DON'T Use This Google Ads Setting Wrong, It'll Kill Your Ads

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If you are new to this channel, there's a bit you should know about me...
2012 - Sold my first product online, a camping blanket.
2014 - Opened my first shopify store and launched my first facebook ad
2017 - Sold my shopify store
2018 - Recruited by VaynerMedia’s ecommerce team. Team Member #5. Ran ads for Liquid IV, Supergoop and Young Nails.
2019 - Joined BarkBox as Director of Emerging Channels
2020 - Ran ads
2021 - BarkBox grows from 150mil to 2.5B, goes public on NYSE.
2022 - Started The Moonlighters
2023 - Started exclusively hiring top 1% media buyers.
2024 - Fired sales team, my business partner speaks to every client before we work together. 2025 - 150+ clients served.

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Case Study: How We 10X'd a Brands' Sales In 40 Days While Increasing Their ROAS By 23%: https://themoonlighters.com/case-stud...

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If you’re running google ads bidding strategy the wrong way, you can destroy performance fast. I break down the difference between target roas vs actual roas and explain why so many accounts struggle when the numbers don’t align. Understanding google ads target roas strategy and how it compares to target cpa vs actual cpa is critical if you care about real profitability.

I also explain how automated bidding google ads really works behind the scenes, and why most people misinterpret performance when campaigns show limited by budget google ads. Instead of panicking, I show you how to approach google ads budget optimization the right way so you can protect paid ads profitability while pushing growth.

If your goal is scale, I walk through my full google ads scaling strategy, including practical steps for how to scale google ads without breaking performance. For ecommerce brands, I go deep into ecommerce google ads scaling, focusing on sustainable roas optimization tips that actually increase margins.

You’ll also see how the concept of dangling the carrot google ads impacts smart bidding behavior and how to use it strategically inside your google ads 2026 strategy. I compare meta vs google ads strategy so you understand where each platform fits into long-term digital marketing growth hacks.

By the end, you’ll know exactly how to align your bidding, budget, and scaling decisions so your account grows without sacrificing efficiency.