Stop Guessing! When to Use Target CPA in Google Ads (and When to Back Off)

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Susan Yen

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So your Google Ads campaign is flopping. Clicks are coming in, but conversions? Crickets. You’re staring at the screen, thinking, “Maybe I should just switch to Target CPA and let Google do the heavy lifting.” Slow down there, tiger. Before you flip the bidding switch, let’s get real about when Target CPA actually works—and when it’s just going to frustrate you more.

A Little Client Story…

We had a client, let’s call her Sarah. Her search campaigns were sputtering—clicks were expensive, conversions were low, and she was ready to go full autopilot with Target CPA. We did a quick check: her campaigns had maybe 5 conversions last month. Not even close to enough for Google to actually learn anything. We explained: setting a Target CPA now is like trying to teach a cat to fetch—it ain’t happening.

After switching her to Maximize Conversions, letting the campaigns gather solid conversion data, and ensuring her tracking was tight, we eventually moved to Target CPA. The result? The campaigns finally started hitting their CPA goals—without us screaming at the screen every morning.

Here’s the Real Tea on Target CPA

  1. You need data, darling.
    Google’s algorithm isn’t psychic. It needs 15–30 conversions in the past 30 days to understand who’s likely to convert. If you’re under that, you’re basically asking it to guess. And guess what? It will. Poorly.
  2. Conversion tracking is not optional.
    If Google doesn’t know what a conversion looks like, your Target CPA is just a fancy way to burn your budget faster. Make sure your conversions are tracked accurately, or you’re just throwing money into the void.
  3. Budget matters.
    If your daily budget is tiny, Target CPA will struggle to hit your goals. Think of it like asking a toddler to run a marathon—they’ll try, but it’s going to be messy. In these cases, shut Target CPA off and use Maximize Conversions or Enhanced CPC until your budget can actually support learning.
  4. Don’t be impulsive.
    Switching bidding strategies should be strategic, not reactionary. Changing to Target CPA mid-struggle without a plan is like rearranging deck chairs on the Titanic—it might feel productive, but it won’t save the ship.

Bottom Line

Target CPA is powerful—but only when your campaign is ready. Give it data, give it budget, and make sure you’re tracking the right conversions. Otherwise, you’re just playing roulette with your ad dollars.

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About the author

Hey there! I’m Susan, your go-to PPC strategist with over 7 years of experience turning clicks into conversions. I’ve worked both in-house and at agencies, managing campaigns that help businesses thrive in the ever-evolving digital landscape. But let’s be real—I’m not just here to talk about numbers and analytics. I’m all about making marketing fun, honest, and (most importantly) effective. Whether I’m testing new strategies or finding new ways to connect with an audience, I’m driven by growth, results, and a little bit of sass. I believe in pushing boundaries, being real about what works (and what doesn’t), and always meeting my audience where they’re at. No fluff, just results. If you want to talk strategy, dive into the world of PPC, or just have a casual chat about the latest trends, I’m here for it. Let’s keep things real, learn together, and make some magic happen.