Don't Drive Your Google Ad Cost Per Conversion Too Low

When you as the Google Ad Campaign Manager don't have a clear cost per conversion or cost per lead to aim for in the Google Ad Campaign, you're left with the task of trying to drive the cost per conversion down, down, down, as low as possible.

There are 2 problems with this strategy:

  1. Driving down the campaign's cost per conversion will eventually have an impact on total conversion volume. In other words, you'll get fewer conversions/leads in a given time period. Where do they go? To your competitors who are willing to pay more per lead. Which brings us to...

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