Search results

This is pretty normal now most platforms are mobile-heavy by default, especially Meta and Google Search for non-B2B intent traffic. Before changing anything, check device bid adjustments + placement breakdown; only tweak if mobile CPA is significantly worse than desktop.

Niche channels are normally successful in the long run since the people who visit these channels have already been pre-qualified. Big channels may be helpful in testing campaigns or scaling up campaigns but may offer low-intent traffic unless the messaging is well-aligned