Account structure determines how much control you actually have
A poorly structured account, mixed match types, unclear campaign segmentation, makes it difficult to see which specific terms and audiences are actually profitable. Clean structure is what makes ongoing optimization possible in the first place.
Performance Max needs different inputs than manual campaigns
Google’s automated campaign types perform based heavily on the creative assets and audience signals fed into them, which means the optimization work shifts from manual bid management to making sure the algorithm has the right inputs to work with.
Negative keywords protect budget as much as targeting does
An account without an actively maintained negative keyword list bleeds spend on irrelevant search terms over time, even with well-targeted campaigns. Ongoing search term review is unglamorous work that directly protects return on ad spend.
