During the January 2026 weekly sync, Asymmetric reviewed the active Google Ads campaigns for [1] and identified a clear performance disparity between two running campaigns. The decision was made to pause the underperforming retargeting display campaign and consolidate budget behind the Performance Max campaign, which was delivering strong results.
This case illustrates a straightforward [2] pattern: cut spend on zero-conversion campaigns and reinforce what's working.
| Campaign | Conversions | Impressions | Status |
|---|---|---|---|
| Performance Max | 54 | ~80,000 | Active (paused temporarily — payment issue) |
| Retargeting Display | 0 | — | Paused |
The retargeting display campaign was designed to re-engage visitors who left the Crazy Lenny's website without converting — serving display ads across Facebook, news sites, and other placements to draw them back. Despite this intent, it produced zero conversions, making it an inefficient use of budget relative to Performance Max.
Rationale for pausing:
- No conversion data to justify continued spend
- Performance Max already capturing strong conversion volume
- Seasonal slowdown (mid-January through February) makes lean budget allocation more important
- Budget freed up can be redirected to the higher-performing campaign once the payment issue is resolved
Karly paused the retargeting display campaign immediately during the meeting, noting it was already blocked by an expired payment card anyway.
At the time of the meeting, the Google Ads account payment card on file had expired, halting all campaigns. Steve (client) committed to funding the card within a few days, after which Karly will:
The Performance Max campaign was highlighted as performing well despite a lower-than-ideal click-through rate — an acknowledged characteristic of PMax campaigns. Key metrics at time of review:
CTR improvement is an ongoing optimization focus. See [3] for general strategies.
Crazy Lenny's is in a seasonal slow period (mid-January through mid-to-late February), which informed both the budget conversation and the decision to reduce meeting cadence to bi-weekly. The slower period is being used productively: website bike inventory updates are planned, and the SMS list-building campaign is being queued for early February to warm up the audience ahead of spring promotions.