Get the most out of Paid Media: actionable use cases

Start a new account without knowing where to begin

Situation: you take on a new client and have to build their advertising from scratch, without a reference structure.

• What to do: Go to Paid Media > Estrategias IA and generate a strategy with the client's objective and budget.
• Review the proposed campaigns and their budget distribution, and adjust them with your own judgment.
• Turn them into real campaigns with Create campaigns with MIA: they're born paused, you review them, and only then do you activate them.

Result: you go from a blank page to a well-founded campaign structure in minutes, without improvising.

Keep the budget from overshooting or falling short

Situation: some months you overspend and run out of funds halfway; others you reach the end with unused budget.

• What to do: Turn on Auto-Budget on your Google Ads campaigns and define the period total.
• Let it adjust the daily budget on its own to land just right.
• For the rest of the platforms, watch the Pacing column of the Planner and correct in time.

Result: the budget is consumed evenly throughout the period, with no scares and no waste.

Cut spend on searches that don't convert

Situation: your Google search campaigns spend, but you suspect part of the money goes to irrelevant clicks.

• What to do: Go to Paid Media > Search Terms and open All terms.
• Sort by cost and detect the terms that spend without conversions.
• Use Exclude to turn them into negative keywords.

Result: you stop paying for searches that don't help you and concentrate the budget on the ones that do convert.

Scale what's already working

Situation: the campaign performs well and you want to invest more, but without breaking what works.

• What to do: In Insights, identify the platform or campaign with the best cost per conversion.
• Confirm the performance holds over time, not a one-day peak.
• Raise its budget from Campaign Manager, little by little, and keep measuring.

Result: you grow on what already proved to work, instead of spreading the increase blindly.

Show your client what their budget is invested in

Situation: your client wants to understand where their investment goes and you need to present it clearly.

• What to do: Build their plan in the Planner, with the campaigns and their budgets.
• Link the real campaigns and sync the costs to show actual spend, not just what was planned.
• Send it by email or as a PDF; there's a record in the Send History.

Result: a results conversation based on data, not perceptions.

Detect an ad with a broken link before it costs you

Situation: you fear you're paying for clicks that lead to a down page without realizing it.

• What to do: Turn on the Google Ads Link Checker so it reviews your links on its own.
• You'll receive an email alert if it finds a broken link.
• Fix the URL in the campaign and scan again.

Result: you find out about the problem through an early alert, not from an annoyed client a week later.