Google Ads Performance Review — Quarra Stone (2026-03-11)

Overview

Status update on the Quarra Stone Google Ads account, discussed during the ^[1]. The account had recently been restructured to address a fundamental bidding strategy mismatch and is in an early learning phase.

Account Status

Background: Prior Issue

The account had been configured to optimize for conversions before any conversion data existed. With no historical conversions to learn from, Google's algorithm had no signal and effectively stopped serving ads. The fix was to switch to Maximize Clicks to generate traffic and accumulate conversion data before re-enabling conversion-based bidding.

"We had no conversions, but our bidding strategy was to optimize for conversions. So Google didn't know what to do — it said, well, there haven't been any conversions, so it just didn't do anything." — Mark Hope

This is the same root issue identified in the ^[2] account setup.

Current Situation

• Impressions have stabilized following the strategy change, but no conversions have been recorded yet.
• The account is expected to require one to two weeks before conversions begin to accumulate.
• Once sufficient conversion data exists, the bidding strategy should be revisited — likely switching to Maximize Conversions (as was done for ^[3] in the same session).

Factors Affecting Performance

• Seasonality: Assessed as low impact. Quarra Stone's projects are large-scale and year-round in nature.
• Government spending: Flagged as a potential external headwind. Some Quarra Stone projects may be tied to government agencies or contracts, making them sensitive to federal budget freezes or policy uncertainty.

Next Steps

• [ ] Monitor account over the next 1–2 weeks for first conversions
• [ ] Once conversion volume is sufficient, evaluate switching bidding strategy to Maximize Conversions
• [ ] Review landing page quality scores — sending traffic to homepage or generic subpages may be limiting Quality Score and conversion rate

Related

• ^[4]
• ^[5]
• ^[6]