Why search ads are different
Most advertising interrupts people. Search ads meet someone who is already looking. That single difference is why a modest budget can outperform much larger spend elsewhere.
The three things that decide success
Tight keyword targeting, ad copy that matches the search, and a landing page that continues the same promise. Break any one of these and the budget leaks.
Conversion tracking is non-negotiable. Without it you are optimising in the dark.