“Our ACoS is too high, let’s pause it” “We need growth, let’s raise the budget”
By Elizabeth Greene Junglr · November 10, 2026 · Curated by George's Blog
“Our ACoS is too high, let’s pause it”
“We need growth, let’s raise the budget”
Two very different reactions.
Same problem.
Nobody stopped to look at what the data was actually saying.
High ACoS on a new campaign? Could be normal if it’s still collecting data.
More budget? Only helps if it’s going to targets that convert.
Slow down. Look at the search terms. Look at TACoS. Then decide.
Which reaction do you see more often?