What I used
32 campaigns, last 30 days, from your paste. Goal: "demo signups at or under $150 each". Tracking: Google tag conversion tracking, Primary action Demo signup. Conversion value is 0 everywhere, so ROAS and Target ROAS are out of scope. Review rule: the default, labeled: Google recommends measuring Target CPA performance over "the last 30 days, including at least 30 conversions".
Per campaign table
CPA = cost / conversions, by script, blank at 0 conversions. Compared with your $150 goal.
| id | campaign | current strategy | conversions | cost $ | CPA $ | vs goal | evaluation flag | action |
|---|---|---|---|---|---|---|---|---|
| K1 | Brand - US | Manual CPC | 412 | 1880 | 4.56 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K2 | Brand - CA | Manual CPC | 58 | 310 | 5.34 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K3 | Generic - Payroll | Maximize clicks | 36 | 5400 | 150.00 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K4 | Generic - HR software | Maximize conversions | 71 | 7900 | 111.27 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K5 | Generic - Onboarding | Manual CPC | 9 | 1650 | 183.33 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K6 | Competitor - A | Manual CPC | 4 | 1200 | 300.00 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K7 | Competitor - B | Maximize clicks | 2 | 980 | 490.00 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K8 | Retarget - Demo | Target CPA | 44 | 2100 | 47.73 | at or under goal | 30+ conversions | Keep |
| K9 | PMax - Trials | Maximize conversions | 95 | 9800 | 103.16 | at or under goal | 30+ conversions | Ask |
| K10 | Generic - Benefits | Manual CPC | 14 | 2300 | 164.29 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K11 | Generic - Timesheets | Maximize clicks | 27 | 2600 | 96.30 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K12 | Generic - PTO tracking | Manual CPC | 6 | 700 | 116.67 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K13 | Display - Prospect | Maximize clicks | 3 | 1500 | 500.00 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K14 | YouTube - Explainer | Target CPA | 1 | 1100 | 1100.00 | over goal | too few to judge a target over 30 days | Keep |
| K15 | Generic - Compliance | Manual CPC | 31 | 3900 | 125.81 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K16 | Generic - Small business payroll | Target CPA | 22 | 3300 | 150.00 | at or under goal | too few to judge a target over 30 days | Keep |
| K17 | Generic - Contractor pay | Manual CPC | 0 | 450 | no conversions | too few to judge a target over 30 days | Ask | |
| K18 | Local - Austin | Manual CPC | 12 | 800 | 66.67 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K19 | Local - Denver | Manual CPC | 8 | 760 | 95.00 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K20 | Local - Miami | Maximize clicks | 5 | 690 | 138.00 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K21 | Generic - Employee app | Maximize conversions | 18 | 2500 | 138.89 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K22 | Generic - Performance reviews | Manual CPC | 11 | 1400 | 127.27 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K23 | Generic - Hiring | Maximize clicks | 40 | 4100 | 102.50 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K24 | Generic - Expense | Manual CPC | 3 | 520 | 173.33 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K25 | Partner - Accountants | Manual CPC | 29 | 1900 | 65.52 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K26 | Generic - Time off | Target CPA | 7 | 900 | 128.57 | at or under goal | too few to judge a target over 30 days | Keep |
| K27 | Generic - Scheduling | Manual CPC | 33 | 2800 | 84.85 | at or under goal | 30+ conversions | Switch to Target CPA (HELD) |
| K28 | Generic - Org chart | Maximize clicks | 1 | 300 | 300.00 | over goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K29 | Generic - Global payroll | Maximize conversions | 52 | 8800 | 169.23 | over goal | 30+ conversions | Switch to Target CPA (HELD) |
| K30 | Generic - Payroll alternative | Manual CPC | 19 | 2700 | 142.11 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
| K31 | Generic - Benefits admin | Target CPA | 30 | 4200 | 140.00 | at or under goal | 30+ conversions | Keep |
| K32 | Brand - UK | Manual CPC | 23 | 640 | 27.83 | at or under goal | too few to judge a target over 30 days | Switch to Target CPA (HELD) |
Recommendations
Your goal is a cost per conversion, so the fitting family is Target CPA. Google says "Maximize Clicks isn't a good choice for you if your advertising goals include maintaining a specific Ad Rank or cost per conversion", and points Maximize conversions users with a specific return goal to Target CPA. - Keep: campaigns already on Target CPA. Those flagged too few still run; the flag means their 30 day CPA is too thin to judge the target, not that they are ineligible. Google says "Advertisers can start using Target CPA with no conversion history". - Switch to Target CPA (HELD): Manual CPC, Maximize clicks and Maximize conversions campaigns with conversions. The table shows each campaign's own 30 day CPA next to your goal. Google's recommended target is "the average CPA from the last 30 days", so for campaigns over goal, a $150 target is below what they have been paying, and Google warns about "Setting a target that’s too low", which may cause fewer total conversions. The starting target for those is your call (question 2). - Ask: the campaign with 0 conversions (no CPA to compare) and the Performance Max campaign (its bidding rules are not in my saved sources), so I did not choose for either.
This is a plan to test; I am not promising more demo signups or a lower CPA from any switch.
Counts
Counted by script from the Per campaign table.
| action | campaigns | conversions | cost $ |
|---|---|---|---|
| Keep | 5 | 104 | 11600 |
| Switch to Target CPA (HELD) | 25 | 927 | 58230 |
| Ask | 2 | 95 | 10250 |
| All | 32 | 1126 | 80080 |
| evaluation flag | campaigns | conversions | cost $ |
|---|---|---|---|
| 30+ conversions | 11 | 902 | 51190 |
| too few to judge a target over 30 days | 21 | 224 | 28890 |
| vs goal | campaigns |
|---|---|
| at or under goal | 22 |
| over goal | 9 |
| no conversions | 1 |
| switch candidates by current strategy | campaigns |
|---|---|
| Manual CPC | 15 |
| Maximize clicks | 7 |
| Maximize conversions | 3 |
Switch list (HELD)
| id | campaign | from | to | own 30 day CPA $ | starting target $ | status |
|---|---|---|---|---|---|---|
| K1 | Brand - US | Manual CPC | Target CPA | 4.56 | [ADD: your choice] | HELD |
| K2 | Brand - CA | Manual CPC | Target CPA | 5.34 | [ADD: your choice] | HELD |
| K3 | Generic - Payroll | Maximize clicks | Target CPA | 150.00 | [ADD: your choice] | HELD |
| K4 | Generic - HR software | Maximize conversions | Target CPA | 111.27 | [ADD: your choice] | HELD |
| K5 | Generic - Onboarding | Manual CPC | Target CPA | 183.33 | [ADD: your choice] | HELD |
| K6 | Competitor - A | Manual CPC | Target CPA | 300.00 | [ADD: your choice] | HELD |
| K7 | Competitor - B | Maximize clicks | Target CPA | 490.00 | [ADD: your choice] | HELD |
| K10 | Generic - Benefits | Manual CPC | Target CPA | 164.29 | [ADD: your choice] | HELD |
| K11 | Generic - Timesheets | Maximize clicks | Target CPA | 96.30 | [ADD: your choice] | HELD |
| K12 | Generic - PTO tracking | Manual CPC | Target CPA | 116.67 | [ADD: your choice] | HELD |
| K13 | Display - Prospect | Maximize clicks | Target CPA | 500.00 | [ADD: your choice] | HELD |
| K15 | Generic - Compliance | Manual CPC | Target CPA | 125.81 | [ADD: your choice] | HELD |
| K18 | Local - Austin | Manual CPC | Target CPA | 66.67 | [ADD: your choice] | HELD |
| K19 | Local - Denver | Manual CPC | Target CPA | 95.00 | [ADD: your choice] | HELD |
| K20 | Local - Miami | Maximize clicks | Target CPA | 138.00 | [ADD: your choice] | HELD |
| K21 | Generic - Employee app | Maximize conversions | Target CPA | 138.89 | [ADD: your choice] | HELD |
| K22 | Generic - Performance reviews | Manual CPC | Target CPA | 127.27 | [ADD: your choice] | HELD |
| K23 | Generic - Hiring | Maximize clicks | Target CPA | 102.50 | [ADD: your choice] | HELD |
| K24 | Generic - Expense | Manual CPC | Target CPA | 173.33 | [ADD: your choice] | HELD |
| K25 | Partner - Accountants | Manual CPC | Target CPA | 65.52 | [ADD: your choice] | HELD |
| K27 | Generic - Scheduling | Manual CPC | Target CPA | 84.85 | [ADD: your choice] | HELD |
| K28 | Generic - Org chart | Maximize clicks | Target CPA | 300.00 | [ADD: your choice] | HELD |
| K29 | Generic - Global payroll | Maximize conversions | Target CPA | 169.23 | [ADD: your choice] | HELD |
| K30 | Generic - Payroll alternative | Manual CPC | Target CPA | 142.11 | [ADD: your choice] | HELD |
| K32 | Brand - UK | Manual CPC | Target CPA | 27.83 | [ADD: your choice] | HELD |
Check before any switch: 1. Primary actions: Google says to make sure the actions you optimize for are "set as “Primary”". Pricing page view is Secondary in your setup; confirm it stays out of the Conversions column. 2. Budget: Google recommends being comfortable "spending up to 2 times your average daily budget" on a given day with Target CPA, within the monthly limit. 3. Naming: Google says "Starting in June 2026, Google Ads is updating how bidding strategies are labeled"; Target CPA may appear as Maximize conversions with a target CPA in some screens. 4. Maximize conversions campaigns: Google does not recommend reading the Lost IS (budget) column with that strategy, so do not use it to compare before and after.
Questions for you
- Should brand and competitor campaigns share the $150 goal, or do they have their own?
- For switch candidates over goal, do you want the first target at the campaign's own CPA, at $150, or in between?
- Contractor pay has 0 conversions on $450: keep it running as is, switch it, or review the campaign itself?
- PMax - Trials: do you want me to open Google's Performance Max bidding pages in a later session before deciding?
Needs your decision
- Every row in the Switch list is HELD. No strategy, target or budget changes until you approve each one.