Ad budgets can be hard, we've all felt it So here is our advice on how to understand and optimise your ad budgets: The Plateau Reality: Most accounts reach a performance plateau around 6 months This is normal and expected due to market dynamics Represents the maximum return from current budget level Often mistaken for poor performance or lack of optimisation Key Factors Creating the Plateau: Online auction dynamics Market competition Cost per click limitations Geographic targeting restrictions Available search volume Four Strategic Options When You Hit the Plateau: Increase Budget: Most straightforward solution Maintain same ROI at higher volume Requires available capital Must ensure margins support increased spend Refine & Focus: Tighten geographic targeting Focus on best-performing products/services Concentrate budget on highest-converting campaigns Optimise for specific high-value segments Maintain & Diversify: Accept current paid media performance Invest in other marketing channels: Email marketing Social media Content marketing SEO Pursue Marginal Gains: Make incremental optimisations Stay current with platform changes Analyse new search terms Test new features and capabilities The Four Pillars of Digital Traffic: Paid (Advertising) Owned (Direct/Return visitors) Earned (SEO/Organic) Nurtured (Email/Social) Remember: The key is recognising when you've hit your plateau and then making strategic decisions about which path forward best suits your business goals and resources. ***  Grow with Evergreen podcast:  👉 ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://shorturl.at/X1WJ4⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  T.E.A Talks:  👉 ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://shorturl.at/oxIXm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  Evergreen Uncut:  👉 ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://shorturl.at/oxIXm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  **  You can discover more about Evergreen here:  ✅ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://theevergreenagency.co.uk/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  ✅ LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/company/theevergreenagency/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  ✅ YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/@theevergreenagency/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  ✅ Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/theevergreenagency/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠  ✅ TikTok: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.tiktok.com/@theevergreenagency/⁠⁠⁠⁠⁠⁠