Recommendations

Learning phase for new campaigns

Google's algorithm needs 2-4 weeks and ~50 conversions to optimize bidding. CPAs may be 30-50% higher during this period — this is normal.

Baseline data collection

First month establishes benchmarks. Focus on gathering clean data rather than aggressive scaling. Expect gradual CPC decreases as Quality Scores improve.

Optimization & scaling phase

With enough conversion data, smart bidding kicks in. Expect 15-25% CPA improvement. This is when we start testing new ad copy and expanding keywords.

Sustained growth & refinement

Campaigns reach maturity. Focus shifts to incremental gains — landing page tests, audience layering, and budget reallocation to top performers.

Landing page speed: 4.2s load time

Pages loading above 3s lose 53% of mobile visitors. Your main landing page scores 38/100 on PageSpeed. This directly inflates CPC via low Quality Score.

Missing conversion tracking on 2 forms

Contact form on /services and quote form on /pricing aren't firing conversion events. You're making decisions on incomplete data.

Ad copy hasn't been refreshed in 90 days

Ad fatigue reduces CTR over time. Your top ads have lost 1.8% CTR since launch. Rotating fresh variations every 30-45 days maintains engagement.

Not leveraging audience signals

You have 12,000+ website visitors/month but no remarketing lists or customer match audiences set up. Retargeting typically delivers 2-3x higher conversion rates.