---
title: Scullin Bid Strategy Optimization — Target CPA
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-07-ad-review-call-92342075.md
tags:
- google-ads
- bid-strategy
- target-cpa
- scullin
- competitor-search
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Scullin Bid Strategy Optimization — Target CPA

## Overview

During the October 2026 ad review call, the team identified that Scullin's competitor search campaign was running on a **Maximize Conversions** bid strategy and generating a cost per click of **$120** — significantly higher than acceptable. The retirement campaign was also flagged, with a cost per conversion of **$63**. The recommendation was to shift both campaigns to **Target CPA**, starting at **$40**, and reduce from there as the algorithm learns.

The branded campaign was already running Target CPA and performing well, making it the natural model for the other campaigns.

## Context

Scullin operates in a high-value service category (retirement/financial services) where a single sign-up can be worth tens of thousands of dollars. This means some elevated CPA is tolerable — but the competitor search campaign in particular has structurally high CPCs because users searching for a competitor often click the ad and immediately bounce when they realize it's not what they wanted.

> "They click on it and then realize it's not what they were looking for." — Mark Hope

This dynamic makes Maximize Conversions a poor fit for competitor search: the algorithm bids aggressively for clicks that frequently don't convert, inflating CPC without proportional conversion value.

## Decision

| Campaign | Previous Strategy | New Strategy | Target CPA |
|---|---|---|---|
| Competitor Search | Maximize Conversions | Target CPA | $40 (starting point) |
| Retirement | Maximize Conversions | Target CPA | $40 (starting point) |
| Branded | Target CPA | Target CPA (no change) | Existing |

The $40 target was chosen as a conservative starting point with the intent to lower it incrementally once the campaign has enough conversion data to optimize against.

## Rationale

- **Branded campaign** was already on Target CPA and performing well — consistency across campaigns is desirable.
- **Competitor search** inherently attracts low-intent clicks; capping CPA prevents the algorithm from overspending on poor-fit traffic.
- **$40 starting CPA** gives the algorithm enough room to gather data before tightening the constraint.

## Action Items

- [ ] **Gilbert** — Change bid strategy for Scullin competitor search and retirement campaigns from Maximize Conversions to Target CPA at $40 (assigned during meeting, to be completed same day).
- [ ] Monitor conversion volume and CPA over the following 2–4 weeks before adjusting the target downward.

## Related

- [[clients/scullin/_index]]
- [[knowledge/google-ads/competitor-search-campaigns]]
- [[knowledge/google-ads/target-cpa-vs-maximize-conversions]]