When I first started managing Google Ads, I thought the job was basically “turn on ads and watch the clicks.” The more I’ve actually worked and studied, the more I’ve realized that’s only a small piece of it. A big part of being a good Google Ads manager is deciding where the money goes, moving budget into what’s working, cutting what isn’t, and setting clear goals so we know if the spend actually makes sense. Clicks by themselves don’t mean much if we don’t know whether we’r