Most accounts optimize for the metric that's easiest to move — clicks — instead of the one that pays the bills. We rebuild account structure around cost-per-lead and ROAS, then let weekly testing decide where budget goes next.
Full account audit — structure, wasted spend, tracking gaps — before a dollar is reallocated.
Campaigns rebuilt around intent and margin, with clean conversion tracking underneath.
New creative, audiences, and bidding strategies go live in controlled tests.
Budget shifts weekly toward the campaigns proving out on cost-per-lead and ROAS.