Launch ACoS is an investment
Early on, a higher ACoS can be worth it: the sales velocity it buys lifts organic rank, which brings free traffic later. The mistake is running a high ACoS forever without a plan to bring it down.
Discover fast, then focus
Run automatic and broad campaigns to discover converting search terms quickly, harvest winners into exact-match manual campaigns, and block waste aggressively so the launch budget works hard.
Dial efficiency back up
As reviews and rank build, conversion improves and you can lower bids toward your normal target. AIAdKing manages that transition nightly — pushing volume early, then tightening ACoS as the data matures — with a logged reason for every change.