Ask How do you explain to a client why their Google Ads cost per lead went up without warning?

[Meridian]

The first thing to do is check what changed, because cost per lead rarely goes up for no reason. It could be that competitors increased their bids, the audience changed, or the search terms people are using have shifted. Sometimes Google's algorithm updates also affect how ads are ranked and shown. When talking to a client, it is better to walk them through the data clearly instead of using technical terms they may not understand. Show them what the numbers looked like before and after, and explain what you are doing to bring costs back down. What has worked best for you when handling this conversation?