Our strongest move was recognizing early that broad keywords were generating noise rather than results, and having the discipline to narrow our targeting in Round 2 even when it meant fewer impressions. That decision paid off immediately — CTR jumped 19.7% in a single round, proving that intent matters more than volume. In Round 3, we layered in location-based terms and site links to recover reach without sacrificing quality, which brought our cost-per-click down to a campaign-low $0.44 — our most efficient spend of the entire campaign. Throughout all three rounds we stayed close to budget while consistently improving ad relevance, and our best-performing ad copy struck the right balance between specificity and appeal by highlighting CAS's breadth of majors directly in the headline. The steady upward click trend across rounds shows that our iterative approach to optimization worked.