---
title: PaperTube Performance Analysis — Flat Conversions Despite Rising CPCs (2026-03-25)
type: article
created: '2026-03-25'
updated: '2026-03-25'
source_docs:
- raw/2026-03-25-weekly-call-w-gilbert-132751713.md
tags:
- papertube
- google-ads
- performance-analysis
- cpc
- conversions
- account-transition
layer: 2
client_source: Paper Tube Co
industry_context: ecommerce
transferable: false
---

# PaperTube Performance Analysis — Flat Conversions Despite Rising CPCs (2026-03-25)

## Overview

During the 2026-03-25 weekly call, Gilbert shared a trend analysis of PaperTube's Google Ads account covering January 2025 through March 2026. The account is not currently managed by Asymmetric — this analysis was prepared to support the case for taking over account management.

The core finding: **PaperTube is spending more per click while getting the same number of conversions**, a clear signal of deteriorating account efficiency under current management.

## Key Finding

| Metric | Trend |
|---|---|
| Conversions | Flat (no growth since Jan 2025) |
| CPC (Cost Per Click) | Rising |
| Impressions | Volatile (up and down) |
| Overall Efficiency | Declining — more spend for same output |

As Mark summarized on the call: *"We're spending more to get the same."*

## Strategic Context

Asymmetric is in the process of seeking approval to take over PaperTube's Google Ads management. This analysis was assembled to motivate the handoff conversation with Parag (PaperTube's contact), who was out of office during the week of this call and expected back the following week.

The deteriorating CPC-to-conversion ratio provides a concrete, data-backed argument that the current account management approach is not keeping pace with rising platform costs.

## Action Items

- [x] **Karly** — Send Gilbert's performance chart to Parag with a note to discuss on the next scheduled call
- [ ] **Karly** — Schedule a review call with Parag for the week of 2026-03-31 (when he returns)

## Related

- [[wiki/clients/current/papertube/_index]]
- [[wiki/meetings/2026-03-25-weekly-call-gilbert]]