Four Google Ads managers. Why couldn't they explain what went wrong?
What I'd do when Google Ads leads disappear and nobody can explain why.
A love letter to statistics
Published April 2021. Last updated July 2026.
This is for you if you’re interested in making data-driven decisions about your Google Ads.
Amy Hebdon, founder at Paid Search Magic, wrote a fantastic article she described a love letter disguised as a how-to about PPC data interpretation.
She covers four strategies and frameworks for avoiding mistakes and finding insights in PPC data.
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Be a critical thinker & your own biggest skeptic
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Know your KPIs & calculations
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Uncover spurious relationships
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Accept uncertainty
The first point resonated: Be a critical thinker and your own biggest skeptic.
I’m at the point in my career where I think I might actually know what I’m doing. The danger now is becoming overconfident. Critical thinking guards against this.
Amy (and others) suggests developing critical thinking requires asking yourself questions like:
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What else could have caused the outcome?
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What other interpretations are possible?
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Why are those interpretations not valid?
It's a little painful at first. But it's a lot less painful than latching onto the your conclusion and later finding out it was wrong.
The full article is worth a read here
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
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