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AI Max is often on by default. Use this control ladder and readiness scorecard to decide which Search settings to keep, constrain, or turn off.
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.
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.
