If your Google Ads campaigns are underperforming, your first instinct might be to dive into the platform. You may want to tweak bid strategies, clean up keywords, or adjust targeting.
That is the classic PPC audit.
Here is the challenge today: Tactical audits matter less than you think. In an age of AI automation, a campaign can be perfectly executed on a technical level and still deliver zero business value.
Data shows that cost-per-lead increased for 13 out of 23 industries in 2025. The bigger problem is often strategic misalignment, which lives…

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