March 7, 2023 | Categorised in:


If you’re new to online advertising or looking to improve your campaigns, you’re in the right place. Google Ads is a powerful tool for reaching your target audience and driving conversions, but it’s not always easy to get the results you want. One of the biggest challenges that advertisers face is lowering the cost per acquisition (CPA) to better scale their campaigns. In this article, we’ll explore some of the best practices and strategies for reducing your CPA on Google Ads and getting more bang for your buck. So, sit back, grab a cup of coffee, and let’s dive in!

Understanding CPA

CPA, or cost per acquisition, is a metric that measures the average cost of acquiring a single conversion or action, such as a purchase or lead, through your Google Ads campaigns. It’s a crucial metric for determining the effectiveness of your campaigns and identifying areas for improvement. By tracking your CPA, you can determine which keywords, ads, and targeting strategies are working and which ones need to be optimised. Ultimately, lowering your CPA can help you scale your campaigns and drive more conversions at a lower cost.

Best Strategies to Lower CPA


Targeting the right audience is essential for reducing your CPA and improving the performance of your Google Ads campaigns. Here are some targeting strategies you can use:

  • Audience Targeting: Use Google Ads’ audience targeting features to target specific groups of people, such as those who have visited your website before, those who have interacted with your ads, or those who are similar to your current customers.
  • Demographic Targeting: Use demographic targeting to reach specific age groups, genders, or income levels. This can help you tailor your ads to the needs and interests of your target audience.
  • Location Targeting: Target specific locations, such as countries, cities, or even zip codes, to ensure your ads are only shown to people in your target market.

Ad Copy

Writing engaging and effective ad copy is crucial for driving conversions through Google Ads and lowering your CPA. By creating ad content that resonates with your audience and encourages them to take action, you can improve the performance of your campaigns and achieve better results. Here are some tips for optimising your ad copy:

  • Use Relevant Keywords: Include relevant keywords in your ad copy to ensure your ads show up for relevant search queries.
  • Speak to Your Target Audience: Tailor your ad copy to the needs and interests of your target audience. Use language that resonates with them and addresses their pain points.
  • Highlight Your Unique Selling Proposition: Make sure your ad copy clearly communicates your unique selling proposition and what sets you apart from your competitors.
  • Use Clear Calls-to-Action: Include clear calls-to-action in your ad copy to encourage people to take action, such as “Buy Now” or “Sign Up Today”.

Bidding Strategies 

Bidding strategies are a critical component of your Google Ads campaigns and can significantly impact your CPA and overall performance. By selecting the right bidding strategy, you can optimise your budget and achieve better results. Here are some bidding strategies you can use to optimise your campaigns:

  • Target CPA Bidding: Use Target CPA bidding to set a target cost per acquisition and let Google Ads automatically adjust your bids to help you achieve that goal.
  • Maximise Conversions Bidding: Use Maximise Conversions bidding to automatically set bids to get the most conversions possible within your budget.
  • Enhanced CPC Bidding: Use Enhanced CPC bidding to automatically adjust your bids based on the likelihood of a conversion.
  • Manual CPC Bidding: Use Manual CPC bidding to set your own bids for clicks, conversions, or impressions.

Landing Page Optimisation

By optimising your landing pages with clear calls-to-action, user-friendly designs, and relevant content, you can drive more conversions and reduce your CPA.  Here are some tips for optimising your landing pages:

  • Make Sure Your Landing Pages are Relevant: Ensure that your landing pages are relevant to the ad that led the visitor to the page. This means using the same language and imagery as the ad and making sure the content is consistent.
  • Have a Clear Call-to-Action: Your landing page should have a clear and prominent call-to-action that tells visitors what action you want them to take, such as “Buy Now” or “Sign Up Today”.
  • Keep Your Landing Pages Simple: Keep your landing pages simple and focused, with a clear hierarchy of information that guides the visitor towards the call-to-action.
  • Make Your Landing Pages Mobile-Friendly: With a growing number of users accessing the internet through mobile devices, it’s essential to ensure that your landing pages are optimised for mobile devices as well as desktops.

Tracking and analysing results

Tracking and analysing your Google Ads results is essential for reducing your CPA and improving the effectiveness of your campaigns. Here are some tips for tracking and analysing your results:

  • Set Up Conversion Tracking: Set up conversion tracking in Google Ads to track the actions that visitors take on your website, such as purchases, form submissions, or phone calls.
  • Use Google Analytics: Use Google Analytics to track website traffic, user behaviour, and other key metrics that can help you optimise your campaigns.
  • Analyse Your Data: Analyse your data regularly to identify trends, patterns, and opportunities for improvement. Look for areas where you can reduce costs or improve conversion rates, and make changes accordingly.
  • A/B Testing: Use A/B testing to test different elements of your campaigns, such as ad copy, landing pages, or bidding strategies. This can help you identify which elements are most effective and make changes accordingly.


In conclusion, lowering your CPA is essential for improving the effectiveness and scalability of your Google Ads campaigns. Remember to continually test and refine your campaigns based on your data and always keep your target audience in mind. With these strategies and best practices, you can achieve better results and get more value from your Google Ads campaigns. Contact us if you would like experts to help with your Google Ads strategy!