---
title: Google Ads Logo & Goal Cleanup — Exterior Renovations
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-07-weekly-call-w-ben-100109763.md
tags:
- google-ads
- exterior-renovations
- logo
- conversion-goals
- target-cpa
- account-management
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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

1. In Google Ads, navigate to **Assets → Business Logos**
2. Check the **Status** column for flags (e.g., "Blurry," "Blank space")
3. Click **Policy Manager** on any flagged asset to see the specific violation with visual examples

### Fix

1. **Blurry logo:** Request a high-resolution PNG or SVG from the client (not a PDF). Upload the new file to replace the rejected asset.
2. **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

1. **Remove "Get Directions"** — not a meaningful action for a contractor with no walk-in location.
2. **Clarify "Contact"** — ask Anouk whether this is a separate form submission. If so, consolidate it with "Submit a form" to avoid double-counting.
3. **Clarify "Converted Lead"** — determine what triggers this goal. If it requires manual CRM input that isn't happening, it should be reconfigured or removed.
4. **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

- [[wiki/clients/exterior-renovations/_index]]
- [[wiki/knowledge/seo/exterior-renovations-seo-turnaround]]
- [[wiki/knowledge/local-seo/moz-local-gbp-setup]]