Tactic 1: Kill irrelevant search terms with negatives
The fastest CPA reduction in most accounts comes from adding negative keywords. Pull search terms with spend above your target CPA and zero conversions. These are pure waste. Add them as negatives at the campaign or ad group level, then watch your average CPA drop within two weeks.
Tactic 2: Pause campaigns below 30 conversions/month before using Smart Bidding
Target CPA and Target ROAS require enough conversion data to optimize. Below 30 conversions per month, Google's algorithm is essentially guessing. Switch these campaigns to manual CPC or Maximize Clicks while building up data volume.
Tactic 3: Improve landing page conversion rate
A 1% to 2% improvement in landing page conversion rate halves your effective CPA without touching bids or budget. Check: does the page load in under 3 seconds on mobile? Does the headline match the ad copy keyword? Is there a single, clear CTA above the fold?
- Match headline to the exact keyword or ad headline
- Remove navigation links that let visitors exit without converting
- Add social proof (logos, reviews, numbers) above the fold
- Test a longer vs shorter form — fewer fields almost always converts better
Tactic 4: Tighten match types and restructure ad groups
Broad match pulls in too many irrelevant queries for most accounts. Phrase and exact match give you more control. Restructuring to tighter match types combined with a solid negative list is the most reliable long-term CPA fix.
Tactic 5: Add audience bid adjustments
Layer Customer Match, remarketing, or in-market audiences onto your search campaigns and bid higher for audiences that historically convert better. Even a +20% bid adjustment on past converters can significantly lower blended CPA.
