You Need To Be VERY Patient with Google Ads

Today I want to share more real data (as usual!) about a case I had with a client in Google Ads.

This client wanted to scale their UA efforts because we have drastically improved the metrics over the last months (I already posted about them in the past, so I will put the link to that post in the comment section to give you more context).

Since we were already running the deepest campaigns on Google Ads (meaning tROAS and tCPA for purchases), we discussed the possibility of creating a proxy event that could gather the behavior of our whales on day 1 🐳🐳🐳

I know this kind of thing sounds well on paper but not in practice but in this specific case, it made sense because the whales had a very specific behavior during day 1 so we could easily filter them with an event.

We created the event and started a small campaign on May 20th and as you can see in the pictures, we had an HORRIBLE performance 𝐝𝐮𝐫𝐢𝐧𝐠 𝐭𝐡𝐞 𝐟𝐢𝐫𝐬𝐭 𝟑 𝐰𝐞𝐞𝐤𝐬!! 🤯

Then, on June 4th we changed the conditions of the event and made them even more strict to be completely sure that we were not targeting non-paying users (in the meantime we were always optimizing creatives and so on as well)

As you can see, since that moment, the campaign has been stable and our metrics have been constantly improving as well. Nowadays, this campaign is bringing us first payers for a better CAC than tROAS and tCPA campaigns based on purchases.

It took 3 weeks to achieve this trend and I know this performance can’t be supported by all companies during 3 weeks but the reality is that Google ALWAYS requires more time to optimize and learn than other channels so you need to be patient and always give a bit more of time for all your experiments within this channel.