Crisis Protocol: Performance Collapse
When metrics crash unexpectedly, panic compounds the problem. This protocol provides a structured response: diagnose first, act decisively, communicate clearly. Stop the bleeding before investigating the wound.
Code Red: Performance Collapse
Code Red: Active Crisis
Performance has dropped significantly (typically >30% in key metrics) without obvious cause. The priority is stabilisation, not investigation.
Step 1: First Response (0-30 Minutes)
Rollback & Stabilise
- • Revert last 24h changes: Bid adjustments, budget changes, targeting modifications
- • Pause experimental assets: New ad copy, new audiences, test campaigns
- • Stop the bleeding: Shift budget to proven performers immediately
Step 2: Diagnose the Cause (30-60 Minutes)
Work through potential causes systematically:
Tracking Breaks
Did tracking break? GA4/Tag Manager changes? Site speed drop? Checkout errors? Test a conversion path manually.
Feed & Product Health
Check Merchant Center for mass disapprovals. Are key SKUs out of stock? Have prices changed dramatically?
Recent Change Log (Human Error)
Review last 48h history. Any aggressive bid, target, or budget changes? Revert immediately if found.
Auction & Market Shifts
Check Auction Insights for competitor spikes. Did CPCs explode while CVR held steady? This is market-driven, not your fault.
Artificial Constraints
Did you hit budget caps early? Are dayparting schedules blocking prime hours? Is there a shared budget issue?
Step 3: Defensive Posture
While diagnosing, protect core revenue:
Isolate Core Traffic
- • Shift budget to Brand & High-Intent Demand Capture
- • Protect the "sure things" that convert reliably
- • Pause prospecting and experimental campaigns temporarily
- • Reduce exposure to volatile segments until cause is found
Step 4: Recovery Protocol
Once the cause is identified and fixed, recover methodically:
- • Staged re-ramp: Increase spend gradually (10-20% per day), not all at once
- • One variable at a time: Change budget OR target, never both simultaneously
- • Monitor closely: Daily check-ins for at least 7 days post-crisis
- • Document learnings: What broke, why, and how to prevent recurrence
"Recovery is not 'returning to previous settings.' It is rebuilding momentum with more information than you had before."
Client Communication
Silence in a crisis destroys trust. Communicate proactively:
Within 1 Hour
"We have identified a performance drop and are investigating. We have moved to defensive positions while we diagnose. Will update within [timeframe]."
When Cause Found
"The issue was [specific cause]. We have [specific action taken]. Expected recovery timeline is [specific timeframe]. Here is our prevention plan."
Post-Recovery
"Performance has stabilised. Here is what happened, what we learned, and what we are doing to prevent recurrence."
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