{"id":652566,"date":"2025-02-07T06:40:20","date_gmt":"2025-02-07T03:40:20","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/"},"modified":"2025-02-07T06:40:20","modified_gmt":"2025-02-07T03:40:20","slug":"google-ads-optimization-what-to-stop-start-and-continue-in-2025","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/","title":{"rendered":"#Google Ads optimization: What to stop, start, and continue in 2025"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2c998b756a0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2c998b756a0\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Shift_your_optimization_mindset_in_2025_with_fresh_strategies_for_keywords_Performance_Max_and_audience_targeting\" >Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Rethinking_optimization_Why_Google_Ads_strategies_must_evolve\" >Rethinking optimization: Why Google Ads strategies must evolve<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Keyword_strategies\" >Keyword strategies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Stop\" >Stop\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Start\" >Start<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Continue\" >Continue<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Performance_Max_strategies\" >Performance Max strategies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Stop-2\" >Stop<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Start-2\" >Start<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Continue-2\" >Continue<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Audience-first_strategies\" >Audience-first strategies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Stop-3\" >Stop<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Start-3\" >Start<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#Continue-3\" >Continue<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-optimization-what-to-stop-start-and-continue-in-2025\/#What_will_you_stop_start_and_continue_in_Google_Ads_in_2025\" >What will you stop, start, and continue in Google Ads in 2025?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Shift_your_optimization_mindset_in_2025_with_fresh_strategies_for_keywords_Performance_Max_and_audience_targeting\"><\/span>Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Early this year, I asked my team to recommend what we should stop, start, and continue doing in 2025 to improve our collaboration.\u00a0<\/p>\n<p>As a leader, it was a valuable exercise that highlighted to me what we can do to improve different aspects of our working life.\u00a0<\/p>\n<p>This exercise also got me thinking about how to <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ly the same framework to Google Ads \u2013 and use it to define what we should stop, stop, and continue doing to optimize our clients\u2019 Google Ads programs this year.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-rethinking-optimization-why-google-ads-strategies-must-evolve\"><span class=\"ez-toc-section\" id=\"Rethinking_optimization_Why_Google_Ads_strategies_must_evolve\"><\/span>Rethinking optimization: Why Google Ads strategies must evolve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Techniques once seen as \u201cbest practices\u201d no longer work.\u00a0<\/p>\n<p>As Google Ads has evolved, so has the complexity of optimization.<\/p>\n<p>That\u2019s why I can\u2019t name a single best strategy. PPC success will vary depending on many factors.\u00a0<\/p>\n<p>That said, the most important \u201cstrategy,\u201d if we can call it that, is a mindset shift.\u00a0<\/p>\n<p>It\u2019s not about narrowly following any particular sure-fire approach.\u00a0<\/p>\n<p>It\u2019s about thinking, testing, and analyzing every method you try.\u00a0<\/p>\n<p>Remember this as you read through my start, stop, and continue recommendations below.\u00a0<\/p>\n<p>There are no strictly good or bad strategies.\u00a0<\/p>\n<p>And a \u201cbad\u201d strategy right now might become a good strategy in the future.\u00a0<\/p>\n<p>With that important caveat, let me walk you through my start, stop, and continue recommendations for different Google Ads optimization strategies in 2025.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-keyword-strategies\"><span class=\"ez-toc-section\" id=\"Keyword_strategies\"><\/span>Keyword strategies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-stop-nbsp\"><span class=\"ez-toc-section\" id=\"Stop\"><\/span>Stop\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Stop trying to squeeze more from your search campaigns by actively bidding on every variation of keywords that has converted.\u00a0<\/p>\n<p>Bidding on keyword variations is a traditional optimization strategy I\u2019ve always trained my team on.\u00a0<\/p>\n<p>We prided ourselves on the ability to spot emerging trends related to our keywords and bid on them.\u00a0\u00a0<\/p>\n<p>But it isn\u2019t what it used to be \u2013 and it can cause more harm than good, especially if no follow-up analysis is done.<\/p>\n<p>We stepped away from this strategy quite some time ago. But every once in a while, we get pulled back in.\u00a0<\/p>\n<p>This happened recently with a client account. We identified a handful of trending keyword phrases that stood out and added them to the account.\u00a0<\/p>\n<p>The results?\u00a0<\/p>\n<p>An increase of $5 more per lead (with fewer total leads) and a decrease in conversion rate from 1.28% to 1.10%.\u00a0<\/p>\n<p>We reverted this change.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-start\"><span class=\"ez-toc-section\" id=\"Start\"><\/span>Start<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Start narrowing and streamlining your keyword lists.\u00a0<\/p>\n<p>Try using broad match of your top converting keywords instead of adding endless variations.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-continue\"><span class=\"ez-toc-section\" id=\"Continue\"><\/span>Continue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Continue to question and test \u2013 there\u2019s no single right or wrong strategy.\u00a0<\/p>\n<p>Mastering keyword strategy is a learning curve. There\u2019s no universal approach, and it varies across accounts.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>PPC keyword research: What you need to know<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-performance-max-strategies\"><span class=\"ez-toc-section\" id=\"Performance_Max_strategies\"><\/span>Performance Max strategies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-stop\"><span class=\"ez-toc-section\" id=\"Stop-2\"><\/span>Stop<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Stop giving up on Performance Max at the first sign of spam leads.<\/p>\n<p>B2Bs often see an initial spike in spam when launching PMax, and we\u2019ve abandoned our share of campaigns over the years.<\/p>\n<p>But not every PMax campaign will be a home run \u2013 some will work, and others won\u2019t.<\/p>\n<p>For example, we can see the performance of different PMax asset groups for this B2B client:\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"451\" alt=\"Example Performance Max campaign for a B2B client\" class=\"wp-image-451605\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-600x169.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-800x226.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-200x56.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-768x216.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-1536x433.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"451\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client.png.webp\" alt=\"Example Performance Max campaign for a B2B client\" class=\"wp-image-451605\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-600x169.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-800x226.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-200x56.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-768x216.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Example-Performance-Max-campaign-for-a-B2B-client-1536x433.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Because this client can pull their Salesforce data into their Google Ads account, we can see the actual value of the business closed.<\/p>\n<p>The top two asset groups look great, but the third \u2013 not so much.<\/p>\n<p>You win some and lose some.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-start-0\"><span class=\"ez-toc-section\" id=\"Start-2\"><\/span>Start<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Start communicating with your clients to work through these initial issues.<\/p>\n<p>We struggled with the above campaign at first. It produced some spam leads.<\/p>\n<p>But with lots and lots of communication with the client and their teams, we figured it out. We made some adjustments \u2013 and so did the client \u2013 to make it work.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-continue-0\"><span class=\"ez-toc-section\" id=\"Continue-2\"><\/span>Continue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Continue to optimize Performance Max campaigns.<\/p>\n<p>Even though PMax is more automated than Search campaigns, there\u2019s still room for optimization.<\/p>\n<p>You can, for example:<\/p>\n<ul class=\"wp-block-list\">\n<li>Review asset groups and pause those that are not performing.<\/li>\n<li>Review mobile traffic and performance. In the above campaign, we found that mobile traffic wasn\u2019t converting \u2013 and a lot of mobile traffic was coming from PMax. Therefore, we assigned a lower conversion value for mobile traffic.<\/li>\n<li>Review your search terms. As with Search campaigns, you can also review your search terms for PMax (although you\u2019ll need a script). But unlike Search, where you can specifically target and exclude (negate) keywords, try thinking about trends and categories that can enhance current targeting.<\/li>\n<li>Realize PMax campaigns are a complement to your top-performing Search campaigns.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: 5 ways to get the most from Performance Max in 2025<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-audience-first-strategies\"><span class=\"ez-toc-section\" id=\"Audience-first_strategies\"><\/span>Audience-first strategies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-stop-0\"><span class=\"ez-toc-section\" id=\"Stop-3\"><\/span>Stop<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Stop thinking of your keyword selections as the whole (or even the most important part) of your ad program strategy.<\/p>\n<p>Obsessing over the millions of keyword variations you can bid on to describe your company\u2019s products and services is no longer a viable approach.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-start-1\"><span class=\"ez-toc-section\" id=\"Start-3\"><\/span>Start<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Instead, start building an audience-first strategy.\u00a0<\/p>\n<p>Think about your customers\u2019 needs \u2013 and then strategically align your keywords with those needs and the stages of the customer journey.\u00a0<\/p>\n<p>Then, align those ad campaigns with your customers\u2019 big-picture business goals.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-continue-1\"><span class=\"ez-toc-section\" id=\"Continue-3\"><\/span>Continue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Continue focusing on value-added components in your Google Ads account that complement your keywords.\u00a0<\/p>\n<p>Use first-party data, such as customer and website audience lists, to include, exclude, and create lookalike opportunities.<\/p>\n<p>Last year, we onboarded a client with valuable customer data that their previous agency had ignored.<\/p>\n<p>Instead of leveraging this data, the agency kept adding new keywords, cluttering the account with thousands of low-value terms.<\/p>\n<p>We proposed an audience-first strategy, requiring a shift in their approach.\u00a0<\/p>\n<p>The client was hesitant to allocate the same budget as before.<\/p>\n<p>\u00a0Despite a smaller budget, we exceeded expectations.<\/p>\n<ul class=\"wp-block-list\">\n<li>Cost per lead dropped significantly, from $100 to $19.<\/li>\n<li>High-value conversions increased, prioritizing quality over quantity.<\/li>\n<\/ul>\n<p>We restructured the account, removed thousands of ineffective keywords, and built a strong foundation.\u00a0<\/p>\n<p>By leveraging remarketing and customer lists, we efficiently targeted prospective, past, and current customers.<\/p>\n<p>Our approach was simple: we understood the client\u2019s business and goals, then used customer segments to attract new customers while excluding existing ones.<\/p>\n<p>This ensured we met each audience\u2019s needs at the right stage of their search journey.<\/p>\n<p>Now, with a scalable structure in place, we\u2019ve successfully expanded product offerings and recently launched a new category \u2013 something that wouldn\u2019t have been possible under the previous setup.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-will-you-stop-start-and-continue-in-google-ads-in-2025\"><span class=\"ez-toc-section\" id=\"What_will_you_stop_start_and_continue_in_Google_Ads_in_2025\"><\/span>What will you stop, start, and continue in Google Ads in 2025?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>These start stop, start, and continue recommendations for Google Ads optimization won\u2019t work for every account.\u00a0<\/p>\n<p>But the most critical element of <strong>any<\/strong> optimization is review and follow-up.\u00a0<\/p>\n<p>With every change you make to optimize an account, you need to assess what the change improved (or didn\u2019t improve) and then move forward in a way that puts your client closer to their business goals.\u00a0<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Pauline Jakober\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/12\/Pauline-Jakober.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/12\/Pauline-Jakober.jpeg.webp\" alt=\"Pauline Jakober\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Pauline Jakober<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=GrpTwentySeven&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/paulinejakober\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tPauline Jakober is Founder and CEO of <a rel=\"nofollow\" target=\"_blank\" href=\"http:\/\/grouptwentyseven.com\">Group Twenty Seven<\/a>, a boutique online advertising agency that provides Google Ads and LinkedIn Ads management, consulting and audits to B2B clients.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-optimization-stop-start-continue-451602\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shift your optimization mindset in 2025 with fresh strategies for keywords, Performance Max, and audience targeting. Early this year, I asked my team to recommend what we should stop, start, and continue doing in 2025 to improve our collaboration.\u00a0 As a leader, it was a valuable exercise that highlighted to me what we can do&#8230;<\/p>\n","protected":false},"author":1,"featured_media":652567,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/Google-Ads-optimization-What-to-stop-start-and-continue-in-2025.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-652566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/652566","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=652566"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/652566\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/652567"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=652566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=652566"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=652566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}