23 Performance Max campaigns were built and rebuilt over the last 12 months, most heavily right as seasonal demand ramped up in spring. Every rebuild resets Google's learning phase at the worst possible time.

74% of Search spend goes to branded keywords. That's efficient traffic, but it isn't proof the account is finding new customers.

The Google "Things To Do" travel campaign is the best-performing channel by cost per acquisition (~$41 vs. $60–70 elsewhere) and is getting a fraction of the budget a channel that efficient should have.

Blog content is driving traffic to pages not built to convert it, and the account structure has grown bloated over time.