Hi there! I've just started managing google ads in my company. It's been about 3 months. The ads that we're running currently have been active for almost a year. And on an average, we get about 50 conversions. but since January the number of conversions started dipping, and so did the optimization score of the ads. Day before I got on a call with a Google ads expert assigned to our account, he suggested that we set a target CPA for our ads, the bidding strategy that we're currently using is Maximize conversions. Whatever number Google was suggesting for the target CPA, I applied that(which was twice our daily budget assigned to that campaign). After doing that, we got 7 conversions in a day. But my manager suggested I shouldn't have done that, as the quality of leads will decrease. Can someone explain how that happens? I'm confused.

Did the quality score drop since January as well? If so, you could be paying more per conversion by using google's recommend TCPA. In theory, this could mean that google will show the ad to folks who are not relevant leading to a lower quality. It could happen if you are going after a small audience

Plus don’t listen to the GA & Meta assigned experts. 90% they are wrong 😅

we hadn't set any TCPA anytime during the ads had been running, I just set TCPA for a day and the conversions increased on that particular day.

Did you check those 7 conversions are ICP? If yes, answer with data. If no, listen to your manager.

Don’t worry about this too much. Target CPA should be utilised when you have 100-200 conversions for each campaign type. Like @Karthick Raajha said - understand who those leads are and what’s their value to your business.

Thank you everyone for your responses!