The paid test task is probably the biggest takeaway here. Spending $40 to avoid wasting $400 later is an easy decision when you think about it that way.
Love the honesty here. Too many people only share the finish line, but very few are willing to document the messy beginning. Looking forward to following your journey.
Your point about broad match keywords really hit home. I once paid for clicks from people looking for jobs instead of customers. Reviewing the search terms report completely changed how I build campaigns.
I've never flipped a website before, but this thread definitely makes the process seem more approachable. The improvements you made were practical rather than overly technical.