Paid search is still a numbers game, but the people elevating the game are making a more relevant connection upfront and converting customers with high-quality content after the click.
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"Not provided" keyword data makes data analysis difficult, but just wait until cookie tracking becomes virtually nonexistent and we are required instead to rely on Google, Microsoft and Apple's own tracking capabilities in order to access conversion data from multiple sources.
At the end of the day, your website could be one of the sleekest and best looking on its surface, but if it isn't structured properly behind the scenes and doesn't rank accordingly, what does it matter?
The key to future success lies in planning ahead for what appears to be Google's push to scale Enhanced Campaigns.
It's important to get the foundational elements in place that will help you rank better locally, and be ready to embrace some of the more challenging ongoing local SEO strategies.