Google Ads Performance Review

Overview

As of the October 14, 2025 ad review call, Skullen's Google Ads campaigns are performing well overall but showing signs of stagnation. Click-through rates and CPCs are healthy, and the client's beds are reportedly full — a strong indicator that campaigns are generating demand. However, the team flagged a need to reassess strategy to avoid complacency on a long-running account.

Performance Summary

Overall status: Good, but feeling stagnant
Click-through rates: High
CPCs: Good relative to the service category
Total spend (30-day): ~$500
Cost per conversion (competitor campaign): Elevated (~$144 observed); target CPA had been set to $40 but actual CPA is running well above that
Optimization scores: Not flagged as a critical issue, but worth monitoring

Key Observations

Campaigns have been running largely unchanged for an extended period; optimization has been ongoing but incremental
The competitor campaign is showing a higher-than-expected cost per conversion relative to the target CPA
A dip in performance was noted across a recent 7-day window, though the cause was unclear (possibly seasonal or algorithmic)
Client is not complaining about spend levels; at $500/month, budget is not a constraint for a business of this size

Recommendations

Bid Adjustments

Consider modest bid reductions on campaigns where cost per conversion is running above target
The competitor campaign in particular warrants a closer look at bid strategy given the gap between target CPA ($40) and actual CPA

Landing Page Refresh

Landing pages have not been updated in some time; a refresh could help re-engage visitors and improve conversion rates
Review current pages for relevance, visual appeal, and call-to-action clarity

Strategic Review

Account manager (Melissa) noted the need to bring a forward-looking strategy to the client soon — not just reporting that things look good, but proposing what's next
Consider whether new campaign types, audience segments, or creative angles could unlock incremental growth
^[1] was introduced in this same review session and is being rolled out across applicable accounts — Skullen should be evaluated for eligibility

Action Items

[ ] Research optimization recommendations for Skullen and identify any low-hanging improvements
[ ] Review landing pages for freshness and conversion effectiveness
[ ] Consider minor bid adjustments on the competitor campaign to bring actual CPA closer to target
[ ] Evaluate Skullen for AI Max rollout once the team has completed initial research and implementation on pilot accounts (e.g., Axley Law Firm)
[ ] Prepare a forward-looking strategy summary for the client

^[2]
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