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1. Optimization score means nothing. Treat it with a pinch of salt, and don’t accept anything unless you aren completely confident on how the recommendations will affect your account.
2. Manual CPC is still a very valid strategy for numerous business verticals, particularly for niche lead gen, complicated service businesses, and high CPC / low conversion vol / high LTV accounts.
3. There is no bid strategy called ‘cost per click’.
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You are correct though that accounts like this MUST hone in on deep conversions points, sales qualified leads, LTV etc.. So implementing offline conversion tracking is a must, preferably with Enhanced Conversions and Advanced Consent Mode (if targeting UK/EU). Also server side containers for your tags rather than browser side is now best practice if you can get that done too. Get all that set up and you’ll be in a great situation to compete in the marketplace and start to hone in on business objectives and positive ROI.
