Many Google Ads programs underperform not because of poor execution, but because business objectives are misaligned with how Google’s bidding systems learn and scale.

In this session, you’ll learn how to translate revenue goals, efficiency targets, and growth constraints into optimization signals Google can actually act on. We’ll cover common goal-setting mistakes, how to avoid training the algorithm on the wrong outcomes, and how senior marketers can create clarity between finance, leadership, and paid media teams.

After this session, attendees will be able to:

• Diagnose when business KPIs are sabotaging Google’s ability to bid and scale efficiently, and are better left out.

• Map revenue goals, LTV assumptions, and efficiency targets to bidding strategies that align with how Google’s algorithms learn.

• Set guardrails (not just targets) that protect profitability while still giving automation room to perform.