Most in-house Google Ads teams hit a performance ceiling not because of tactical mistakes but because of structural problems invisible from inside the account. This article walks through a representative mid-market ecommerce account that flatlined for five months, the three structural issues that caused it (over-constrained target ROAS, margin-mixed PMax asset groups, and contaminated conversion tracking), the specific fixes made in 30 days, and what changed over 90 days on the same budget.
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