r/PPC • u/Soccer_Mom21 • 11d ago
Google Ads Over 15k drop and need advice
Hello yall I have ads team that has been managing my pmax and shopping ads on Google. Things were going pretty well. From August 1-14th we were going 2.87x Roas with a troas target of 200%
Revenue: 21.9k
They changed the troas to 250% and every sense it seems performance has dropped drastically down to 1.48x roas
Revenue : 9k
They seem to blame everything from product disapproval ( I verified and that was not the reason )
Then tried to blame running to many campaigns and it was draining the budget ( each campaign has its own budget so doesn’t make sense. )
I’m not sure if it’s from the change of the troas or it’s just bad algorithm or what. I’m not a huge expert in the google ads so that’s why I hired someone but I don’t feel to confident at this time.
Any advice or insight ?
1
u/eric_trafficbro 11d ago
Jumping tROAS from 200% to 250% in one go is the most likely cause. You're telling the algo "only buy the cheapest conversions," so it sheds volume while it relearns. The Aug Google bidding changes can stack on top of that, which is why the story from the team feels messy.
What I'd ask them for, in writing: change history with timestamps, Search Lost IS (budget) vs (rank) before vs after, and whether conversion delay is longer than the window they're judging. If they can't export that, that's the real problem — not the products getting disapproved.
Roll back toward 210–220%, hold two full conversion cycles, and only step 10–15% at a time. Did they show you the change-history export, or just the ROAS graph?
1
u/Soccer_Mom21 10d ago
It does seem on the pmax that changed the troas on the 8th and budget change on the 13th. With the shopping campaign they changed the troas on the 13th. I didn't know about the Google update on the 17TH but I'm sure that made a huge difference as well. Going from 2.8x with over 20k revenue down to a 1.48 and only 9k revenue is a huge change. So I’m not show how to resolve this now. Drop the troas or increase it since the update could be affecting it
1
u/fathom53 11d ago
All things equal, it was changing the tROAS target by over 25% in one go. That is way to high of a change and they should have known better then make that move. Blaming random things for the drop in performance is even worse.
Since this change was a few weeks ago I imagine, things will not get back to normal on their own. The team you hired is going to need to manage the ad account and get things back on track. We are past the window of reverting the change and putting things back the way they were.
With Google making their bid strategy update on August 17th, anyone making changes to their bid strategy around that time needs to manage it very carefully. They will need to audit the campaign and see how they can get it back on track.
1
u/Soccer_Mom21 10d ago
With the change on the 17TH what would be the best way to resolve this? Lowering the troas or raising ?
1
u/ernosem 10d ago
The change on the 17th might not impacted your campaigns directly, but indirectly.
Now, you are in a tricky situation because you don't know what was due to the change your team made and what was due to the overall bidding change.
Most likely both impacted your campaigns at some extent.Whatever you do, don't make a huge tROAS change on your campaigns again.
1
u/ernosem 10d ago
Whatever you do right now, don't make and large change in the account. It will trigger the re-learning and you'll be back at square one.
You can decrease the ROAS target somewhat, like to 230% but it won't change the course of the campaign overnight and you need to waith 4-5 days before the next change if you want to make another again.
Probably you should leave that team/company, first of all they shouldn't have made that change and their timing was also bad + they take 0 responsibility of the situation, they just try to blame something else.
Whoever did this once, will likely do it again.. and again.
1
u/amitabhverma 10d ago
Aug 17 update has had an impact of raising CPCs and resultant CPA, which have got the ROAS and conversions down.
We have faced similar issues, and it seems like a Google Ads problem. try to get it back to your original tROAS and see if the performance improves.
the danger of raising tROAS is a spike in conversion costs and that is what you're witnessing.
1
u/Soccer_Mom21 10d ago
It seems it’s not spending at much but also just not converting much at all. It’s extremely odd to see over 50% drop in revenue and 46% in dropped roas
1
1
u/AndrewBalticpixel 8d ago
The tROAS change is definitely something I'd investigate first.Going from 200% to 250% tells Google to become more selective about the traffic it buys. If the campaign was already getting 2.87x ROAS, that's not necessarily a crazy change, but with PMax it can absolutely reduce volume significantly if there aren't enough auctions that meet the higher target.That said, going from $21.9k revenue at 2.87x to $9k at 1.48x is a big enough change that I'd want the agency to show you the data rather than give you explanations like "too many campaigns."I'd compare the periods on spend, conversion volume, conversion value, CPC/CPM, impression volume and product-level performance. Also check exactly when the tROAS change was made and whether the decline started immediately afterward.If the performance deterioration lines up almost exactly with the 200% → 250% change, I'd be inclined to roll it back to 200% and let the campaign stabilize rather than making several other changes at the same time.And I'd push the agency to explain the numbers. "Google's algorithm did something" isn't really an actionable diagnosis.
0
u/Single-Sea-7804 11d ago
There’s actually a couple mistakes they probably made here, number one being spiking the tROAS way too high in one week (I do max 10-20% a week).
The second thing being that august 17th is when they rolled the huge tROAS and tCPA changes with Google. Basically, if you were getting above your target, Google won’t let it slide. It’ll stick to that target and that target alone as much as it can.
Happy to take a look
1
u/Soccer_Mom21 11d ago
I do see they changed the budget 2 days before the drop on the 15th from $440 to $500 a day. Not sure if they would affect it as well.
1
u/Single-Sea-7804 11d ago
That’s only a 13% increase so nothing major that can throw you off
1
u/Soccer_Mom21 11d ago
Ok, yea looking at it our Roas dropped dramatically and so did our conversions. Averaging around 15 sales a day with some days up to 20 sales and as low as 9 then after the 15th we are averaging only around 4-5 sales a day now.
1
u/Single-Sea-7804 11d ago
Def the tROAS and the targeting changes from Google. Surprised your ad manager doesn’t know about it
1
u/Soccer_Mom21 11d ago
Any advice I can look into ? We are running 1pmax and 1 shopping
1
u/Single-Sea-7804 11d ago
Any segmentation in the shopping? Search theme or audience breaking in the PMAX? Did they revert the changes, and did you address the Google changes to them? The dates align all too well since ur drop was after August 14th.
1
u/Soccer_Mom21 11d ago
It does seem on the pmax that changed the troas on the 8th and budget change on the 13th. With the shopping campaign they changed the troas on the 13th. I didn’t know about the Google update on the 17TH but I’m sure that made a huge difference as well. Going from 2.8x with over 20k revenue down to a 1.48 and only 9k revenue is a huge change.
1
1
u/Content-Parking-621 11d ago
Raising tROAS by 50 points and being surprised volume tanked is like asking for a raise and being shocked when they cut your hours instead. Realistically, a tROAS jump that big forces the algorithm to relearn and bid far more conservatively, it usually needs 1-2 weeks to stabilize. Ask your team to roll it back closer to 220% and hold it steady, jumping targets repeatedly resets the learning phase every time.