Account structure that works now
- Search (high intent): build intent-themed ad groups (brand, competitor, product/service, problem). Use RSAs with pinned CTAs, site links, callouts, structured snippets.
- Performance Max (scale): feed it clean assets (image/video), high-quality product/service feeds, and conversion goals. Exclude branded terms if you want clean incrementality.
- Retargeting: segment 7/30/90-day visitors; show social proof and offers that match their funnel stage.
Controls that keep spend efficient
- Keywords & negatives: add phrase/exact; keep a shared negative list (jobs, free, DIY).
- Bidding: start with Max Conversions (with target CPA guardrails), then tROAS when data matures.
- Budgets: fund winners, cap tests; use shared budgets cautiously.
Creatives & landing pages
- Test 3 headline themes: pain → promise, numbers/price, objection-proof.
- Landing pages: fast (≤2s LCP), focused on one action, social proof above fold, sticky CTA, UTM for analytics.
Reporting that matters
- Track Impr. Share, Conv. Rate, CPA/ROAS by network and query; use search terms report weekly to mine winners and add negatives.
CTA: Let CyberSSD rebuild your PPC to cut CAC in 30 days—get a free audit.
