Module 7

Keep it running, scale it, or hand it off

A well-built account mostly needs you to not break it.

The close of Session 3, and of the course. A good account doesn’t need your evenings — it needs a monthly pass with numeric scale rules and kill rules so decisions never run on vibes. It needs you to sort Google’s constant nagging — Performance Max, broad match, optimization score, the fear-based click-fraud pitch — into real advice versus spend-accelerating upsell. And if you ever hand the account off, it needs you educated enough to be a good client instead of a mark: the pricing models, the built-in %-of-spend conflict, and the sniff tests. Then you’ll see the whole system as one machine and read your day-one plan against 60 days of reality.