Over-optimizing the campaign caused the bus wheels to fall off... The growth strategy was almost entirely Google Ads-focused... As we scaled advertising spend, our revenues scaled along with it in a pretty consistent way.
We weren't overly optimized in our efforts; we simply managed the campaign with a few high-level metrics to ensure we were heading in the right direction... But, after we upgraded our CRM... we thought the campaign could perform more profitably.
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