When Performance Spikes but the “Why” Is a Mystery

We recently worked with a brand that faced a challenge many PPC teams will recognise.

Month-over-month, Generic Search performance had jumped significantly. On the surface, that looked like a win but the team couldn’t answer some crucial questions:

• Did new activity drive the increase?

• Was it something in their control that they could replicate?

• Could they use the uplift to ask for more budget in future months?

• Should the increase be factored into their 2026 forecasts?

  
  

Without clear answers, the win felt more like a question mark.

The Problem: No Visibility Behind the Numbers

The brand’s team had the same reporting that most in-house paid search teams rely on. It showed what happened but not why.

Without our unique reporting, they couldn’t tell whether the increase came from:

• An internal optimisation worth scaling up, or

• An external market event that might fade as quickly as it appeared.

That uncertainty meant they couldn’t make confident budget or forecasting decisions.

What We Found

By applying Fifth Phase Insights’ industry-backed reporting, we were able to uncover the real story:

• The increase in search volume was driven by an external event affecting the entire industry not by any new internal activity.

• At the same time, their bid strategy was pushing CPCs higher to chase the surge in volume.

Armed with this insight, the brand was able to:

• Avoid misattributing the spike to internal efforts.

• Adjust bidding to protect efficiency and budget.

• Make realistic, evidence-based decisions for future planning and forecasting.

The Takeaway

Performance spikes can be exciting, but without context, they can lead to false assumptions and wasted spend.

Transparent, industry-aware reporting gives teams the ability to:

• Understand why results change.

• Distinguish between sustainable wins and temporary fluctuations.

• Make data-driven choices that improve ROI and protect budgets.

👉 Want to know the “why” behind your performance swings? See how Fifth Phase Insights can help

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