Performance drops happen. CPL goes up. Conversions drop. Spend shifts without explanation. The average account manager reports it. The expert explains it. If you’re serious about diagnosing performance shifts in Google Ads , not just throwing metrics on a slide. Here’s a detailed breakdown of how to audit like a strategist, using technical insights from real-world account experience, Google’s own systems, and data modeling. 📌 Table of Contents Spot the Shift – How to identify when a performance drop is worth investigating. Break Down the Metric – Dissect metrics like CPL into actionable parts. Understand Metric Relationships – Learn how CPC, CTR, and CVR interact beneath the surface. Follow the Keyword Flow – Trace spend, match types, and search terms to find inefficiencies. Build the Story – Translate raw data into a clear, causal narrative. Frame Your Recommendation – Turn findings into actionable, client-rea...