Google Ads Conversion Quality Check
Audit whether conversions reflect real business outcomes and catch tracking or goal issues before you tune bids.
Google Ads campaign quality results for the most recent complete week 09/05/2026 - 15/05/2026. Cheap clicks only matter when they also convert well.
| Campaign | Cost | CTR | Engaged Sessions | Conversions | CPA |
|---|---|---|---|---|---|
| Brand Search | GBP 2,900 | 12.4% | 2,180 | 318 | GBP 9.12 |
| Non-brand Search | GBP 6,900 | 4.1% | 3,240 | 252 | GBP 27.38 |
| Shopping | GBP 4,700 | 5.0% | 2,020 | 176 | GBP 26.70 |
| Remarketing | GBP 1,700 | 8.1% | 940 | 146 | GBP 11.64 |
| Performance Max | GBP 5,400 | 3.5% | 1,960 | 168 | GBP 32.14 |
| Display Prospecting | GBP 2,500 | 1.3% | 560 | 41 | GBP 60.98 |
Brand Search and Remarketing are doing the heavy lifting, so the budget should protect those structures first. Performance Max and Display are the places where quality leaks fastest, which is where a review will pay back.
Brand Search and Remarketing are the cleanest wins because they combine stronger engagement with healthier conversion rates. The weaker campaigns need tighter query control and landing page alignment before they deserve extra budget.
Remarketing is the best balance of cost and quality here. It is not the biggest volume driver, but it is clearly efficient and produces healthy conversions.
Trim Display Prospecting immediately. It's generating empty clicks with high bounce rates and an unsustainable CPA. Reallocate that ad spend to your high-performing Remarketing campaigns to capture users who have already shown intent, rather than burning budget on unqualified top-of-funnel display traffic.
| Order | Campaign | Why |
|---|---|---|
| 1 | Display Prospecting | Lowest CTR, weakest engagement, and highest CPA. |
| 2 | Performance Max | Better volume than display, but still expensive. |
| 3 | Shopping | More commercial intent, so trim it later if needed. |