Half observation, half rant. What I'm seeing in client accounts right now: Performance Max behaviour, Smart-bidding traps, attribution arguments worth having.
The Google Ads location setting most advertisers ignore is quietly burning their budget. Here's the difference between Presence and Presence or Interest.
Target ROAS isn't broken — your conversion stream is. Here's why Smart Bidding optimises against the values you send Google, not your actual business outcomes.