Module 4

Stop the waste: negatives, location, schedule

Accounts without negative keywords waste an estimated 20–40% of budget.

Still Session 2, still building — but this module is pure armor. At $10 a click, that 20–40% waste is rent money buying nothing. Three moves recover it: an account-level negative-keyword list (the bouncer that turns away “free,” “jobs,” and “how to” searches), the weekly Search Terms report that shows what people actually typed, and the two settings that quietly leak the most — the “Presence or interest” location default and an ad schedule that runs when nobody answers the phone. Fix these before launch and every dollar after works harder.