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How can you reduce your cost per acquisition (CPA) in Google Ads? If your search ads are running well, avoid touching that campaign. Instead, scale it.
Okay, I've been running a campaign with Max conversions and a target CPA set at £25 for the last three months. The actual cost per sale I was getting was £12. Okay, good. So I decided to lower the target CPA to £15 which halted the whole performance. Right. What could be the reason? Although I did keep a margin of £3 between the actual and newly set CPA.
Okay, so this is a classic example of what not to do and things are running well. If things are running well, you are getting great performance and results don't touch that campaign, just scale it. If you want to do any experiment, then either you set up an experiment or you create a new campaign and set that CPA to £15 or £18.
Because what you want to do is find that sweet spot of the lowest CPA and the Maximum conversion, Right? You don't want to keep on, because if you keep on low reducing the CPA, You are reducing the impressions, and you’re reducing your reach as well. So don't do that because even though you're bidding at £25 CPA and you're getting at half the price, reducing it to £15 has not messed up the algorithm and you either need to wait for a little while and then it starts to run again.
Or if I was you, what I would do is set up a new campaign, campaigns at different CPAs. I would even try £30 and see if you can scale it even more and keep the same CPA £22, £18, £15 and so on and see which one is getting the best results. But looking at what you are saying, you're getting the CPA at £12, which is really good. If you are bidding at £25. I would not touch it, I would just let it run.
