Random changes to an underperforming ad account make it impossible to tell what actually moved the needle. This post introduces a four-step diagnostic applied in sequence: traffic intent, the ad, the landing page, and what happens after a lead arrives, so the broken link surfaces quickly instead of getting buried in experiments.
When an ad account underperforms, the instinct is to start changing things. Different creative, new keywords, rebuilt landing page. Sometimes it works. Usually you've just added noise and now have no idea what moved.
This video walks through the four-step diagnostic I use every time: traffic intent, the ad, the landing page, and what happens after a lead comes in. Work through them in order and the weak link usually shows up pretty fast.
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When an ad account underperforms, the instinct is to start changing things. Different creative, new keywords, rebuilt landing page. Sometimes it works. Usually you've just added noise and now have no idea what moved.
This video walks through the four-step diagnostic I use every time: traffic intent, the ad, the landing page, and what happens after a lead comes in. Work through them in order and the weak link usually shows up pretty fast.