Knowledge base
Each campaign is judged on the best signal it has today: sign-ups first, then activations, then paid sales, moving up as soon as the next signal has enough data and is proven recorded.
A new ad account has no sales to judge yet, and a free trial takes weeks to become a sale. So Zinn® Ads judges each campaign on the best signal it has today, and moves it up a stage as soon as the next signal has enough data. You see each campaign's stage on the account's card under Signal ladder, in the daily e-mail, and through your AI assistant.
learns, the autopilot may block clearly wrong searches and fix ads and pages, but it does not move budget, pause the campaign, raise its budget or use broad match.
a qualified lead, a booked appointment. A campaign gets here after 20 sign-ups or 14 days, once its clicks are enough to expect at least 2 activations at your account's own rate. Here keywords, countries and devices whose sign-ups never activate can be paused, and budget can move slowly towards the cheapest activations — but never raised on cheap sign-ups alone.
here once real sales have had time to arrive (for a free trial 21 days: the trial plus a week for late payers; freemium 60; lead generation 30; an online shop or local service 7; B2B 90), with 20 activations behind it and enough clicks to expect 2 sales. With about 30 paid sales a month, bidding on their value is proposed.
Below the minimum, a campaign is "still learning" on that stage and nothing removes it; the card says how many more sign-ups, days or clicks the next stage needs.
Under What kind of business is this? choose free trial, freemium, lead generation, online shop, local service or B2B. It decides which of your Google Ads conversion actions is the sign-up, activation and paid signal, using the category each action has in Google Ads. If the default is wrong for you, put any conversion action on the stage it belongs to. An online shop has no activation stage, so its campaigns go from add-to-cart straight to purchases.
Before the ladder judges on a signal, it checks that the signal is really recorded: at least one of its conversion actions recorded a conversion in the last 120 days, and our daily tracking check does not say it stopped. If the activation signal records nothing while sign-ups keep coming (20 or more), that is an alert on the card and in the e-mail: either nobody activates, or the activation does not reach Google Ads — and the ladder will not judge your campaigns on it until it records.
The ladder is read by the account's daily check, never while you wait, with three report requests to Google a day per account, whatever the number of campaigns. It changes nothing in your account by itself.
Choose what the Zinn® Ads autopilot may change on zinnads.com walks through it with screenshots of the real screens. Every Zinn® Ads guide: zinnads.com/kb.
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