Google Ads Logo & Goal Cleanup — Exterior Renovations
Overview
During an account review, two immediate Google Ads issues were identified for Exterior Renovations: rejected business logos and a poorly configured conversion goal setup. Both are straightforward fixes that will improve ad eligibility and ensure campaign performance data is meaningful. A high Target CPA ($67) is also inflating the average CPC to ~$9 and should be lowered.
Logo Rejections
Problem
Three logos were present in the Assets library. The correct logo was flagged blurry (low resolution); a second was flagged for excessive blank space. Neither met Google's business logo guidelines.
Root cause: The client-provided logo was a PDF — not a high-resolution image file. PDFs cannot yield a clean, high-res raster image suitable for Google Ads.
How to Diagnose
- In Google Ads, navigate to Assets → Business Logos
- Check the Status column for flags (e.g., "Blurry," "Blank space")
- Click Policy Manager on any flagged asset to see the specific violation with visual examples
Fix
- Blurry logo: Request a high-resolution PNG or SVG from the client (not a PDF). Upload the new file to replace the rejected asset.
- Blank space logo: The logo must fill the image frame. Crop or re-export the logo so it occupies the full canvas with minimal padding. Google's policy manager shows a clear before/after example of acceptable vs. unacceptable framing.
Action item: Email Melissa to obtain high-res Exterior Renovations logo files, then replace all flagged assets in Google Ads.
Conversion Goal Cleanup
Problem
The goal summary showed five tracked goals, several of which are ambiguous or actively harmful to campaign optimization:
| Goal | Status | Issue |
|---|---|---|
| Submit a form | Needs attention | Legitimate goal — investigate the "needs attention" flag |
| Phone calls | Active | Legitimate goal — keep |
| Contact | Active | Unclear — likely a duplicate form fill |
| Get directions | Active | Useless — this business has no customer-facing office |
| Converted lead | Active | Unclear definition — no CRM feedback loop confirmed |
Why This Matters
Google's Target CPA bidding divides total spend by the number of goal completions. If low-quality goals (like "Get Directions") inflate the conversion count, the reported cost-per-conversion looks artificially low and the AI bids incorrectly. Conversely, undefined goals make it impossible to trust performance data.
Fix
- Remove "Get Directions" — not a meaningful action for a contractor with no walk-in location.
- Clarify "Contact" — ask Anouk whether this is a separate form submission. If so, consolidate it with "Submit a form" to avoid double-counting.
- Clarify "Converted Lead" — determine what triggers this goal. If it requires manual CRM input that isn't happening, it should be reconfigured or removed.
- Resolve "Needs Attention" on Submit a Form — investigate why this is flagged and fix the underlying tracking issue.
Action item: Email Anouk to clarify the "Contact" and "Converted Lead" goals, confirm the form tracking issue, and get sign-off to remove "Get Directions."
Target CPA Reduction
Problem
The campaign is running a Target CPA of $67, which is driving the average CPC to $9. Google's AI is bidding aggressively to hit that acquisition cost target, spending the budget on fewer, more expensive clicks.
Context
A $67 CPA might seem reasonable for a siding contractor (a high-ticket service), but if the client's close rate is ~10%, the effective cost per closed job becomes ~$670 — likely too high to be profitable.
Fix
Lower the Target CPA incrementally. Avoid radical changes (e.g., dropping to $1) as this will confuse the bidding algorithm. A moderate reduction will bring CPC down and allow the budget to generate more clicks at a lower cost.
Action item: Lower the Target CPA in campaign bidding settings. Monitor CPC and conversion volume over the following 7–14 days before adjusting further.
Related
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