Adwords optimization sounds simple enough on paper. Find better keywords, change up your bids, test a few new ads, keep things moving. But this simple flow is theoretical, in real life, accounts usually do not behave that neatly. As budgets grow, problems that used to seem small stop being small anymore.  Search intent gets broader than it should, landing pages stop matching the promise of the ad, and automated bidding starts optimizing around signals that are not very useful. On