Managing Google Search Ads isn’t a one-time setup.
It’s an ongoing game of refinement.
When performance slips—or just feels off—you need a clear, step-by-step process to figure out what’s going wrong.
Here’s how we approach it.
1. Start with CPA (Cost Per Acquisition)
Is your CPA in the expected range?
Awesome. That means you’re in a good place to fine-tune: test new ad copy, adjust bids, optimize landing pages, or experiment with match types.
Is your CPA too high?
That’s your signal to dig deeper.
2. Check Your Conversion Rate
If your conversion rate is low, don’t touch anything else yet.
Fix the landing page.
Look at load speed, clarity of messaging, CTA placement, form length—anything that could be getting in the way of a conversion.
3. Conversion Rate Looks Fine, But CPA Is Still High?
Now it’s time to look at Cost Per Click.
If CPC is higher than expected, take a close look at your ads.
Are they clear and compelling?
Also, dig into your search terms. You might be triggering for irrelevant queries or paying for traffic you don’t want.
4. CPC Is Fine, But CPA’s Still Not Right?
Then the issue might be your keywords.
They could be too broad, not commercial enough, or overlapping in ways that hurt performance.
This is where detailed keyword sculpting and match-type control start to pay off.
Before You Say “This Is Too Basic”…
Most Google Ads mistakes happen when managers try to fix the symptom instead of the cause.
For example—say your CPC is too high, and you jump straight into changing the landing page.
But here’s the thing: the searcher never even saw your landing page when that CPC was calculated.
Google based that CPC on your ad copy and keyword relevance, not what’s on the page.
This is why following the right sequence matters.
You’ll waste less time guessing—and fix the actual problem.
Don’t Miss the April 9th Webinar — 9 AM CT
We’re doing a full walkthrough of real Google Ads accounts and showing this performance management framework in action.
Save your spot now and see how the pros troubleshoot.
Need help working through this in one of your accounts?
Meet with a Client Success Manager at InvisiblePPC
We’ll help you dig in, find the gaps, and build a plan to fix them—no fluff, just real strategy.
