Remove the dead ends.
Review irrelevant search terms and prepare negative keywords, with the context to distinguish waste from a search that still deserves time.
Paid media optimization
Cut the waste.
Develop what works.
Improve each account with the whole strategy in view.
Twine brings performance, budget planning, and proposed changes across Google, LinkedIn, and Reddit into one workspace. Prioritize the work that supports your shared business goal, from the next keyword to the next campaign experiment.
Decisions
Decisions
← Back to decisions
Google Ads
Add keyword · High-intent search
Draft
Low risk
1 reviewer
Rationale
The search is relevant to the offer and has recorded conversions. Add an exact-match keyword to manage it directly.
Evidence
7 platform conversions
90-day lookback
What changes
| Field | Current | Proposed |
|---|---|---|
| Keyword | Not added | [b2b attribution software] |
Risk & reversibility
A bounded Google Ads account change. Check current provider state before restoring an earlier value.
Make every improvement
serve the same goal.
Use Google to capture active demand, LinkedIn to reach target accounts, and Reddit to test new audiences. Give each a role, review pacing and available CRM outcomes together, and decide which improvements deserve attention across the program.
Build on converting searches.
Turn relevant, converting queries into exact-match keyword proposals. Give promising demand a deliberate place in the account.
Improve the message.
Investigate weak responsive search ads with headline, description, landing-page, and keyword context to guide the proposed work.
These examples show Google Ads capabilities. Available actions vary by connected platform. Explore the connected strategy ↗
Make the next move
with the bigger picture.
Bring the shared budget, channel roles, and business outcomes into each optimization decision. Keep account-level improvements connected to the wider plan.
Strategy
Strategy
Portfolio
Planning
Experiments
Planning period
Period
September 2026⌄
Model version
Version 1
Scenario comparison
| Downside | Base | Upside | |
|---|---|---|---|
| Spend | $40,000 | $40,000 | $40,000 |
| Qualified leads | 90 | 135 | 180 |
| Opportunities | 18 | 27 | 36 |
| Pipeline | $108,000 | $162,000 | $216,000 |
Planning posture
Downside
● Base
Upside
Next review date
September 24, 2026
Strategy
Strategy
Portfolio
Planning
Experiments
Test identity
Name
Role-specific offer
Hypothesis
A role-specific offer improves qualified lead rate.
Platform
Google Ads⌄
Entity type
Campaign⌄
Control and variant
Control
Current offer
Variant
Role-specific offer
Measurement and spend
Primary metric
Qualified lead rate
Minimum sample
100
Strategy
Strategy
Portfolio
Planning
Experiments
Frozen experiment result
Role-specific offer
Measurement period: Sep 1–14, 2026
| Metric | Control | Variant |
|---|---|---|
| Leads reviewed | 120 | 120 |
| Qualified leads | 24 | 30 |
| Qualified lead rate | 20% | 25% |
Automated evaluation
InconclusiveThe observed difference needs more evidence before selecting a winner.
Evidence posture
DirectionalKeep collecting observations against the original test definition.
Operator decision
Continue collecting evidence against the original test definition.
Product illustrations use example data.
Improve the accounts.
Advance the shared plan.
-
01
Review the program
Start with the shared goal, channel roles, and pacing. Find the account work that deserves attention.
-
02
Prepare the improvement
Connect the proposed keyword, ad, targeting, or budget change to the job that campaign is meant to do.
-
03
Coordinate the work
Review the evidence and wider plan, then apply supported changes under your account’s controls.
-
04
Bring the learning back
Review campaign results and available CRM outcomes together. Use the findings to shape the next plan.
Find the next opportunity
across your ad accounts.
Review wasted spend, campaign opportunities, and measurement gaps across your channels. See how the next improvements fit into one strategy.