If you’ve spent any time running Google Ads campaigns, you’ve probably heard a lot about Quality Score. It’s one of those metrics that can make advertisers obsess over a number, thinking that a high score automatically equals success. But here’s the reality: Quality Score is a helpful signal, not the ultimate measure of success. Your real goal is always profit.

A Working Planet client thought they had it figured out: a finely tuned predictive model delivering real-time performance insights. But after months of testing, we uncovered gaps in what looked, on paper, like a perfectly sound approach.

Spam is inevitable when you’re generating leads at scale. From junk submissions to disposable email addresses, it’s part of the digital marketing landscape—but that doesn’t mean you can’t take steps to improve quality. Over the past few months, we’ve implemented several tactics across Google and Meta Ads campaigns to cut through the noise and help our clients get higher-quality leads while maintaining strong efficiency.

We rolled out AI Max for Search across campaigns for clients in multiple verticals, including eCommerce, online education, and nonprofit. In most cases, it captured 5–10% of Search spend, produced ~30% stronger ROAS than non‑AI Max traffic, and uncovered incremental volume. However, it also proved to “cherry-pick” volume from existing keywords, which masked some inefficient spend, emphasizing the need for strong conversion signals and constant guardrails.