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Use a Bid Strategy Readiness Scorecard to choose Maximize Conversions, Target CPA, or Target ROAS based on volume, values, and clear ROI targets.
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.
