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Performance can be absolute butt cheeks as long as you have a story for why. Sometimes CPC/CPM goes up and there’s nothing you can do about it. But there’s usually an explanation.
For example, if you’re doing B2B, weekends are going to have less traffic because your target audience isn’t searching as much off the clock. So let’s say your CPCs are higher on weekends, you can set a rule/script to lower your budget so you mitigate that inefficiency.
There’s strategy but you can only know so much about every little thing. Clients and managers with a brain shouldn’t expect you to know every detail off the top of your head. You should always be able to say “let me find that number”.
