Before anyone touches a bid..
By Elizabeth Greene · September 26, 2026 · Curated by George's Blog
Before anyone touches a bid..
I want to know whether sessions are up or down, whether conversion is holding, whether CPCs are rising, whether I'm spending more to hold the same sales, and whether this is one product or the whole account.
Because when conversion rate drops, the first meeting is usually about the ad account.
Maybe bids are too low, maybe placements are off, maybe the structure needs a rebuild, so let's test a new campaign.
And in those meetings nobody has pulled up the listing.
Nobody has checked whether the main image changed, whether price went up, whether a competitor is now sitting next to you with a 20% coupon badge, or whether sessions are fine and conversion is what moved.
Cutting bids on a conversion problem just buys fewer of the clicks you were already converting.
Now you've got a weaker listing and less traffic, the report looks worse next month, so you cut again.
Five minutes of looking at the listing, honestly.
When was the last time anyone on your team actually opened the listing before touching a campaign?