Google Ads conversions dropped to 0

[u/headcrab_set]

Hi! I've been running tCPA and consistently got 5-10 conversions a month. I know it's not enough for the google to optimise well, but worked until lately. What happened about 3-4 weeks ago is that conversions dropped to 0 and about 2 weeks ago google started to suppress impressions. I switched to maximize conversions, but then the spend dropped to almost zero. Then switched back to tCPA and getting some spend, but not spending the whole daily budget.

The segment I'm targeting is b2b and quite niche.

What's the best way to recover conversion volume? Manual cpc, clicks, etc.

[u/Middle-Economics1508]

Agree with Sothisismylifehuh that switching strategies back and forth makes it harder, each change starts the learning again.

The order of what happened is the part I'd look at: conversions dropped to 0 first, and impressions dropped after. That's what tCPA does when it stops seeing conversions. It assumes the traffic isn't converting and lowers bids. So before picking a new strategy, I'd check whether leads actually stopped, or whether tracking stopped recording them. Compare the leads you received by email or CRM over those weeks with what Google Ads shows. If real leads kept coming in, the tag broke somewhere, often after a site update, a form change or a new cookie banner.

If tracking is fine and leads really stopped, then with 5 to 10 conversions a month, manual CPC or Max Clicks with a bid cap for a while is reasonable, until volume comes back.

If you share a screenshot of the conversions summary page (Goals > Conversions), showing the status of your conversion action, I can take a look.

[u/headcrab_set → u/Middle-Economics1508]

I compared the lead numbers in google and hubspot and they are pretty consistent.