Google Ads is one of the highest-return marketing channels available to any business that sells a product or service people actively search for. When a campaign is set up correctly, it puts your business in front of the right person at exactly the moment they are looking for what you offer. No other paid channel can replicate the purchase intent embedded in a search query. Done right, Google Ads can generate consistent, predictable, and scalable growth.
The problem is that Google Ads is also one of the easiest places to waste money quickly. The platform’s interface is deliberately complex, its default settings are optimized for Google’s revenue rather than your results, and the number of configuration decisions a first-time advertiser must make before a single ad appears is genuinely overwhelming. Most businesses that try Google Ads for the first time and conclude that it ‘does not work’ have not discovered a platform limitation. They have encountered the consequence of a poorly configured campaign.
This guide eliminates that problem. It walks you through every step of setting up your first Google Search Ads campaign in the correct order, with the right settings, and with the critical pitfalls clearly identified so you can avoid them. By the time you reach the end, you will have everything you need to launch a well-structured, properly tracked, budget-efficient campaign with confidence.
The guide focuses specifically on Google Search Ads– text-based ads triggered by keyword searches –because this is the highest-intent format and the most appropriate starting point for the vast majority of first-time advertisers. Display campaigns, Shopping campaigns, and YouTube advertising are all valuable tools, but they come after you have established a foundation with Search.
Before You Begin: What to Have Ready
Before opening Google Ads Manager, take a few minutes to confirm that the following are in place. Stopping mid-setup to gather missing information is frustrating and increases the likelihood of configuration errors.
- A Google account (Gmail or Google Workspace) that will serve as the primary account for your Google Ads access
- A live website with at least one page optimized specifically for your campaign’s conversion goal – not just a homepage
- A clearly defined primary conversion goal: purchase, form submission, phone call, free trial signup, or another specific action
- A defined monthly advertising budget, even if it is approximate
- A basic understanding of your target audience: who they are, where they are located, and what they are likely to type into Google when looking for what you offer
Why Your Landing Page Is More Important Than Your Ad
Among everything you need in place before starting, your landing page deserves special emphasis. Sending paid search traffic to your homepage is one of the single most expensive mistakes a first-time Google Ads advertiser can make. A homepage serves multiple audiences, communicates multiple messages, and offers multiple navigation options. All of that flexibility, which is appropriate for organic visitors, becomes a conversion killer when the person arriving has a specific intent and a limited attention span.
A dedicated landing page serves one audience with one message and one call to action. It matches the specific promise of the ad that brought the visitor there, removes distractions, and makes the desired conversion action the obvious and easy next step. The difference in conversion rates between homepage-targeted campaigns and dedicated landing page campaigns is typically dramatic, and improving the landing page will do more for your campaign’s return on investment than almost any other single change you can make.
Step 1: Create Your Google Ads Account
Go to ads.google.com and sign in with your Google account. Google will immediately attempt to walk you through a simplified campaign creation wizard. Resist this.
Google’s default onboarding experience creates a ‘Smart Campaign,’ which is a highly automated campaign type that gives you minimal control over keywords, bidding, targeting, and ad placement. Smart Campaigns are designed to be easy to set up, but they are also designed to maximize Google’s revenue, not your results. Advertisers who use Smart Campaigns typically pay more per conversion and have far less visibility into what is and is not working.
After switching to Expert Mode, you will be given the option to create an account without a campaign. Select this option and complete your account setup first before building any campaigns. You will need to set your account’s billing country, time zone, and currency. These settings cannot be changed after the account is created, so make sure they are correct before proceeding. Enter your billing information to activate the account, and then you are ready to move to the next step.
Step 2: Set Up Conversion Tracking Before Building Campaigns
Conversion tracking is the mechanism that tells Google Ads which clicks turned into meaningful business outcomes: purchases, form submissions, phone calls, sign-ups, or whatever action represents value for your business. It is the single most important technical component of any Google Ads account, and the vast majority of first-time advertisers make the mistake of setting up campaigns first and conversion tracking later, or not at all.
Running a Google Ads campaign without conversion tracking is like running a race blindfolded. You can tell how fast you are going, but you have no idea where the finish line is or whether you have crossed it. Without conversion data, you cannot tell which keywords are generating real business results, which ads are performing, or whether your cost per acquisition is economically viable. You are spending money with no reliable way to measure what it is producing.
How to Set Up Conversion Tracking
In your Google Ads account, click the Tools and Settings icon in the top navigation bar, then navigate to Measurement and select Conversions. Click the blue plus button to create a new conversion action. Google will ask you to specify the type of conversion you want to track. For most businesses, the relevant option is Website, which tracks actions that happen on your website after someone clicks your ad.
Configure the conversion action settings with the following in mind. Name the conversion clearly so you can identify it in reports. Set the category to the type of action it represents, such as ‘Submit lead form’ or ‘Purchase.’ If the conversion has a specific monetary value, such as a fixed-price product purchase, enter it. If the value varies, you can set an average value or leave it for later. Set the count to ‘One’ for leads and form submissions where each conversion from a single click counts once, or ‘Every’ for purchases where a single customer may complete multiple transactions.
Google will then generate a piece of tracking code to install on your website. The Global Site Tag goes in the header of every page, and the Event Snippet goes specifically on the page that confirms a conversion has occurred, such as a ‘Thank You’ page after a form is submitted or an order confirmation page after a purchase. If you use Google Tag Manager, WordPress, or Shopify, there are native integrations and plugins that simplify this installation. Once installed, use Google’s Tag Assistant browser extension to verify that the tags are firing correctly before you launch any campaigns.
Step 3: Conduct Keyword Research
Keywords are the foundation of a Google Search Ads campaign. They determine which searches trigger your ads, and the quality of your keyword strategy has more impact on campaign performance than almost any other factor. Thorough keyword research before campaign setup is not optional – it is the work that makes everything else function correctly.
Using Google Keyword Planner
Google’s free Keyword Planner tool, accessible from the Tools menu under Planning, is the most reliable starting point for keyword research because it draws directly from Google’s own search data. Enter a description of your product or service, or your website URL, and Keyword Planner will generate a list of relevant search terms along with estimated monthly search volume and average cost-per-click data.
When reviewing the suggestions, focus on identifying keywords that carry genuine purchase intent. These are terms that include words like ‘buy,’ ‘best,’ ‘near me,’ ‘for [specific use case],’ ‘pricing,’ ‘services,’ ‘agency,’ or ‘company.’ Someone searching ‘web design services for small business’ is actively looking for a provider. Someone searching ‘what is web design’ is not. Building your campaign around high-intent terms is the difference between spending your budget on potential customers and spending it on researchers.
Understanding Keyword Match Types
Match types control how closely a user’s search query needs to match your keyword before your ad is triggered. There are three match types in Google Ads, and choosing correctly at the campaign launch stage is critical for budget efficiency.
Broad Match allows your ad to appear for searches that Google’s algorithm considers related to your keyword, even if the exact words are not present. It delivers maximum reach but minimum control, and it frequently triggers ads for irrelevant queries that waste budget. Phrase Match shows your ad for searches that include the meaning of your keyword phrase, offering a reasonable balance of reach and relevance. Exact Match, indicated by square brackets around the keyword, shows your ad only when someone searches for your specific keyword or very close variants, delivering the highest relevance at the cost of lower volume.
For a first campaign, the recommended approach is to start with Phrase Match and Exact Match keywords. This gives the algorithm enough flexibility to find relevant traffic while maintaining meaningful control over which searches trigger your ads. Broad Match can be introduced selectively after you have established baseline performance data and understand which queries are converting.
Negative Keywords: The Most Underused Tool in Google Ads
Negative keywords are search terms you explicitly exclude from triggering your ads. They are one of the most powerful cost-saving tools in Google Ads and one of the most consistently neglected by first-time advertisers. Before launching, build an initial negative keyword list by thinking through all the searches that could trigger your ads but indicate zero purchase intent.
Common categories of negative keywords include informational queries (‘how to,’ ‘what is,’ ‘DIY’), job-seeking terms (‘careers,’ ‘jobs,’ ‘salary’), competitor names if you are not running competitor campaigns intentionally, and terms associated with free alternatives (‘free,’ ‘open source,’ ‘no cost’). A plumbing business advertising paid services should add ‘DIY,’ ‘how to fix,’ and ‘free’ as negatives. A legal software startup should add ‘lawyer jobs’ and ‘law school.’ Every irrelevant click you prevent is money that stays in your budget for clicks that actually matter.
Step 4: Structure Your Campaign and Ad Groups
Campaign structure is a topic many beginners skip over in their rush to write ads and launch, but poor structure is one of the most common causes of underperforming Google Ads accounts. Good structure makes campaigns easier to manage, easier to optimize, and far more effective at generating the quality scores that reduce your cost per click.
The Google Ads Hierarchy
Google Ads is organized in a three-level hierarchy. At the top is the Campaign, which sets the overall budget, bidding strategy, network settings, geographic targeting, language targeting, and ad schedule. Within each campaign sit Ad Groups, which group related keywords together and are each associated with a set of ads. Within each ad group are the Keywords and Ads themselves.
The relationship between the ad group’s keywords and its ads is the most important structural consideration. For an ad to achieve high relevance scores, the keywords in the ad group and the copy in the ads should be tightly aligned. An ad group about ‘e-commerce web design’ should contain keywords specifically related to e-commerce web design, and the ads in that group should speak directly to someone searching for e-commerce web design. Mixing loosely related keywords into a single ad group and serving generic ads against all of them is the structural mistake that causes most campaigns to underperform.
Structuring Your First Campaign
For a first campaign, aim for one campaign containing two to four tightly themed ad groups. Each ad group should contain five to fifteen closely related keywords that share the same user intent and would be well-served by the same set of ads. Here is an example structure for a web design agency:
- Campaign: Web Design Services – Search
- Ad Group 1: Small Business Web Design – keywords around creating websites for small businesses
- Ad Group 2: E-Commerce Website Design – keywords around building online stores
- Ad Group 3: Website Redesign Services – keywords around modernizing or rebuilding an existing site
Each of these ad groups represents a distinct user intent, which means each one can have ads specifically written to match that intent. The result is higher click-through rates, better Quality Scores, and lower cost per click compared to a single undifferentiated ad group trying to serve all three audiences with the same generic message.
Step 5: Configure Your Campaign Settings
Campaign settings contain several defaults that actively harm first-time advertisers. Working through them carefully is one of the highest-value activities in the entire setup process.
Network Settings: The Most Important Default to Change
When creating a Search campaign, Google defaults to including both the Search Network and the Display Network. The Display Network is Google’s vast network of third-party websites where image and banner ads can appear. Mixing it into a Search campaign sounds appealing on the surface, but it is one of the most reliable ways to waste a beginner’s budget. Search traffic and Display traffic have completely different intent profiles, completely different performance benchmarks, and require completely different optimization approaches. Running them together in a single campaign makes the data uninterpretable and typically allows Display traffic to consume budget that should be going to high-intent Search clicks.
Location, Language, and Ad Schedule
Set your location targeting to the specific geographic area where your customers are located. Be as specific as your business model requires: a national brand should target nationally, a local service business should target by city or radius. Set the language to match your target audience’s primary language. For the ad schedule, run ads at all hours initially and use the performance data from the first 30 days to identify peak conversion windows before introducing scheduling restrictions.
Budget and Bidding Strategy
Set a daily budget that reflects what you are comfortable spending. Google may spend up to twice the daily budget on a given high-traffic day but will not exceed the monthly equivalent of your daily budget multiplied by 30.4. For your bidding strategy, select ‘Maximize Clicks’ and set a maximum cost-per-click limit. This gives Google’s algorithm some flexibility to find clicks within your target range while capping individual click costs. Avoid Target CPA and Target ROAS bidding strategies at launch. These automated strategies require a minimum of 30 to 50 recorded conversions to function effectively. Using them before you have that data typically results in erratic, expensive performance.
Step 6: Write Your Responsive Search Ads
Responsive Search Ads, or RSAs, are Google’s current standard format for Search campaigns. Instead of writing a single static ad, you provide multiple headlines and descriptions and Google’s algorithm tests combinations to find which perform best for different queries and users.
How RSAs Work
For each RSA, you can provide up to 15 headlines of up to 30 characters each, and up to 4 descriptions of up to 90 characters each. Google assembles these assets into different combinations and learns over time which combinations generate the best click-through rates for different search contexts. The more unique, high-quality assets you provide, the more effectively the algorithm can optimize. Aim to fill all 15 headline slots and all 4 description slots with meaningfully different content.
Writing Effective Headlines
Your headlines are the most visible element of your ad and carry the heaviest responsibility for earning the click. Include your primary keyword in at least two to three headlines to maximize relevance to the search query and improve your Quality Score. Lead your strongest headlines with clear, specific benefits rather than company-centric language: ‘Save 30% on Professional Web Design’ performs significantly better than ‘Welcome to Acme Web Agency.’
Include at least one headline with a direct call to action: ‘Get a Free Quote Today,’ ‘Book Your Free Consultation,’ or ‘Start Your Free Trial.’ These action-oriented headlines outperform passive ones consistently. Where your business has earned them, include trust and social proof signals in your headlines: ‘500+ Websites Delivered,’ ‘4.9-Star Google Rating,’ or ‘Certified Google Partner.’ Make each headline distinct – avoid repeating the same message or benefit across multiple headlines, since repetitive assets give the algorithm nothing new to test.
Writing Effective Descriptions
Descriptions give you 90 characters to expand on the promise made in the headline, address common objections, reinforce your value proposition, and drive the click. Use the full character limit available. At least one description should include a specific, friction-reducing call to action that tells the reader exactly what to do and what they will get: ‘Call today for a free 30-minute consultation – no obligation, no pressure.’ Include details that differentiate your business from competitors: turnaround time, satisfaction guarantees, specific credentials, or a unique service feature that matters to the searcher.
Step 7: Add Ad Extensions
Ad extensions, now officially called Assets in Google Ads, are additional pieces of information that appear alongside your ad at no extra cost per click. They increase the physical size of your ad in search results, make it more informative and credible, and improve click-through rates. Google rewards the use of well-configured extensions with better ad placement, so configuring them thoroughly is a genuine competitive advantage.
For a first campaign, prioritize these four extension types. Sitelink extensions add links to specific pages on your website beneath the main ad, such as Pricing, Case Studies, About Us, and Contact. They increase the ad’s footprint on the search results page and allow different audience segments to self-select the most relevant destination. Callout extensions are short text snippets that appear beneath the main ad and highlight key benefits or differentiators, such as ‘Free Consultation,’ ‘No Long-Term Contracts,’ or ’24/7 Support.’ Call extensions add a clickable phone number directly to the ad, enabling mobile users to call with a single tap. For businesses where phone calls are a primary conversion, this extension can be transformative. Structured snippet extensions present categorized lists of your products, services, or features in a scannable format beneath the main ad.
Step 8: Review Everything and Launch
Before publishing your campaign, run through the following pre-launch checklist. Each item represents a common setup error that causes campaigns to underperform from day one, and catching them now is far less expensive than discovering them after your budget has been spent.
- Conversion tracking is installed on the website and verified as firing correctly using Tag Assistant
- Display Network and Search Partners are unchecked in the campaign’s network settings
- Location targeting is set to your target geography only – not the default ‘All Countries’
- Daily budget is set at your intended level and reviewed for accuracy
- Bidding strategy is set to ‘Maximize Clicks’ with a maximum CPC cap
- Each ad group contains 5 to 15 tightly themed, related keywords
- Negative keywords are applied at the campaign level
- Each ad group has at least one Responsive Search Ad with all 15 headlines and 4 descriptions completed
- All ad extension types have been configured with relevant content
- Every ad’s final URL points to a dedicated, conversion-optimized landing page – not the homepage
- Campaign start date is correct and no unnecessary end date has been set
If every item on this list is confirmed, you are ready to publish. Click the Publish button and your campaign will typically begin showing ads within a few hours, pending Google’s ad review process, which usually completes within one business day.
Step 9: Monitor Performance in Your First Week
Launching the campaign is not the end of the work. The first week of a new campaign is when you catch problems early, before they consume significant budget. Check in on your campaign at least once per day during the first week and focus on the following.
The Search Terms Report: Your Most Important First-Week Tool
The Search Terms Report shows the actual queries that triggered your ads and generated clicks. It is the most important report in Google Ads for first-time advertisers because it reveals exactly what you are paying for. Navigate to Keywords in the left menu, then select Search Terms. Review every query and ask whether each one represents someone who could realistically become a customer. Any query that could not lead to a conversion should be added to your negative keyword list immediately. This is not a once-weekly task during the first week of a campaign. It is a daily activity, and it is the most direct way to stop wasting budget on irrelevant traffic.
Key Metrics to Watch
Beyond the Search Terms Report, monitor the following metrics in the first week:
- Click-Through Rate (CTR): A CTR consistently below 2 percent on Search suggests that your headlines are not sufficiently relevant to the queries triggering your ads, or that your match types are bringing in traffic that does not find your ads appealing
- Average CPC: Compare against the estimates from Keyword Planner – a significant premium over estimates may indicate Quality Score issues that are inflating your cost per click
- Impressions: Very low impressions suggest that your keywords have insufficient search volume, your bids are too low to compete, or your budget is too small to capture available traffic
- Conversions: If conversion tracking is working correctly, you should begin seeing conversion data within the first few days for campaigns targeting active, high-intent search queries
Step 10: Optimize Continuously After Launch
A Google Ads campaign that is launched and left alone will almost always underperform. The platform rewards active management, and the improvements available from systematic, data-driven optimization compound significantly over time.
In the first 30 days after launch, the primary optimization activities are negative keyword expansion based on daily Search Terms Report reviews, and pausing any keywords that have accumulated significant spend without generating a single conversion. After 30 days, review performance at the ad group level to identify which themes are converting efficiently and which are not. Pause underperforming ad groups rather than continuing to fund them while their performance data dilutes your overall campaign metrics.
For ad copy, the standard practice is to review Responsive Search Ad performance after sufficient impressions have accumulated, typically 1,000 or more per ad. Google assigns each asset a performance rating of ‘Best,’ ‘Good,’ or ‘Low.’ Review these ratings and replace ‘Low’ performing headlines and descriptions with new variants testing different angles, benefits, or calls to action. This process of continuous creative refreshment is what separates campaigns that plateau from those that improve consistently over time.
Once your campaign has recorded 30 to 50 conversions, consider switching your bidding strategy from ‘Maximize Clicks’ to ‘Target CPA.’ This automated bidding strategy uses machine learning to optimize your bids toward achieving conversions at or below your target cost per acquisition. It requires that conversion data threshold to function effectively, which is why starting with Maximize Clicks is the right approach for the launch phase. The transition to Target CPA is one of the most impactful single changes you can make to a campaign that has established its conversion baseline.
Frequently Asked Questions
Q1. How much should I budget for my first Google Ads campaign?
The minimum budget that generates meaningful, actionable data depends significantly on the average cost-per-click in your industry. As a general guideline, a budget of five hundred to fifteen hundred dollars per month is sufficient to generate useful optimization data in most categories. In highly competitive verticals such as legal services, financial products, and enterprise B2B software, where cost-per-click regularly exceeds fifteen to twenty dollars, you may need two thousand dollars or more per month to generate enough clicks for reliable conclusions. The guiding principle is to budget enough to produce at least thirty to fifty clicks per day, which gives the algorithm and your analysis sufficient data to work with. A budget that generates only five clicks per day will take months to accumulate the data you need to make informed decisions. It is always better to run one platform properly with an adequate budget than to spread a limited budget too thin and generate inconclusive results.
Q2. How long does it take for Google Ads to start working?
For well-configured Search campaigns targeting high-intent keywords, you can expect to see your first clicks and potentially your first conversions within the first one to two weeks of launch. However, this early data is often unrepresentative of the campaign’s steady-state performance. Google’s Smart Bidding algorithms require a learning period of two to four weeks, during which they are accumulating conversion data and adjusting bid patterns. During this period, performance may be inconsistent. Making major changes to the campaign, such as significantly adjusting budgets, pausing large numbers of keywords, or changing the bidding strategy, resets this learning period. A realistic timeline for confidently assessing whether a campaign is working and making strategic decisions based on its performance is 60 to 90 days after launch, by which point you should have sufficient conversion data, a refined negative keyword list, and a stable cost-per-conversion baseline.
Q3. What is Quality Score and why does it matter?
Quality Score is a rating Google assigns to each keyword in your account on a scale of one to ten. It measures how relevant your keyword, ad copy, and landing page are to each other and to the search queries triggering your ads. Quality Score matters enormously because it directly affects both your ad’s position in search results and how much you pay per click. A higher Quality Score means Google shows your ad more prominently and charges you less per click than a competitor with lower ad relevance, even if that competitor is bidding more. The three components of Quality Score are expected click-through rate, ad relevance, and landing page experience. You improve it by ensuring your keywords, ad copy, and landing page are tightly aligned with each other and with the user’s search intent. A Quality Score of seven or higher is a reasonable target. Scores below five indicate misalignment somewhere in the keyword-to-ad-to-landing-page chain that is likely costing you money every day the campaign runs.
Q4. Should I use automated or manual bidding as a beginner?
The recommended starting strategy for first-time advertisers is ‘Maximize Clicks’ with a maximum cost-per-click limit. This approach gives Google’s algorithm some flexibility to find clicks within your target price range while preventing individual clicks from becoming unreasonably expensive. It does not require historical conversion data to function, which makes it appropriate for a brand-new campaign. The two most powerful automated bidding strategies, Target CPA and Target ROAS, require a minimum of 30 to 50 recorded conversions to work effectively. Using them before reaching that threshold typically results in the algorithm making optimization decisions based on insufficient data, which produces erratic and expensive performance. Once your campaign has accumulated the required conversion volume, typically after 60 to 90 days of running, switching to Target CPA is one of the most impactful changes you can make. It hands bid optimization to an algorithm with far more data processing capacity than any manual bidder, and it consistently reduces cost per acquisition for campaigns that have a solid conversion history.
Q5. What is the difference between Search campaigns and Display campaigns?
Google Search campaigns show text-based ads to users who are actively searching for specific keywords on Google.com. The defining characteristic of Search advertising is purchase intent: the user has expressed a specific need by typing a query, and your ad appears as a direct response to that expressed need. Google Display campaigns show image and banner ads across Google’s network of millions of third-party websites, apps, and YouTube. Display advertising reaches users based on audience characteristics and contextual signals, not active search intent. Display users are typically browsing, reading, or consuming content rather than actively looking for a product or service to buy. The practical implication for first-time advertisers is that Search and Display require completely different strategies, creative formats, performance benchmarks, and optimization approaches. Google defaults to including the Display Network in Search campaigns, which mixes these two fundamentally different traffic types into a single campaign and makes performance data uninterpretable. Always uncheck Display Network when setting up a Search campaign, and build separate Display campaigns if and when you have a specific awareness or retargeting objective that Display advertising is suited to address.
Q6. What are the most common mistakes that waste money on Google Ads?
The most expensive beginner mistakes, in order of how commonly they appear and how much they cost, are as follows. First, not switching to Expert Mode during account setup and running Smart Campaigns instead, which removes most of the control you need to manage budget effectively. Second, sending all paid traffic to the homepage rather than a conversion-optimized landing page, which is responsible for a large proportion of the conversion rate gap between beginner and expert advertisers. Third, skipping conversion tracking setup or setting it up incorrectly, which means the campaign runs indefinitely without any ability to measure what is actually producing results. Fourth, leaving the Display Network enabled in Search campaigns, which dilutes intent-based traffic with passive browsing traffic and wastes budget on clicks unlikely to convert. Fifth, using only Broad Match keywords without a corresponding negative keyword list, which allows the campaign to spend money on loosely related and often completely irrelevant search queries. Sixth, using Target CPA or Target ROAS bidding strategies before accumulating sufficient conversion data, which produces unstable and expensive early performance. Seventh, making too many changes too quickly and repeatedly resetting the algorithm’s learning phase. Catching and correcting these seven mistakes before launch prevents the majority of wasted spend in first-time Google Ads campaigns.
Conclusion
Setting up a Google Ads campaign correctly requires more thought, preparation, and careful configuration than most first-time advertisers expect. But the 10 steps in this guide represent the complete framework, and working through them in order, with the right settings and without the default traps, gives any business a campaign foundation that is genuinely capable of generating returns.
The two most important instructions in the entire guide are worth restating as you prepare to launch: switch to Expert Mode the moment Google prompts you to create a campaign, and uncheck the Display Network from your Search campaign settings. These two actions alone will prevent a large proportion of the wasted spend that causes first-time advertisers to conclude, incorrectly, that Google Ads does not work.
Once your campaign is live, treat the first 90 days as a learning period rather than a final verdict. Review the Search Terms Report daily, build your negative keyword list systematically, monitor Quality Scores, and refine your ad copy based on performance data. Google Ads is a channel that rewards active, informed management. The businesses that achieve the strongest long-term returns are not necessarily those with the largest budgets. They are the ones that understand the platform well enough to allocate every dollar toward clicks that have a genuine chance of becoming customers.