A client called me in a panic: "We have zero conversions." The culprit? A single setting change designed to "get their brand out there." Read the story of how chasing visibility almost torched their ROI, and why "Ego Bidding" is the most dangerous trap in Google Ads.

Google Ads budget pacing and Smart Bidding are powerful tools, but they require expert setup to drive profit. The best practice is to move beyond Maximize Conversions to Value-Based Bidding (Target ROAS/Maximize Conversion Value), using rigorous tracking and Budget Guardrails to ensure the algorithm optimizes for revenue, not just lead volume, keeping spend predictable throughout the month.

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.