When I first started running Google Ads for my screen-printing client, the plan sounded simple: go after bulk B2B orders. We built everything around that idea: keywords, messaging, even how we thought about the funnel. A few weeks in, the client decided they wanted to shift focus to one-off holiday gifts instead. It was the right move for their business, but it meant a lot of the early work suddenly didn’t fit the new goal. That was my first real lesson: if the offer and audi