Google Ads CPA: better understanding for better investing

Summary of points covered

• A simple definition of the CPA and why it's so important
• Calculation formula and concrete examples
• Differences between manual CPA and target CPA
• Effective strategies to optimize your CPA
• Common errors to be avoided at all costs
• Comparison between CPA and ROAS for better decision-making

What is CPA in Google Ads?

When I launch a Google Ads campaign, I always ask myself this question: how much am I prepared to pay for each customer I acquire? This is exactly what CPA, or cost per acquisition, measures. It's the average amount spent for a user to carry out an action defined as a conversion: a purchase, a registration, a click on a button, etc.

This figure helps me judge whether my campaign is profitable, or whether I'm just throwing money away. For you too, it's a crucial indicator to monitor, as it directly reflects the effectiveness of your advertising spend.

How is the CPA calculated?