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yeah this took me embarrassingly long to learn. had a campaign where my ‘poor’ rated ad was beating the ‘excellent’ one by like 35% on cost per lead, but the account rep kept flagging it. eventually pinned position 1 with our main value prop, left the other slots open, leads improved, score dropped to Good, nobody cared. for B2B lead gen especially, i’d rather have someone read the same clear thing 5 times than see 5 different things that don’t quite land
