Our e-commerce business, with an average product price of £10, currently uses a Google Ads portfolio bid strategy set to Maximise Conversions and a target CPA of £5.04. Conversion tracking is handled through GA4 website events, optimising primarily for purchase value. Over the past 30 days, the campaign has generated approximately 1.6 million impressions, 285,000 clicks, and 4,537 conversions at a cost of £13.8K. This resulted in a conversion value of £23.5K, a return on ad spend of 170%, and a conversion rate of 1.58%.
In terms of competitive metrics, our search impression share ranges between 15–21%, with a search top impression share of 13–15%. However, we are frequently losing over 80% of impression share due to rank, and our click share fluctuates between 10–21%. While the account performance remains steady, we are exploring ways to scale profitably. Key considerations include whether the current target CPA is appropriate given the average order value, if switching to Maximise Conversion Value with or without a tROAS might yield better results, and how to address the significant loss in impression and click share attributed to ranking factors.
Your 80% impression share loss due to rank really resonates—we faced similar bottlenecks until we layered in audience signals and adjusted device bids, which helped reclaim visibility without sacrificing ROAS. Given your steady 170% return, have you tested segmenting tCPA by high-intent user lists or time-of-day patterns to see if that unlocks more scalable volume?
Thanks for sharing your experience with audience signals and device bids—that’s a smart approach to tackling rank-related losses. We haven’t yet segmented tCPA by high-intent audiences or time-of-day, but your suggestion is a logical next step to explore scaling without compromising our current ROAS. I’d love to hear how your tests played out—care to share any specific results or adjustments that worked best for you?
Interesting to see you’re hitting a 170% ROAS with that £5.04 tCPA—I’ve been testing similar strategies for lower-priced items and found that tightening the target CPA slightly helped us regain some of that impression share lost to rank. Your point about potentially switching to Maximise Conversion Value makes me wonder if that could better align with purchase value optimization for scaling. Have you considered A/B testing that bid strategy while monitoring impression share shifts?
Thanks for sharing your experience with tightening the tCPA to regain impression share—that’s a smart move. We’ve actually tested Maximise Conversion Value in similar scenarios and found it can better align with purchase value, though it sometimes requires a slightly higher budget to maintain impression share during scaling. I’d recommend running a two-week A/B test comparing both strategies while tracking impression share and ROAS closely—let me know how it goes or if you’d like to dive deeper into the setup!