Setting up advertising on the Google ads network. https://urbanism.com.

The first few weeks were used to achieve the maximum possible CTR and collect conversion data using the "Maximum Clicks" strategy, then the "Maximum Conversions" strategy was applied. A new type of campaign, Performance max, was also involved, and currently Performance max is working successfully.
The case is detailed further at the following link:
https://docs.google.com/document/d/1GbUa_vliJfo1629gXiK27_5Y6LSoNR11tKnkYEP4XIE/edit?usp=sharing