Lead quality is the silent killer nobody wants to talk about. Ran a campaign that looked fantastic on paper - cost-per-lead was a thing of beauty. Then I looked at the close rate and realised we were basically paying for tyre-kickers with budget approval titles. Had to slash the keyword list by about 60%. CPA shot up, sure, but revenue went up even more. Because finally we were attracting people who could actually sign a PO.
The AI brief thing sounds promising - if it actually changes how Google defines a "good audience" rather than just playing match-type roulette. But I'll believe it when I see it.
