Use the seesaw method to review Google spending and targets
This optimization framework compares whether a campaign is spending its budget and whether it meets the business target. Those two observations determine the next question, followed by deeper reviews when a simple budget adjustment is insufficient.
Confirm the target and reporting basis
The walkthrough distinguishes conversion-focused CPA goals from value-focused ROAS goals. Use the metric that fits the campaign and calculate its affordable level. Keep conversion timing and a consistent reporting period in mind before deciding that the target is being met or missed.
Separate budget limits from underdelivery
If the campaign reaches its budget and produces an acceptable return, more spending is one option to investigate. If it does not spend, raising the budget alone may do little. Understand which constraint is active before changing a field simply because it is available.
Inspect traffic and assets when results stall
The diagnostic sections review search terms, branded activity, product groups, headlines, and other assets. Find a specific weakness to address. A campaign that cannot achieve the required economics may need better inputs or a different opportunity rather than another target adjustment.
Check the click-to-purchase economics
The video also relates cost per click, conversion rate, and order value. Use realistic inputs to understand the acquisition cost the traffic can support. Keep the review cycle connected to store contribution and volume so the account is not optimized only for a ratio.
