Google Ads is a complex machine that has many different components to it, with each component potentially impacting the performance of the campaigns. You can think of the different components of the machine as a lever in a system (like the picture below). When we structure an account well, we are able to divide the different components of Google ads into the optimial number of levers, and we can dial in, or dial back, on those levers.
Accounts often share similar settings, but very often they do not. It’s our job to know which level to pull, how much to pull, and to extract the most ROAS for clients.
The different levers that exist in an account: