14% CTR and 24% conversion rate are strong for Search. The landing page is doing its job converting traffic. The issue isn't conversion quality — it's traffic volume and spend efficiency.
The account is losing 72% of impressions on the main campaign and 89%+ on 3 other campaigns — all due to Ad Rank, not budget. This means bids are too low or Quality Scores are too weak to compete. The account is showing up for less than 1 in 4 eligible searches.
| Campaign | Budget | Spend | Clicks | Conv | CPA | CVR | IS |
|---|---|---|---|---|---|---|---|
| Sell/Buy Test Strips | $300/d | $7,158 | 1,330 | 324 | $22.09 | 24.4% | 27.7% |
| Cash/Money For Test Strips | $330/d | $1,497 | 327 | 79 | $18.95 | 24.2% | 10.4% |
| TM (Brand) | $100/d | $1,453 | 632 | 159 | $9.14 | 25.2% | 63.6% |
| HV | $32/d | $851 | 198 | 46 | $18.51 | 23.2% | 10.5% |
| Cash/Money For Diabetic Supplies | $100/d | $666 | 141 | 32 | $20.81 | 22.7% | 11.5% |
| Lancets/Meters | $140/d | $578 | 179 | 28 | $20.63 | 15.6% | 10.9% |
The 6 campaigns have $1,002/day in combined budgets but only spend ~$407/day — 59% of budget is going unspent. The "Cash/Money For Test Strips" campaign has a $330/day budget but only spends ~$50/day. "Lancets/Meters" has $140/day but spends ~$19/day. The budgets are set high but Ad Rank is preventing the campaigns from actually spending. This is NOT a budget problem — it's an Ad Rank/bid problem.
| Keyword | Match | Campaign | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|---|---|
| sell diabetic test strips | Broad | Sell/Buy | $2,849 | 548 | 126 | $22.61 |
| sell glucose test strips | Phrase | Sell/Buy | $662 | 143 | 29 | $22.84 |
| sell diabetic test strips | Exact | Sell/Buy | $580 | 88 | 31 | $18.72 |
| test strip buyers | Exact | TM (Brand) | $546 | 246 | 54 | $10.12 |
| test strips for cash | Broad | Cash/Money | $508 | 110 | 21 | $24.20 |
| test strip buyers | Phrase | TM (Brand) | $490 | 180 | 57 | $8.60 |
| sell diabetic supplies for cash | Broad | Cash/Diab Supplies | $399 | 83 | 20 | $19.96 |
| sell used test strips | Phrase | Sell/Buy | $322 | 70 | 14 | $23.01 |
| diabetic test strips | Broad | HV | $298 | 64 | 16 | $18.59 |
| sell test strips | Phrase | Sell/Buy | $281 | 49 | 14 | $20.04 |
| test strips for cash | Phrase | Cash/Money | $217 | 40 | 12 | $18.06 |
| sell lancets | Exact | Lancets/Meters | $175 | 56 | 8 | $21.88 |
| sell diabetic supplies | Exact | Cash/Diab Supplies | $165 | 35 | 8 | $20.57 |
| cash for test strips | Exact | Cash/Money | $142 | 28 | 12 | $11.87 |
| sell test strips online | Exact | Sell/Buy | $129 | 16 | 11 | $11.76 |
"test strip buyers" [Exact] and [Phrase] combine for $1,036 spend, 111 conversions at $9.33 CPA — half the cost of non-brand. These are people looking for this specific company.
One single Broad match keyword is eating $2,849 (23% of total budget). It converts at $22.61 CPA, which is OK but the Exact match variant converts at $18.72 CPA — 17% cheaper. Broad is pulling in lower-quality queries that inflate cost.
| Search Term | Campaign | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|---|
| teststripbuyers | TM | $442 | 180 | 57 | $7.75 |
| test strip buyers | TM | $546 | 246 | 54 | $10.12 |
| teststripbuyers.com | TM | $121 | 51 | 20 | $6.05 |
| sell diabetic test strips | Sell/Buy | $349 | 53 | 19 | $18.36 |
| teststripbuyers com | TM | $125 | 42 | 13 | $9.61 |
| sell test strips | Sell/Buy | $272 | 47 | 12 | $22.69 |
| sell test strips online | Sell/Buy | $129 | 16 | 11 | $11.76 |
| Search Term | Campaign | Spend | Clicks |
|---|---|---|---|
| diabetic supply buyers | Sell/Buy | $41 | 6 |
| who buys diabetic test strips locally | Sell/Buy | $27 | 8 |
| test strips 4 money | Cash/Money | $26 | 5 |
| sell accu chek guide test strips | Sell/Buy | $26 | 5 |
| teststripsbuyers com | Sell/Buy | $23 | 3 |
| test stripbuyers com | Sell/Buy | $22 | 3 |
| sell my diabetic test strips | Sell/Buy | $22 | 3 |
| diabetic supply buyers | Cash/Money | $21 | 2 |
| sell extra diabetic test strips | Sell/Buy | $20 | 3 |
| sell diabetic lancets | Lancets | $18 | 5 |
| glucometer buyers | Lancets | $17 | 6 |
| sell freestyle libre | Sell/Buy | $16 | 3 |
| selling test strips near me | Cash/Money | $14 | 3 |
"teststripsbuyers com" and "test stripbuyers com" are appearing in the Sell/Buy campaign instead of the TM (Brand) campaign — paying $45+ for 0 conversions on what are clearly brand navigational queries. These should be funneled to the brand campaign or negative-matched from non-brand.
Queries like "who buys diabetic test strips locally" and "selling test strips near me" suggest people wanting an in-person buyer. This is an online/mail-in business — these users are unlikely to convert. Should be negated.
| Conversion Action | Type | Category | Primary? |
|---|---|---|---|
| sell.teststripbuyers.com - Lead | Webpage | Submit Lead Form | YES |
| Checkout (Default Google Ads Profile) | UA Goal | Begin Checkout | YES |
| Clicks to call | Google Hosted | Contact | YES |
| Local actions - Directions | Google Hosted | Get Directions | YES |
| Smart campaign ad clicks to call | Smart Campaign | Contact | YES |
| Android installs (all other apps) | App Install | Download | YES |
| Submit lead form | Webpage | Submit Lead Form | NO |
| Smart campaign map directions | Smart Campaign | Get Directions | NO |
| Smart campaign map clicks to call | Smart Campaign | Contact | NO |
The Maximize Conversions bidding strategy is optimizing toward ALL primary conversion actions simultaneously. This includes "Get Directions" (useless for an online business), "Android installs" (no app), "Clicks to call" (Google-hosted — not actual phone calls tracked), and an old Universal Analytics "Checkout" goal that's likely firing on page loads, not actual form submissions.
The ONLY legitimate conversion action is "sell.teststripbuyers.com - Lead". Every other primary action is polluting the bidding algorithm. This is the single biggest problem in the account.
| Device | Spend | % Spend | Clicks | Conv | CPA | CVR |
|---|---|---|---|---|---|---|
| Mobile | $10,015 | 82.1% | 2,539 | 605 | $16.55 | 23.8% |
| Desktop | $936 | 7.7% | 208 | 44 | $21.27 | 21.2% |
| Tablet | $1,252 | 10.3% | 60 | 19 | $65.87 | 31.7% |
Tablet traffic converts at $65.87/lead vs $16.55 on mobile. Only 60 clicks but $1,252 spent (CPC of $20.86 on tablet vs $3.94 on mobile). Tablet is eating 10% of budget at 4x the cost. Apply -50% to -70% tablet bid modifier immediately.
82% of spend, 91% of conversions, $16.55 CPA. This is an overwhelmingly mobile-first audience (diabetics selling test strips from their phones). The landing page appears well-optimized for mobile.
| Day | Spend | Conv | CPA | CVR |
|---|---|---|---|---|
| Monday | $2,058 | 109 | $18.88 | 24.2% |
| Tuesday | $1,893 | 106 | $17.86 | 25.2% |
| Wednesday | $1,805 | 107 | $16.87 | 27.2% |
| Thursday | $1,834 | 110 | $16.67 | 26.4% |
| Friday | $1,674 | 93 | $18.00 | 24.7% |
| Saturday | $1,545 | 75 | $20.60 | 20.9% |
| Sunday | $1,393 | 68 | $20.49 | 20.2% |
Saturday and Sunday average $20.55 CPA vs weekday average of $17.43. CVR drops from ~25.5% weekday to ~20.5% weekend. Consider reducing weekend bids by 15-20%.
| Hour | Spend | Clicks | Conv | CPA | CVR |
|---|---|---|---|---|---|
| 12 AM – 5 AM | $719 | 133 | 31 | $23.19 | 23.3% |
| 6 AM – 8 AM | $669 | 128 | 18 | $37.17 | 14.1% |
| 9 AM – 12 PM | $3,104 | 715 | 173 | $17.94 | 24.2% |
| 1 PM – 5 PM | $4,338 | 1,030 | 270 | $16.07 | 26.2% |
| 6 PM – 8 PM | $1,949 | 479 | 105 | $18.56 | 21.9% |
| 9 PM – 11 PM | $1,423 | 322 | 71 | $20.04 | 22.0% |
Early morning hours have the worst CPA at $37.17/lead — more than 2x the afternoon rate. Only 18 conversions on $669 spend. CVR drops to 14.1% vs 26.2% in the afternoon peak. These hours should have bid modifiers of -30% to -40%.
Best CPA ($16.07), best CVR (26.2%), highest volume (270 conv). This is the golden window. Consider boosting bids +15% during this block.
23.8% account-wide CVR is strong for a lead gen business. Mobile CVR is especially good at 23.8%. The landing page sell.teststripbuyers.com is doing its job — people who get there are converting.
$9.14 CPA, 25.2% CVR, 159 conversions. Brand traffic is cheap and converts well. The "teststripbuyers" search term alone drives 57 conv at $7.75 CPA.
Campaigns are logically split by intent: Brand, Sell/Buy, Cash/Money, Lancets/Meters, HV. This allows granular budget control and bid optimization per intent category. Good foundation.
High-intent, high-converting exact match keyword. This is the ideal customer — someone ready to sell online. More keywords like this should be found and added.
The ad copy is resonating. Headlines like "We Pay Top Dollar", "Highest Payer In The Industry", and "Rated #1" are rated GOOD by Google. These are strong trust signals for this audience.
6 primary conversion actions including Get Directions, App Installs, and a dead UA goal. Maximize Conversions is optimizing for junk. This single issue is poisoning every campaign's bidding decisions. The algorithm thinks a "Get Directions" click is as valuable as a real lead form submission.
The account is invisible for 9 out of 10 eligible searches. Combined daily budget is $1,002 but actual spend is only $407. The money is THERE but Ad Rank won't let it deploy. Fixing conversion tracking will improve this naturally.
$65.87 CPA on tablet vs $16.55 on mobile. Zero bid adjustments are in place. This is $1,252 that could have been mobile conversions at $16.55 each — that's ~75 lost leads.
6–8 AM costs $37.17/lead (2.3x the afternoon rate). Overnight is $23.19/lead. No ad schedules are running — all hours are treated equally. At least 15-20% of daily spend is wasted on inefficient hours.
Misspellings like "teststripsbuyers" and "test stripbuyers com" are triggering non-brand campaigns at higher CPCs with 0 conversions, while the Brand campaign (TM) would convert them at $7-10 CPA. No negative keyword cross-matching between campaigns.
28 conversions on $578 spend with a $20.63 CPA. The audience searching for "sell lancets" or "sell glucose meter" may be lower intent — they're selling accessories, not the core product. This campaign needs tighter keyword control.
"Search - Competitors" is paused with a MANUAL CPC strategy. It has keywords for competitors like "Assist Diabetics", "Diabetes Movers", "Quick Cash 4 Test Strips". This is a viable conquesting opportunity sitting dormant.
| Priority | Action | Impact | Effort | Timeline |
|---|---|---|---|---|
| NOW | Fix conversion tracking (1 primary) | HIGH | 15 min | Today |
| NOW | Tablet bid modifier -60% | HIGH | 5 min | Today |
| NOW | Ad schedule modifiers | MED-HIGH | 15 min | Today |
| NOW | Brand negative cross-match | MEDIUM | 5 min | Today |
| NOW | Negate "locally"/"near me" | LOW-MED | 5 min | Today |
| NOW | Weekend bid modifier -15% | MEDIUM | 5 min | Today |
| WEEK 1 | Boost brand budget to $150/d | HIGH | 5 min | After tracking fix |
| WEEK 2 | Switch to Target CPA ($16-18) | HIGH | 10 min | After 2 wks clean data |
| WEEK 2 | Reactivate Competitor campaign | MEDIUM | 30 min | After tracking fix |
| MONTH | Exact match keyword expansion | MEDIUM | 1 hour | Ongoing |
| MONTH | Audit 137 negative keywords | MEDIUM | 1 hour | This month |
| MONTH | Test PMax campaign | MEDIUM | 2 hours | After Search optimized |
Conservative estimate. Fixing conversion tracking alone typically improves CPA 15-25% within 2-4 weeks as the bidding algorithm recalibrates to real conversion signals. Combined with device/time/day modifiers, the account should push CPA into the $13-15 range while increasing total lead volume through improved impression share.