What are some Smart Campaign optimizations?

I am running a smart campaign (not shopping) for a client. It has had a better return on getting leads than the traditional text ads.

I added a specific service and the impressions increased month over month on that phrase. But two others I tested did not.

Added products but not sure that actually had any impact.

There's not a lot of information outside the standard setup.

Curious, if you've run smart campaigns, what optimizations have you done that yielded success?

Cheers!
Barb

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