PPC used to feel like throwing money at a wall, now I get it

I used to run small local ad campaigns for a shop in Columbus and every time I checked the numbers I just saw clicks burning budget with maybe one sale a week. Called it legal gambling. Then around 2023 I started messing with negative keywords and actually mapping ads to specific landing pages instead of just the homepage. First month the cost per lead dropped from $38 to about $11 and I felt dumb for resisting it so long. What made it click for you all, was it a tool or just a bad enough loss that forced you to learn?

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