At the account level: a stronger week despite fewer conversions
Overall account efficiency improved, with costs down 21% while conversions decreased only 7%, resulting in an 18% ROAS increase.
The 885 negative keywords added during the week of August 25th, 2025, likely contributed to cost reduction and amplified account efficiency.
Continuing to filter search terms can further strengthen performance. A review of ad copy for campaigns with declining CTR is also recommended.
HR and Accounting campaigns: significant conversion decline
Conversions fell 15% week over week in HR and Accounting campaigns. While Search - HR and Accounting - US increased conversions by 26.5%, Search - Accounting - Online Course dropped sharply (-84%).
Raising the daily budget for Search - Accounting - Online Course from $400 to $700 did not deliver results; costs fell 50% instead. The CPA reduction (from $40 to $28) may also have impacted performance.
A 30% CTR drop in Search - HR and Accounting - US makes a review of ad copy and landing pages necessary.
Brand campaign: strong growth
Conversions rose 30%, outpacing cost growth (+8.5%), driving a 20% ROAS increase.
No changes were made on the campaign side to explain these positive results.
The CPC dropped to $0.47, indicating potential for further cost reductions.
What I recommend implementing this week:
Strategic Opportunities
Create a single keyword campaign containing only the EXACT keyword “online course,” which accounted for 5.46% of clicks during the week of September 1st, 2025. Use a portfolio bidding strategy mirroring the current setup of Search - Generic - Course (Target CPA, with a Target CPA of $15), while adding a Max CPC of $0.70.
New Negative Keywords Identified
I identified 376 potential new negative keywords across 21 campaigns and 42 ad groups, representing $1,196.33, or 3.94% of total spend on the account during the week of September 1st, 2025.
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Ad Copy Enhancement
I modified several dozen headlines and descriptions across 3 campaigns and 11 ad groups that experienced CTR declines during the week of September 1st, 2025, compared to the previous week.
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