A high ACOS is not automatically a reason to cut every bid. The important questions are which campaigns can grow profitably, which search terms only create cost, and whether the listing converts the demand it receives.
Start with search terms, not only campaigns
Export a meaningful time window and classify search terms by spend, orders, revenue, clicks and conversion. Terms with weak intent should not be treated the same as terms with strong visibility but a listing conversion problem.
Document negative keywords with a reason and date. This keeps the decision reversible and makes it clear when the term should be reviewed again.
Allocate budget by role and objective
Separate campaigns by role: discovery, profitable scaling, brand protection and product targeting. One target for every campaign often causes tests to stop too early or profitable campaigns to be throttled unnecessarily.
Do not judge a change from a single day. Seasonality, stock, price, coupons and Buy Box status can materially affect performance.
Review listing and ads together
When clicks arrive but orders do not, the next action is not always a bid change. Title, images, price, reviews, variations and availability affect conversion. An ads audit should therefore produce clear next actions for both campaigns and the listing.
Note: This article is operational guidance and does not replace legal, tax or product advice.