Half observation, half rant. What I'm seeing in client accounts right now: Performance Max behaviour, Smart-bidding traps, attribution arguments worth having.
Eleven things I check inside every Performance Max account before I'll talk pricing. Asset-group hygiene, audience-signal density, brand exclusion, search-term coverage, and the four feed mistakes that throttle the algorithm.
Why 90% of "Smart-bidding isn't working" complaints are conversion-tracking complaints in disguise.
One of the most predictable wins I see when auditing lead-gen accounts. The diagnostic and the fix.