actions, inclusive of PII capture and imported qualified leads, then review search terms and creative guardrails weekly against cost per qualified lead.
Analysis by Ryan Sappington, founder of Scaled Advertising, a paid media agency for B2C big-ticket lead generation across Google Ads, Microsoft Ads, and Meta.
What was published
How Do I Keep Control As Platforms Automate My Account? : Ask A PPC via @sejournal, @navahf
Keep AI-driven PPC accountable with transparent reporting, brand-safe creative guardrails, and campaign structures that preserve performance without surrendering control. The post How Do I Keep Control As Platforms Automate My Account? , Ask A PPC appeared first on Search Engine Journal .
Read the original on Search Engine JournalWhat we'd do about it
Changes like this show up in cost per qualified lead before they show up in the interface. Audit the affected campaigns this week: search terms, conversion actions tied to real PII capture, ad relevance, and landing page speed. Then decide whether spend can scale rather than assuming it can. We do exactly that work for clients as part of our paid media management.
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