Managing a massive Google Ads account used to feel like a badge of honor. Advertisers often equated complexity with sophistication, building structures that required hours of daily maintenance.
The way we build Google Ads campaigns has changed dramatically. What worked five years ago simply does not perform well anymore.
Many advertisers still cling to those hyper-segmented account structures. You know the ones with thousands of ad groups and endless keyword variations.
Those structures made sense when we had manual bidding and limited automation. However, technology has evolved, and so should our approach to Google Ads consolidation.
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