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Google’s AI can do really well when there’s enough data and clear conversion signals (like in healthcare with strong tROAS), but with smaller local service businesses, the volume is lower and tCPA often struggles.
What’s helped me is feeding the system cleaner data—tight keyword themes, negative keywords, and only tracking the conversions that truly matter.
Also, testing tROAS or even manual bidding for a while can give the algo a better baseline.
In my experience, “hands off” rarely works unless the account already has steady, high-quality volume.
