When ad results drop, panic leads to chaotic changes and even worse data. In this article you will learn how to tell normal fluctuations from a real drop, which causes do not call for hasty action, and how to check the “foundations”: tracking, landing page and business factors. And if you want quick clarity and concrete next steps, the logical follow-up is a PPC audit from Evol: a detailed analysis of Google Ads and Meta Ads with practical recommendations for getting back to stable r...