---
title: Google Ads Performance Review
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-14-ad-review-call-93946135.md
tags:
- google-ads
- ppc
- landing-pages
- bid-optimization
- skullen
layer: 2
client_source: Skaalen Retirement Services
industry_context: senior-living
transferable: false
---

# 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
- [[concepts/google-ads-ai-max|Google Ads AI Max]] 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

## Related

- [[clients/current/skaalen/_index|Skullen Client Overview]]
- [[concepts/google-ads-ai-max|Google Ads AI Max]]
- [[meetings/2025-10-14-ad-review-call|Ad Review Call — Google Ads & Amazon Performance (2025-10-14)]]