If you’ve ever managed a Google Ads account, at some point you’ve sat back, stared at the computer screen and wondered, “Why? Why is this happening?”

Even the most experienced account manager has this sort of moment on a regular basis. Google Ads is just plain hard to figure out.

You can follow every best practice and come up short…and then make some minor tweak that produces phenomenal results.

A while back, we realized that a lot of the apparent “randomness” of Google Ads management came from the fact that we were relying on personal experience to figure out our best practices. That didn’t work.