I started excluding placements that spent money without converting and focused more on high-performing zones. Testing campaigns by device type and operating system also made a noticeable difference because user behavior varied more than I expected. Narrowing GEOs to the strongest regions helped reduce wasted spend, while adjusting bids based on performance kept profitable traffic flowing. Rather than making big changes all at once, I tracked small targeting tweaks over several days before deciding what worked. Those patterns made optimization much easier and steadily improved returns.