Everyone feels the pressure to "fix it now" when they see a keyword with high spend and zero conversions. But I'll be direct: that urge is the single biggest destroyer of profitability in premium paid search accounts, whether you're selling software or generating qualified B2B leads.

Making a decision to pause or change a keyword after just 20 or 30 clicks is an act of emotion, not optimization. You're actively sabotaging the machine learning algorithm you paid Google to run. The solution is the Rule of 100 Clicks—a non-negotiable threshold that forces you to wait for actual, significant data.

You have to trust the process.

AI Max is Google’s newest search add‑on — but early adoption comes with real business risks. In this article, I break down what AI Max actually does, why it’s still in the early adopter phase, how it can quietly disrupt your strategy, and what smart marketing teams should do before flipping the switch.