Running a Google Ads campaign without understanding how to use the platform might lead to quick financial ruin. As they were displaying advertisements for wholly unsuitable search keywords in the first campaign I ran for a customer, I was able to save approximately 50% of their ad budget in a matter of minutes. I reduced the cost per click for another customer, who was utilising a generic Google hotline to manage their ads, from $2 to $5, saving them from having to spend twice as much money as necessary. It’s also not unusual for me to take an AdWords account that is internally managed, increase the average clickthrough rate from 2% to over 10% (and occasionally higher), and achieve results that yield several times the amount of advertising expenditure. All of those are wonderful measures, but I’ll also set up your conversion monitoring so you can monitor financial values, which is the most important statistic to follow.