Why Is My Google Ads CPA So High?

If you’re running Google Ads and notice your Cost Per Acquisition (CPA) creeping up, you’re not alone. Many advertisers face this issue—especially after tweaking budgets or scaling campaigns. Let’s break down the most common reasons your Google Ads CPA might be higher than you’d like.

1. Increased Competition

If more advertisers start bidding on your keywords, the cost to win those auctions rises. This can push up your cost per click (CPC), and unless your conversion rate improves, your CPA will increase as well.

2. Lower Quality Score

Google rewards relevant ads and landing pages with lower CPCs. If your ad copy, keywords, and landing pages aren’t tightly aligned, your Quality Score drops. This means you pay more for each click, which can quickly inflate your CPA.

3. Broader or Less Relevant Targeting

If your targeting is too broad, your ads reach people less likely to convert. Each irrelevant click is wasted budget, driving up your average CPA. Regularly review your audience segments, keywords, and negative keywords to ensure you’re targeting the right people.

4. Website or Landing Page Issues

Even if your ads are perfect, a slow-loading or confusing landing page can kill your conversion rate. Lower conversion rates mean you pay more for each acquisition, raising your CPA.

5. External Factors

Sometimes, factors outside your control—like market trends, seasonality, or changes to your website—can affect conversion rates and CPA. For example, a sudden increase in demand or a competitor’s aggressive campaign can change the auction dynamics.

Improving Your CPA

A rising CPA isn’t the end—it’s a signal that something needs adjusting. Whether it's your targeting, ad relevance, or landing page experience, small tweaks can make a big impact.

Review the key areas, test changes, and keep optimizing. The more aligned your ads and user journey are, the more efficient your spend will be.

Need help figuring it out? Let’s Talk!