Read this if you’re having a slow month with Google Ads

Google Ads isn’t linear.

Some days, you hit it big.

Other days, nothing seems to click.

We see this all the time with brands that come to us for help.

One month they're thriving—the next, revenue tanks by half.

This can happen for many reasons.

Market shifts. Competition increasing their bids. Ad fatigue. Seasonal slumps.

It’s tough to watch the numbers drop right in front of your eyes.

But when that happens, the most important thing is to stop the bleeding.

You can’t let it snowball into a downward spiral.

Yeah, the lows can hit hard. But the highs are coming.

What matters is how your ads perform over the long haul, not during short-term fluctuations.

Here’s a dashboard from one of our partners over the past 3 months.

Sales fluctuate. Their revenue spiked during sales promos and dipped afterward.

But look closely, and you'll see steady growth trending upward.

And that’s all we care about and aim for.

The key to this is having a plan ready for when those lows hit.

And just like with any problem, the first step is figuring out the root cause.

To do that, zoom in on your metrics.

We categorize Google Ads metrics into four levels:

• Level 1: CPA, ROAS, Conversions

• Level 2: CTR, CR, Clicks, Impressions, CPC

• Level 3: Impression share, Quality score, Landing page experience

• Level 4: Keyword, ad copy, device, audience segment, geographic.

Start at Level 1 and see which metric took a hit.

Then move down the list until you find the source of the issue.

By Level 4, you’ll know exactly where the problem lies.

Find the issue, and fix it.

For example, you notice:

• Level 1: ROAS dropped

• Level 2: CTR fell

• Level 3: Quality score went down

• When you hit Level 4, you discover your ad copy no longer connects with your audience.

So you know it’s time to adjust your copy.

Now here’s the thing:

You should know how to recover from performance drops.

But it’s even better to prevent them.

At Echelonn, we've set automated alerts to catch downward trends as soon as they arrive.

This way, we can jump in, make adjustments, and keep things moving in the right direction.

If your strategy stops working, don’t freeze up.

Test, tweak, and optimize so that the next high is higher than the last one.

Revenue dips are part of the game.

You can’t control the market or what your competitors do.

But you can stay ready to respond.

Have a response system in place before things start to burn.

Don’t let a slow week turn into a bad quarter.

Just like in combat, it’s not about how many times you get hit.

It’s about who’s still standing when the bell rings.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get our E-commerce Growth Toolkit: Get access to our free resources and tools including the Product Feed & GMC Optimization Checklist, YouTube Shorts Ads Playbook, and 12 Plug-and-Play Dashboards. Click here.

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