{"id":716675,"date":"2026-03-14T01:05:12","date_gmt":"2026-03-13T22:05:12","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/"},"modified":"2026-03-14T01:05:12","modified_gmt":"2026-03-13T22:05:12","slug":"chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/","title":{"rendered":"Chloe Varnfield talks sneaky Google Ads settings and tanking performance"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 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-6a3ab55d2b435\" 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-6a3ab55d2b435\" 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\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#Chloe_Varnfield_shares_sneaky_Google_settings_Friday_mistakes_and_Google_rep_advice_that_tanked_her_campaigns_%E2%80%94_and_the_hard-won_lessons_that_came_after\" >Chloe Varnfield  shares sneaky Google settings, Friday mistakes, and Google rep advice that tanked her campaigns \u2014 and the hard-won lessons that came after.<\/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\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#When_Google_sneaks_settings_past_you\" >When Google sneaks settings past you<\/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\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#Why_you_should_never_make_changes_on_a_Friday\" >Why you should never make changes on a Friday<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#The_time_she_listened_to_a_Google_rep_%E2%80%94_and_tanked_performance_for_two_months\" >The time she listened to a Google rep \u2014 and tanked performance for two months<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#The_account_mistakes_that_still_happen_in_2026\" >The account mistakes that still happen in 2026<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#On_honesty_client_relationships_and_not_spiralling\" >On honesty, client relationships, and not spiralling<\/a><\/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\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance\/#The_AI_mistake_too_many_marketers_are_making\" >The AI mistake too many marketers are making<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Chloe_Varnfield_shares_sneaky_Google_settings_Friday_mistakes_and_Google_rep_advice_that_tanked_her_campaigns_%E2%80%94_and_the_hard-won_lessons_that_came_after\"><\/span>Chloe Varnfield  shares sneaky Google settings, Friday mistakes, and Google rep advice that tanked her campaigns \u2014 and the hard-won lessons that came after.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"EP355 - Sneaky Google Ads Settings &amp; Tanked Campaigns ft Chloe Varnfield\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1173404960?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1173404960?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"EP355 - Sneaky Google Ads Settings &amp; Tanked Campaigns ft Chloe Varnfield\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1772135161\" data-rocket-defer defer><\/script><\/p>\n<p>Chloe Varnfield, a digital marketing specialist at Atelier Studios with nearly eight years in PPC, joined me to share the mistakes that shaped her career \u2014 and the lessons every advertiser should take from them.<\/p>\n<h2 id=\"when-google-sneaks-settings-past-you\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"When_Google_sneaks_settings_past_you\"><\/span>When Google sneaks settings past you<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Chloe\u2019s first story centers on Google\u2019s account-level automated assets setting \u2014 a feature so well hidden that many advertisers don\u2019t know it exists until a client sends a screenshot asking why their headline looks completely wrong. The setting, buried behind a three-dot menu, defaults to on, meaning Google can automatically generate and serve headlines advertisers never wrote or <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>roved. The takeaway: always audit your account-level settings, and treat every Google update as a potential default you\u2019ll need to turn off.<\/p>\n<h2 id=\"why-you-should-never-make-changes-on-a-friday\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_you_should_never_make_changes_on_a_Friday\"><\/span>Why you should never make changes on a Friday<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A client asked Chloe to narrow their campaign\u2019s location targeting mid-call. She made the change quickly \u2014 and accidentally excluded the UK entirely while targeting only the desired regions. Campaigns stopped delivering. It took three days of head-scratching before she audited the full campaign and found the culprit. The lesson she now swears by: never make significant changes on a Friday, and when something stops working, go straight to a full audit rather than waiting for the algorithm to \u201cfix itself.\u201d<\/p>\n<h2 id=\"the-time-she-listened-to-a-google-rep-and-tanked-performance-for-two-months\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_time_she_listened_to_a_Google_rep_%E2%80%94_and_tanked_performance_for_two_months\"><\/span>The time she listened to a Google rep \u2014 and tanked performance for two months<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Chloe\u2019s most costly story involves a campaign that was performing at its best in years. A Google rep recommended switching bid strategy from Maximise Conversions to Maximise Conversion Value. She made the switch \u2014 and performance collapsed. For small to medium-sized businesses that already struggle to hit the conversion volume thresholds needed for smart bidding to work effectively, changing bid strategy is a high-stakes decision that shouldn\u2019t be made on the spot. It took two months to recover, with the pressure of a major seasonal sale looming. She fixed it \u2014 but the lesson stuck: don\u2019t let enthusiasm or a rep\u2019s insistence override your judgment. Sit on big decisions. Trust your gut.<\/p>\n<h2 id=\"the-account-mistakes-that-still-happen-in-2026\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_account_mistakes_that_still_happen_in_2026\"><\/span>The account mistakes that still happen in 2026<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When auditing inherited accounts, Chloe consistently sees the same three problems: broken or absent conversion tracking (sometimes still pulling from Universal Analytics), broad match applied to brand campaigns \u2014 which makes it impossible to know whether results are genuinely driven by non-brand keywords \u2014 and accounts with zero negative keywords. These aren\u2019t minor structural issues. They directly distort performance data and waste budget.<\/p>\n<h2 id=\"on-honesty-client-relationships-and-not-spiralling\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"On_honesty_client_relationships_and_not_spiralling\"><\/span>On honesty, client relationships, and not spiralling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Across all three of her own stories, Chloe\u2019s client relationships survived because she communicated transparently \u2014 explaining what had gone wrong, what she was doing to fix it, and what the next step would be if that didn\u2019t work. Her advice to anyone mid-crisis: breathe, be kind to yourself, stay calm, and remember that no one has died. The ability to fix problems under pressure is what builds expertise \u2014 and fixing something difficult often becomes your proudest professional moment.<\/p>\n<h2 id=\"the-ai-mistake-too-many-marketers-are-making\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_AI_mistake_too_many_marketers_are_making\"><\/span>The AI mistake too many marketers are making<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>On AI, Chloe is clear: using it to generate ad copy or proposals without reviewing or editing the output is lazy and obvious. AI should make you faster, not replace your judgment. Always put your own voice and review back into whatever it produces.<\/p>\n<\/div>\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:\/\/buradabiliyorum.com\/en\/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\/chloe-varnfield-talks-sneaky-google-ads-settings-and-tanking-performance-471663\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chloe Varnfield shares sneaky Google settings, Friday mistakes, and Google rep advice that tanked her campaigns \u2014 and the hard-won lessons that came after. Chloe Varnfield, a digital marketing specialist at Atelier Studios with nearly eight years in PPC, joined me to share the mistakes that shaped her career \u2014 and the lessons every advertiser&#8230;<\/p>\n","protected":false},"author":1,"featured_media":716676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/03\/PL-Podcast-Chlow-Varnfield.jpeg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-716675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/716675","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=716675"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/716675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/716676"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=716675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=716675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=716675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}