4 Leads One Month, 16 The Next

Four leads one month, sixteen the next, same budget, same ads. One bad month doesn’t mean your marketing is broken, it usually means you’re reading noise as a trend.

The accounts that win aren’t the lucky ones, they’re the ones that stayed patient.

The quick rundown

• Small local accounts have small sample sizes, so normal swings can look like a disaster.
• Conversion rates on managed campaigns have ranged from 3.4% to nearly 14% with nothing about the ads changing.
• Panicking and rewriting everything resets your data and means you learn nothing.
• Judge results on a rolling 90 days, not a single calendar month.
• Change one thing at a time and give it four weeks before judging it.

Want to go deeper? Read how often you should change campaigns and why fixing a keyword refresh schedule backfires.

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