- Conversions match the store within a reasonable margin.
- Brand and non-brand are separate and reported separately.
- Break-even is known and performance is judged against it.
- Search terms are read weekly, visible as negatives in the change history.
- Merchant Center is clean — no standing disapprovals.
- Budget follows profit, via segmentation rather than even distribution.
- Profitable campaigns are budget-capped, and someone is acting on that.
- Changes are deliberate and spaced, not reactive and clustered.
An account with all eight will usually produce good numbers. An account with a good number and none of the eight is lucky, and temporarily.