Restarting the Google Ads advertising campaign

Most often not. The market does not move in leaps and bounds per day, but the measurement breaks down just like this: the site theme was updated, the form moved, the tag container took off. That's why we do the first check in the site code, not in the account — it takes hours. How mundane this story is can be seen from our own measurements: in a plastic surgery clinic, a tag manager snippet self-blocked due to a condition that compared an ID with itself, in a B2B parts catalog, Google Universal Analytics was disabled for three years. And only if the tags are working, we look at the auction, the season and the competition.

It's simpler - and more expensive than it seems. Together with old campaigns, you give away the accumulated history of conversions, on which automatic strategies were trained; the new campaign performs worse than the old one in the first weeks, even with perfect settings. The second problem is deeper: building from scratch doesn't look for a reason, so that same reason quietly moves to new settings and brings you back here a block later. We separate what needs to be kept from what is really better to go through, and we do this before the first edit.

First, check if the campaign is not at war with your own search engines. A typical picture: Inside Performance Max, the indicators are excellent, because it attracted people who were already looking for you by name, and in total the account did not add anything. We break down: brand exclusion, different targets, priorities between campaign types, a separate view of branded and non-branded traffic. In most cases, it is not necessary to turn off the campaign - you just need to stop paying twice for the same click.

Mostly no. A full stop resets the learning rate and gives you a fail on return — you pay for the pause twice. The procedure is as follows: first we fix the measurements, then we clean the costs, then we change the structure in parts, and the new one is turned on next to the old one, and not instead of it. If the budget burns so that a pause is more profitable, we will say it directly, but the case is rare and always related to a broken account, not to campaigns.

Two to four weeks. The first week is usually worse than the previous state - this is an expected reaction to changes, and we warn about this before the start, because it is at this moment that the decision to roll back everything is most often made. It makes no sense to evaluate the result before the full decision-making cycle in your niche has passed: in retail it is a few days, in B2B it is months. It is better to agree on the date of the assessment on the shore.

Then we will say so and name where it is: in the speed of the site, in the price against competitors, in a missing form, in a product that is not in stock, or in the fact that applications stopped being processed within an hour. This happens more often than we would like. Selling relaunch campaigns in such a situation would mean taking money for work that won't change anything. And a fair margin from our side: a fast site doesn't make an offer attractive — it just stops losing those you've already paid to click.

The account must remain yours: created for your company, with your administrative access, and the contractor gets management rights. If the campaigns now live inside the agency account, in the event of a break, you risk losing both the structure and the history of conversions - it is impossible to restore it later. Our recommendation, which is worth doing even without us: create your own account and your own tag manager for corporate mail, and let contractors there as guests. This is an hour-long procedure that saves you from a very expensive loss.

A comparison of comparable periods in terms of conversion cost and the share of the budget that previously went to campaigns without conversions, plus a list of restored measurement events. The report includes the dates of each edit, so any change in the chart can be mapped to a specific action. The fair boundary here is this: the counter and clean account do not improve anything by themselves - they make the result visible. GA4 shows a trend, not an accounting truth, and you have to be deliberate about reconciling its numbers with the cash register, which is why we always ask for your sales data in the report.