7 posts tagged with this topic
Choose Demand Gen for visual surface control and lookalikes, or Performance Max for cross-channel conversion lift—using a Control Ladder and Fit Scorecard.
Decide when to leave Performance Max Final URL expansion on, constrain it with exclusions, or turn it off so traffic hits approved pages only.
A website rebuild does not require pausing every ad campaign. Use a continuity ladder and readiness scorecard to keep stable paid traffic live.
Should Meta lead ads use instant forms or your website first? Use this destination ladder and readiness scorecard to choose the right conversion path.
Conversion value rules help only after values are trustworthy. Use this ladder and scorecard to decide whether to adjust by audience, location, or device.
Decide when Google Ads should optimize for form submits versus qualified leads using a Conversion Trust Ladder and a Primary Switch Scorecard.
Calendar days alone mislead. Use conversion cycles, learning status, and measurement integrity before you scale, pause, or rewrite a Google Ads campaign.
