TPE #136: shiny object syndrome in PPC: why chasing trends kills your results

Read time: 3 minutes

GM, Miles here with The PPC Edge.

Ever chased a new PPC tactic that “everyone” was raving about on LinkedIn… only to realize 3 weeks later it made 0 impact?

Yeah, me too.

We’re constantly bombarded with new overhyped tools, AI “hacks”, and other shiny objects that promise better results instantly.

I call these “shiny objects”: tactics that sound smart, but actually distract you from what really drives results.

So here’s the harsh truth:

Shiny object syndrome is killing your performance.

Why? Because it distracts you from what really matters:

You start chasing new trends instead of sharpening the actual drivers of results.

The problem is that it’s subtle — it feels productive. But it also pulls you away from the “boring” stuff that actually works.

So you end up tweaking the wrong things — while the foundation of your account becomes unstable.

If that sounds familiar, don’t beat yourself up… This industry moves fast, and it’s easy to get distracted.

It happens to me too…

But if you want consistent, scalable, and profitable campaign performance — you need to double down on the fundamentals.

I’ll explain how in today’s issue — let’s dive in!

Here’s what actually drives success.

Let me give it to you straight:

• Most accounts don’t need more tools.
• They need sharper execution of the fundamentals.

That’s where the real gains come from.

Here’s our proven Google Ads Success Formula we use every day to drive results:

The image might be a bit small, so Google Ads success =

• Irresistible offer +
• Conversion-optimized landing pages +
• Scalable unit economics +
• Aligned goals & KPIs +
• Crystal-clear conversion tracking +
• A solid campaign structure +
• Laser-sharp targeting +
• Compelling creatives +
• Efficient bid & budget management.

That’s it, really. Nothing fancy. Just the fundamentals done right.

These things aren’t sexy. And they don’t make for “viral” posts on LinkedIn.

But they work — and doing them properly compounds over time.

These are the timeless levers that scale accounts… So when performance drops, don’t start looking for new fancy-sounding strategies.

Instead, double down on building a solid foundation that allows you to scale more effectively.

Last year, we started teaching and emphasizing the importance of the fundamentals in The PPC Hub. Since then, many members have posted case studies of how they improved results simply by nailing the fundamentals.

Like Kudakwashe Chinhara, who 10xed conversion rate for a low-volume B2B client (among many other case studies he posted):

Or Ramial Aqeel who increased ROAS by 40%, simply by nailing the fundamentals:

And for Bob, focusing on the fundamentals led to one of his best case studies: +253% conversions & -60% CPA:

All of them did nothing fancy and ignored all shiny objects. They were able to scale because they built a solid foundation with the fundamentals.

Real talk.

Most accounts don’t fail because they’re missing the latest trend.

They fail because they never nailed the fundamentals. Really.

Your accounts go from unprofitable to scaling when you focus on the fundamentals.

But when you get distracted by shiny objects, you **lose.

So try this next week.

Audit your account(s) using our Google Ads Success Formula.

Ask yourself:

• Do we have an irresistible offer?
• Is our landing page optimized for conversions?
• Do we have scalable unit economics?
• Are my client/manager and I aligned on goals & KPIs?
• Does my conversion tracking setup allow me to measure as much as possible?
• Is my campaign structure built to scale?
• Are we targeting the right audiences/keywords?
• Are our creatives optimized to generate clicks & conversions?
• Are we efficiently managing our bids & budgets?

Spot the weakest link — fix that first.

Then, continue with the next logical step.

Fundamentals first, always — that is how you scale.

But the problem is that most people think these things are “boring”, and are therefore attracted by shiny objects that sound fun and exciting…

But that’s the fastest way to failing.

My final word on this: tactics come and go, but fundamentals compound. So stay focused, execute ruthlessly, and ignore the “shiny” stuff… That’s how you get consistent results.

PS: want more clarity on what really works in 2025?

Join The PPC Hub to master the fundamentals and sharpen your edge.

Inside, you’ll get access to the proven frameworks that almost guarantee results, no matter how fast the PPC industry changes. Level up your skills and join our global community of 2.000+ world-class Google Ads Specialists who all learn and grow together.

Our 100+ 5-star reviews prove this will be the best investment you’ve done in your entire PPC career.

Whatever you do: fundamentals first, always.

That’s all for today — thanks for reading.

Catch you next week!

Cheers,

Miles (& Bob)