What did you guys change after your first failed Google Ads tests?

Hey guys,
After my first few tests on Google Ads, I’m starting to realize it’s not as straightforward as it looked.
For those who’ve been through this stage, what was the biggest change you made after your initial failed tests?
Was it niche, offer, landing page, or just how you structured the campaigns?
Trying to understand what actually makes the difference early on.

first thing i did was cutting all broad match keywords. they eat budget like crazy. switched to exact match and saw better results immediately.

My ads were fine but my landing page was trash. i changed the whole design and added a clear call to action. conversion went from 0 to 3%.

The biggest shift is usually focusing less on “testing everything” and more on tightening one variable at a time.

It was always the landing page and the cloaking for BH niches.