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Use the Channel Fit Scorecard to decide whether Google Ads or Meta should be your first paid channel—based on intent, creatives, and conversion volume.
Use the Structure Readiness Scorecard to decide whether Google Ads should start with Search, add Performance Max later, or run both as complements.
When paid CPA rises, use CPA Spike Triage to decide whether to pause spend, fix tracking, wait out learning, or change the offer before scaling.
