Not all paid search metrics are created equal. While clicks and impressions might look good on a dashboard, they don’t always drive business results. In this post, we break down the five KPIs that truly impact paid search performance — from ROAS to cost per qualified lead — and highlight the vanity metrics you can safely ignore.

Wondering whether to start with Performance Max or traditional Paid Search campaigns? In this post, we break down the key differences between the two — from targeting control to funnel fit — and help you choose the right strategy based on your goals, audience, and growth stage. Learn when to scale with automation and when to stay focused on high-intent search, plus how the best-performing brands are using both together to maximize ROI.