You open the campaign manager, look at the campaign-level numbers, and the accou
By Elizabeth Greene · October 10, 2026 · Curated by George's Blog
You open the campaign manager, look at the campaign-level numbers, and the account looks basically fine.
Average ACoS is okay. Nothing screaming.
That view is an average, and an average will hide the problem.
So the first thing I actually do is go to bulk files, because I want to see the bid next to the CPC next to the placement percentage.
If the bid says 22 cents and there's a 100% top of search modifier sitting on the campaign, the bid isn't 22 cents.
You can only see that in the sheet.
Then the targeting tab, where I change the date range to lifetime, the whole life of the campaign, filter to enabled, and sort for targets that have clicks and zero orders.
Use lifetime, because a target with 6 clicks and no orders this month looks like noise.
That same target with 140 clicks and no orders since 2023 is a decision someone never made.
And honestly, even with everything we've built internally, we still do spot checks.
An account manager will say optimizations are going fine, and we'll pair them with someone else on the team to just go look.
Fresh eyes on the targeting tab. Something almost always turns up.
People know this view exists.
The campaign summary is just right there and it's comfortable and it says everything's fine.
What's actually sitting in your account with clicks and zero orders?