The Challenge
BGR Packaging had built strong Google Ads momentum using Maximise Conversions, but as performance matured, a familiar issue emerged.
Spend was driving activity, but acquisition costs lacked stability and commercial control. Conversion volume was present, yet it wasn’t always aligned with the most profitable outcomes.
The objective wasn’t simply to drive more leads. It was to build a bidding framework that prioritised efficiency, predictability and scalable return.
Rather than treating Google as a volume engine, the focus shifted to structuring performance around commercially meaningful targets.
The Approach
Verdure Media implemented a structured Test & Learn programme to evaluate the impact of transitioning from Maximise Conversions to Target CPA (tCPA).
Instead of aggressively tightening targets from day one, the strategy introduced tCPA gradually:
- Initial targets were set slightly above historical performance to allow the algorithm to stabilise
- Targets were reduced in controlled waves as performance data aligned
- Optimisation focused on query quality and conversion efficiency rather than raw volume
This approach allowed the account to transition toward controlled acquisition without disrupting momentum.
The Insight
One of the most common misconceptions in performance marketing is that tighter bidding targets reduce growth.
In practice, the opposite can happen.
By introducing a defined CPA framework, the account moved away from volume-led optimisation and toward higher-value conversions. Budget allocation began favouring stronger intent signals rather than simply maximising activity.
The result wasn’t just lower costs. It was a shift in how Google Ads behaved within the wider growth system.
The Results
The test delivered a clear improvement in commercial efficiency:
- 54% reduction in CPA
- 322% increase in conversion rate
- 96% increase in revenue
- 137% uplift in ROI
Blended CPA reduced from $81.15 to $37.56 during the tCPA period, while ROI rose from 19.0 to 45.1 at an account level. Test & Learn – BGR- tCPA
Importantly, performance gains weren’t driven by simple volume restriction. While overall conversion numbers decreased versus the benchmark period, the conversions achieved under tCPA generated significantly higher revenue value.
This validated the hypothesis that structured bidding can align platform performance more closely with commercial outcomes.
What We Learne
The wave-based rollout revealed a key insight.
Higher initial targets helped stabilise performance quickly, allowing Google’s algorithm to adapt without disrupting delivery. As targets were tightened further, CPA and ROI volatility increased, highlighting the importance of incremental adjustments rather than aggressive optimisation.
This reinforced a core Verdure principle:
Structure drives performance more than tactics.
The Outcome
By introducing tCPA strategically, Google Ads evolved from a passive acquisition channel into a more controlled growth lever.
Instead of chasing conversion volume alone, the account began prioritising profitability and long-term scalability.
The result was a bidding framework that supported sustainable growth, stronger ROI and clearer commercial visibility.