Most SaaS advertisers overrun their budget on broad match. It looks like scale on paper — impression share climbs, cost-per-click stays low — but the cost per qualified acquisition drifts steadily upward as intent quality erodes.
Rebuild around phrase match
We rebuilt the account around phrase match with tightly scoped ad groups. Broad-match discovery still runs, but only inside a sandbox campaign with a hard budget cap.
Use conversion values, not conversion counts
Once tROAS took over from tCPA, the system started spending on the accounts that actually closed — not the ones that just signed up.