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Never increase budget by more than 20% at a time:

If Advantage+ features are in use:

Negative Keyword Rules (critical: bad negatives kill campaigns):

Strategy, optimization, and execution for paid advertising campaigns across Google Ads, Meta, LinkedIn, and other platforms. \n \n Covers campaign structure, audience targeting, bidding strategies, and creative best practices across five major ad platforms with platform-specific strengths and use cases \n Includes funnel-based retargeting strategies, segmentation by stage, and exclusion rules to prevent wasted spend on existing customers \n Provides optimization frameworks for high CPA, low CTR,

Guides Meta (Facebook/Instagram) Ads setup, campaign structure, audience targeting, and creative optimization. Meta excels at demand generation and visual products; use when creating demand or when creative assets are strong.