Five ways to reduce CPA without cutting your budget
Actionable levers to improve performance across Google Ads and Microsoft Ads, ordered by how quickly they pay back.
Start with what you are already paying for
Most accounts have a double-digit percentage of spend going to queries that were never going to convert. Before adding budget or rebuilding structure, read a full search-terms report for the last ninety days.
The five levers
Query hygiene: Negative lists built from the search terms report, reviewed weekly not quarterly.
Landing page match: Send the click to the page that answers it, not to the category above it.
Conversion quality signals: Feed offline conversion data back so bidding optimises for revenue rather than form fills.
Creative testing: Fewer, better ads with a genuine differentiator beat twenty variants of the same claim.
Budget concentration: Consolidate spend into the campaigns with proven contribution instead of spreading it thin.
Marcus Hale
Paid Media Director
Marcus manages paid search and social against contribution margin, not click volume.
Expertise
- PPC
- Paid Social
- Measurement
- Attribution
