Branded vs. non-brand split, in-state vs. out-of-state split, negative-keyword management, ad copy testing, channel expansion, and conversion tracking hygiene.

Separate budgets for Search vs. PMax, product-feed hygiene, query mapping and brand protection, plus a dedicated new customer acquisition push.

Restructure ad groups by intent, negative-keyword pass, ad copy refresh, lead-quality filters, conversion tracking fix, and landing-page alignment.

Grant-compliant build, search-terms hygiene, ad relevance and landing alignment, plus ongoing query pruning to stretch free media.