Fixing an inefficient account looks dramatic at first. Then it gets boring. The
By Andrew Bailiff · November 3, 2026 · Curated by George's Blog
Fixing an inefficient account looks dramatic at first.
Then it gets boring.
The early changes are the big ones. Pulling spend off what doesn't work, fixing the structure, setting real targets. Profit and revenue swing hard, and fast.
Then the account reaches its efficient operating level, and the changes get small.
That's not the PPC slowing down.
That's the PPC being tuned.
From there, a lot of what grows or stalls the product sits outside the ads: the listing, the price, stock, the category itself.