I’ve been helping a friend with a small business in Denver, and we recently noticed that their Google Ads budget gets spent much faster than it did a few months ago. The number of clicks is growing, but actual customer inquiries haven’t increased at the same pace. We also discovered that some search terms triggering the ads seem completely unrelated to what the business offers. It feels like we’re paying for a lot of attention that doesn’t translate into real interest. What could cause this kind of change, and how would you figure out where the advertising budget is actually going?