The maths
Cut 10% of wasted spend, lift conversion rate 10% with a page fix, raise AOV 10% with a bundle, and improve CTR 10% with better titles. None is dramatic. Together they change the business.
Why people skip it
Because each one individually looks too small to matter, and none of them make a good slide.
What actually happens
Accounts that do the boring things consistently outperform accounts that restructure twice a year, over almost every period we have looked at.