Sectors
Retail: feed, margin, then bids.
Catalogues with real stock and a delivery promise you can keep. Reporting as cost per fulfilled order.
Regional retail is a merchandising job wearing an ads login. We have seen Shopping campaigns that look busy while half the SKUs cannot carry CPA and the titles describe the warehouse aisle.
The sequence is dull on purpose. Clean the feed. Exclude what cannot carry the click. Put budget on titles that already convert. Then argue about bids. Finance gets cost per fulfilled order, not a ROAS screenshot from a phone.
Stores and postcodes matter. We will not buy national queries for a three-shop operator unless the economics survive the click and the van.
Poor fit: a retailer who will not share margin bands, or who wants “brand” as a substitute for products that are out of stock.