Unstable CPA · PPC Launchpad

Unstable CPA

Hi guys ! :D

Today i'm posting because i'm having some questions about one of my campaigns.

It's for a solar company, we target like.. 33% of france.

I started on manual CPC with limited volume of KW. After advising my client to change a lot of things on his landing page, we managed to make the campagn to take off.

I'm having a very unstable CPA and i'm wondering if i did some bad decisions.

So, from feb 12 to 19, we had a very ugly CPA on manual CPC and i told my client to hold untill at least 15 conversions. Then i put the account on max conversions after only 8 conversions. We had a few costly conversions and then we started to have a very good CPA around 40€ for a few days. Then It dropped for two days. 0 conversions for 2 days. I was a bit frustrated and i thought that google was burning my clients money as far as i didn't capped the CPA yet.

So i put a Target CPA at first at 50€ as far as i saw that the machine was capable of delivering 30-40€ conversions some days on this brand new account. Nothing for one day. Then i saw that google's recommendation was to put a target CPA at 68€. I did put it at 68€ on 9th march.

We're having a good cost per conversion but it's like one day feast and one day famine. Also i'm in the red label "limited by budget".

From march first to now we have a decent 48€/conversions. our search IS lost on budget is 64%, our search IS lost on rank is 30%.

Should i wait for a complete 15days of around 48€ per conversions in order to start a slightly decrease of my tCPA -15% every week or is it too soon ?

PS : I'd love to have some insights from

@Austin LeClear

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