100% agree! "Show to everyone = pay for never-buyers" - perfect line. For my shoe clients, one type of customer + one area + one problem = 3.2x ROAS. Broad targeting is $50 CPC trap. Great post!
Great point. Google Ads can spend efficiently on the surface while still leaking budget through irrelevant search terms. Regular search-term and conversion-data reviews are essential for protecting ad spend. ๐