Key Findings
🏆 Phone Promo campaigns are crushing it
PMax ($14.01 CPA) and Search #2 ($15.58 CPA) together account for 51 of 52 conversions. These are healthy, well-performing campaigns. The Search campaign has an excellent 11.81% CTR showing strong ad relevance.
🚨 AIA | Search is bleeding money
$98.35 spent with only 1 conversion ($98.35 CPA). This campaign targets "business internet plans" and "at&t internet air" keywords which appear too broad and generic. At 2.40% CTR, ad relevance is also weak.
🚨 AIA | PMax #2 has no conversions
$7.16 spent with 0 conversions and only 1.08% CTR. Still early, but the original AIA | PMax was already paused for poor performance. This version isn't showing improvement.
ℹ️ "business internet plans" keyword is wasting budget
$49.89 spent, 19 clicks, 0 conversions. This broad keyword is too generic and attracting non-converting traffic. Should be paused or moved to negative.
🏆 "at&t wireless plans" is the top converter
$205.08 spend for 11 conversions = $18.64 CPA. This keyword drives the majority of Search #2 performance. It's working — protect and nurture it.
Recommendations
1
Pause AIA | Search campaign — $98.35 CPA vs the account average of $16.32. This campaign is 6x more expensive per conversion than Phone Promo campaigns. Kill it and reallocate budget.
2
Pause or sunset AIA | PMax #2 — $7.16 spent, 0 conversions. The original AIA | PMax was already paused. This second attempt isn't working either. AIA isn't converting through PMax.
3
Add "business internet plans" as a negative in Phone Promo campaigns to prevent bleed. This keyword has $49.89 wasted with 0 conversions.
4
Increase budget on Phone Promo | Search #2 — 11.81% CTR and $15.58 CPA is outstanding. This campaign deserves more budget to capture more high-intent searchers.
5
Consider adding "at&t phone deals" and "att phone promotions" as keywords in Search #2 — adjacent to the high-performing "at&t wireless plans" keyword that's already converting well.
6
Monitor Phone Promo | PMax closely — At $14.01 CPA and 33 conversions it's the volume leader. But with only 2.72% CTR, ensure it's not wasting budget on low-quality display/video placements.