Verify the conversion signal
Test the whole enquiry or purchase journey. Avoid counting the same conversion twice and distinguish a raw form submission from a lead sales can use. Account for reporting delays before making changes.
Separate intent
Group campaigns by offer and audience intent. Review search terms regularly, add appropriate exclusions, and ensure the landing page matches the ad promise. Keep brand and discovery activity understandable in reporting.
Improve the landing page
State the offer clearly, show relevant evidence, and ask only for information needed at this stage. Make the primary action easy to find on mobile and show a clear confirmation after submission.
Review quality before raising spend
Compare cost with qualified leads or completed orders, not clicks alone. Change one important variable at a time, record the decision, and allow enough data to assess the result. No bid strategy can repair an unclear offer.