The useful bits
- Map demand creation and demand capture before reallocating the next increment of budget.
- Review lost impression share, eligible query volume and qualified-lead rate together.
What the source covers
Pauline Jakober’s guide examines why additional PPC spend can fail to produce additional leads. Use it to distinguish between limited budget, limited demand, weak query relevance, and poor conversion quality. The examples are practitioner guidance rather than controlled experiments; they are prompts to diagnose the constraint, not blanket instructions to stop generic search.
Diagnose the constraint before adding budget
Review lost impression share, eligible query volume and qualified-lead rate together. If coverage is already high but sales acceptance is falling, more spend may amplify weak traffic. Write down the constraint you expect the next budget increase to remove, then judge the result using accepted leads and acquisition cost rather than form submissions alone.
Reading scope
Read the original source for its full examples and method. The practical check below is PMC editorial guidance.
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