– Pay attention to these warning signs before it’s too late When you first set-up your Google Adwords account, you diligently chose your search terms, wrote ad copy, determined maximum bids, and picked landing pages. You then “turned-on” your account, eagerly refreshed your Adwords campaign management tool and watched your clicks climb along with your marketing spend. Those initial days proved to be the most exciting since your new marketing strategy ultimately provided additional sales for your company. However, as time goes by, your competition will steadily erode your valuable stream of sales if you do not plan and execute a proper Paid Search strategy.