You need a realistic CPA target before running Google Ads, not just a vague goal of more sales. Research your industry's average cost-per-click first. Expecting a $20 CPA when the average CPC is $20 won't work.
How are you going to optimize your Google Ads campaigns if you don't have a goal? You're optimizing to a goal, right? That's how you steer the ship. You have to have an end destination you're trying to get to. If you don't have a goal, well, good luck, right? There's many companies I talk to. I'm like, what's your goal? Like, we just want more sales. That's not going to cut it. We need to look at the numbers and we have to set a clear, realistic goal. Then I talk to other companies. They're going to come. They come at me like, we want a $20 CPA. I'm like, okay, well, let's look at, you know, your CPCs in your industry. CPCs are 20 bucks. How are you going to get a $20 CPA if CPCs cost you 20 bucks on average? Right? Where are you going to have a hundred percent conversion rate? You must do research in the beginning and look, is my goal even realistic? You can set some random goal and this is what I think a lot of companies do. They just pick a number out of thin air. Fine. Is that realistic? Now do the data or look through the data, do the research. Your goals are going to change and evolve over time, but you cannot set yourself up for failure by not A setting a goal and B setting an unrealistic goal. So you have to have a clear, defined, realistic goal. We have generated over $50 million in revenue for our clients using performance max campaigns. We decided we're going to download our knowledge of performance max campaigns into a free, easy, practical course and just give it away to the community. Go grab this free course and I'll see you inside.
Google Ads Negative Keywords: The RIGHT Way to Find and Add Negatives in 2026
