r/PPC•
bearzfan4lfe

Google is just ignoring my target CPA

Google Ads

Google is not only spending 100% of my daily budget, they are often spending 2x, which I understand and expect - BUT they are completely ignoring my target CPA.

I've traditionally used my target CPA as a constraint on overspending for leads and things have always leveled out. Historically it's been under $50 (over the course of years). I raised it to increase traffic over time to about $100 and it was consistently under that. I've slowly lowered it to $70 and over the past few weeks Google has said eff it and been averaging $125+ per lead while spending 2x the daily budget on the regular.

Does it care about tCPA? Does it use timeframes that are more than a few weeks or months to justify this? Because over years, I'm way under $70, but over weeks and even the past month I'm way over.

Posted Jul 9, 2025, 11:20 PM UTC

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