Switching a Google Ads campaign from Target ROAS to Target CPA bidding, without changing keywords or ads, produced a 500% lift in conversions. The lesson: test your assumptions instead of following best practices blindly.
Don't get stuck in what you believe is the best practice. So in this case, everyone was stuck thinking T roas was the only bid strategy we could do. Test. If something's not working, just test. And in this particular case, one simple test did a 500% increase on conversions for us. So all we did in this campaign, we didn't change keywords, we didn't change ads, we. All we did was test moving from a targeted Roas bid strategy to a targeted CPA bid strategy, and look what happens. Boom. All of a sudden, we have this massive acceleration in conversions. We've got a 500% increase in conversions.
Google Ads Negative Keywords: The RIGHT Way to Find and Add Negatives in 2026
