Two campaigns, same budget, opposite results in one week. Which do you trust?

Last month I ran two Google Ads tests with the same $500 budget. One was a tight campaign with 3 ad groups and exact match keywords. The other was broad with 15 ad groups and phrase match. In the first week, the broad one got 4x the clicks and tons of impressions. But the tight one actually got 2 conversions, the broad one got zero. Now my client wants to scale the broad one because it 'looks active.' I told them the data says otherwise. Has anyone else had a week where the obvious winner on paper was the loser in real numbers? How do you convince someone to trust quality over volume?

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1 Comment

sage_lewis1024d ago

Did you ever just trust clicks over cash before that week changed your mind?